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3. Make it easy for impulse responders. Combine frequent calls-to-action, multiple ways to respond and strong guarantees. There are more prospects than you know thinking: “I don’t have time to read about this, but I’d like to try it.”
4. Assure prospects the process for responding is fast and easy. When it was launched, GEICO’s “15 minutes to save 15 percent or more” was appealing. Today, few people have 15 minutes to respond or place orders. It needs to be faster. You have to assure people it is, and then back up your promise.
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