Normally,
putting the phrase
‘Buy Now’
in my marketing copy
increases sales.
It is a call to action
and readers respond to it.
During this crisis,
with so many prospects
and customers
out of work,
with threats looming
all around us,
adding the phrase
‘Buy Now’
to my copy
upsets my readers.
A call to action is
too aggressive for them,
too much additional pressure.
They view me
as being insensitive
to their situation.
They feel all I care about
are sales.
I don’t care about their lives.
I care very much
for my readers.
So I have temporarily dropped
‘Buy Now’
from my marketing copy.
The complaints stopped.
The links to the booksellers
remain.
The call to action
is implied
but not stated.
Sales continue to happen.
If your customers and prospects
are severely stressed
with other things,
adding more pressure
might backfire.
Consider a softer marketing approach.