What’s one of the most important – yet neglected – elements of your sales message? The call to action. That’s where you tell your prospects what to do next, e.g., call, write, subscribe, visit, view, or buy.

That’s silly, you might say. Everyone knows what to do, right? They know how to pick up the phone or shoot me an e-mail or swing by my office. Uh, don’t they?

Technically, yes. But your odds of success soar when you let your prospects know exactly what to do and how to do it. Better yet, give your call to action a sense of urgency by telling your clients when to act: today, by 3PM, this week, this month, now.

Also, don’t hide your call to action in some dark corner of your Web site or brochure. Make sure it stands out and that it communicates your message clearly. Each page of your site should tell readers how to reach you. What happens if they have to look too hard to find your contact info? They will get frustrated and run into the arms of your competition.

Need some call-to-action inspiration? Here are a few examples:

• Send for your free brochure today
• Download your free report here, while supplies last
• Claim your complimentary subscription
• Call today for a free estimate
• Sign up now for our two-day teleclass
• Contact us today for a no-obligation consultation
• Visit our Web site for contest rules and details
• Subscribe by April 30 and receive a free gift
• E-mail us immediately for more information

Remember, if you don't ask for the sale, you may not get it.  So start including a call to action in all your sales materials - today!

I recently met with a prospective marketing client who'd seen a dramatic drop in business at his shore-based motel. His competitors, meanwhile, were thriving. He and his co-owner wife - let's call them Tim and Tina - were desperate for some marketing help.

After a lengthy questioning and brainstorming process, I noted some key opportunities they were missing out on. But I also left with one major impression: These people need an extreme image makeover!

The minute I opened the door to the motel office, I encountered a cloud of cigarette smoke. Posted in the cramped space was an entire wall of signs blasting assorted warnings: "Lost-key charge $50"; "Lost beach-badge fee $65"; "Late checkout fee $20/hour"; "No Jacuzzi after 11PM"; "No more than 4 people to a room"; "No pets"; and on and on with no-nos, admonishments, and potential fees.

Tim gruffly answered the phone, "Motel." Meanwhile, there were two dogs panting from behind a fenced-in area, I sat in a dilapidated chair, and the place looked like it could use a good dose of Mr. Clean.

Tim and Tina are as nice as can be. They're hardworking people who pride themselves on running a sparkling-clean, family-oriented motel. But the image they project - from the smoke-infused air to the intrusive posters to the lack of phone finesse - could be turning customers off.

Your image - and specifically your business image - is part of your marketing strategy and must not be overlooked.

What comprises your image? For starters:

Your office - Is it clean, organized, comfortable, and welcoming? Are restrooms shipshape? Is the lighting too dim or too harsh?

Your phone-side manner - Do you and your staff have a pleasant phone demeanor? Do you sound rushed or impatient when you answer? Do you clearly state the name of your company? Do you return calls promptly?

Dress code - Do you require a particular dress or uniform code?

In-office behavior - Is your staff cracking gum or blowing bubbles? Are they gossiping where others can hear? Are they courteous-even when clients push their buttons?

Music or TV - Is it tuned to a channel that's appropriate for all ages? Is the volume too loud?

Now, give some serious thought to these questions:

What image do you want your business to project? Are you doing everything you can to project that image?

What improvements could you make to:

• Your office?  
• Your phone demeanor?
• Your dress code? 
• In-office behavior?
• Other areas?

So, what's the verdict? Are you giving good vibe - or do you need an extreme image makeover?

One of my favorite marketing pitches comes from a plumber who makes a bold promise: "Our plumbers will smell good and show up on time or I will pay you!"

The line is as humorous as it is accurate - and appeals to a basic human fear: that a given plumber will show up in grungy, stinky attire two hours after the designated appointment time.

He goes on to say that some plumbers "talk rude," "smell like a goat," "leave your house a mess," and "charge an arm and a leg."

While you may be chuckling at the smelly goat reference, you may also be nodding your head in feverish agreement.

This guy is a smart marketer. In appealing to customers' objections about plumbers, he goes right for the jugular - admitting to prospects that his industry is rife with poor (albeit sometimes deserved) stereotypes and a less-than-stellar reputation.

Then he tells you exactly why he's different - and he wraps it all up in a pretty bow: the on-time guarantee.

The point? Addressing what customers don't like can be an effective way to market your message.

Here's how:

Convey the issues, concerns, and fears your audience may harbor about your profession or industry.

Acknowledge stereotypes.

Be blunt and straightforward; avoid a defensive tone.

A little humor goes a long way!

Clearly communicate how you are different.

Offer a guarantee (Examples: This plumber offers sweet-smelling workers who show up on time; Domino's guarantees 30-minute delivery time).

I was curious to compare this plumber's message to what some of his competitors were saying. (Note: Errors were left intact!)

GROOVY PLUMBERS, INC.: When you need a plumber, you deserve the BEST! We are Licensed Plumbers. That's why you'll always be glad you called Groovy Plumber!

SWELL PLUMBERS, LLC: Swell Plumbers offers a high quality of service. If you need quality plumbing services, dependable work and affordable rates, give us a call today. 

ROCKIN' PLUMBERS, INC.: For over 30 years, Rockin' Plumbers and their reliable staff have been determined to satisfy the residential and commercial plumbing, heating, cooling, and construction needs of their valued customers.

These messages all start sounding the same and aren't nearly as compelling or catchy as the "smelly goat" guy. Which plumber would you choose?

P.S. Please note: I'm not picking on plumbers! I LOVE my plumber, who's as cool and reliable as they come. I just loved this particular plumber's approach to marketing; his tact could be used by any number of industries that are dogged by unflattering stereotypes.