Above all, be truthful and honest!   Element # 9 - Call to Action   When someone tells you that they dont like being told what to do - dont believe it. People do want to be told what to do. In fact, people need to be told what to do and when to do it.   Phrases such as, "Call now", "Come in today", and "Sign up right now" trigger emotional response mechanisms that get your prospect to take action on an offer that they secretly want to take advantage of anyway. Make your call-to-action explicit and clear, so your prospect knows exactly what to do.   Element # 10 - Urgency   Admit it, most people are naturally lazy and like to procrastinate. Without a real or perceived sense of urgency, your prospects will drag their feet. To compel your prospects to act immediately you must inject a feeling of "scarcity."   Scarcity is felt when the supply of either time or product quantity is limited. For instance, placing a deadline on your offer makes your prospects feel as though they have to take advantage of your offer before they lose the opportunity. An example of this tactic could be rescinding a discount offer or a special additional bonus after a specified period of time.   Another tactic is to limit the quantity available so that people will feel the need to take advantage of your offer before your product runs out. Its not unusual to see offers stating, "while supplies last", or "only 50 available first come, first served."   If you use scarcity tactics (and you should), make sure that you hold true and keep your word by rescinding the offer when you say you will. If not, you will lose credibility and the tactic will backfire on you.   Element # 11 - Simple to Respond   Most people buy on impulse rather than logic. If your prospects find it difficult to take advantage of your offer during their moment of impulse, you will lose sales. Make it easy to do business with you.   Many people communicate in different ways. Some like to call on the phone, others like to go to the Web, and still others will only fax you their order. Its important to offer multiple methods to contact you, such as telephone, fax, website, cell phone, pager, or any other communication method.   Studies have shown that people overwhelmingly buy on impulse using the telephone more than any other method. The same studies show that when you offer a toll-free number, response rates increase. Finally, if you offer a recorded message with a toll-free number in which people can hear a message and leave their contact information, response