In his book “How to Write a Good Advertisement: A Short Course in Copywriting,” Victor O. Schwab stresses the importance of pressing for immediate action.
Schwab asks: Has this ever happened to you? Your friends have had a nice evening at your home. Yet their goodbye goes like this: “We’ve had such a great time. We should have you over at our place sometime.”
“Sometime,” of course, never happens. There’s no “hook,” no definite date, such as, “We want you to visit us! How is next Friday night, at 7:30?”
It’s the same with advertising. Give your readers a definite date. Give them something to do at once. An advertisement that closes with “Why don’t you come over and visit us sometime?” is a long way from a sale.