5. Push

Now we come to the all-important action phase of the piece, which incorporates and expands desire. While “push” can carry a negative connotation, here we’re using it as a more expansive persuasive element that makes action more likely.

The push phase is more than just a call to action. It’s about communicating an outstanding offer in a clear, credible, and compelling fashion, and then asking for action. It’s the grand finale where the premise and the purchase make as
much sense to the reader as they do to you.

Persuasive writing begins with the end in mind, so during the push you’re tying the beneficial promise and the vivid picture to solid acceptance and concrete action. Don’t be shy about “telling them what you’ve told them” as a way to connect the dots. Assuming your prospect already “gets it” is a great way to kill your sale.