What do you think people do when they read the instruction on this package?

They might try tearing the plastic open, but my bet is that most of them will find a pair of scissors and cut along the line.

That’s because people are generally very obedient (especially to people in authority or uniform, but that’s another story).

In my early days as a copywriter, I was taught that more people cut out a coupon when it has a dotted line, plus a scissors symbol or the words ‘cut here’.

More recently, I’ve been assured that more people phone a number when it says ‘call now’ or similar.

Given that the main objective of any marketing communication is to get people to contact you, it makes sense to use any tips, tricks and techniques you can.

Tell them what you want them to do, and there’s a better chance they’ll do it.

For example, if you like this post, please share it on your social media platforms or add a comment below. Thank you.

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