It is certain that problem has not been solved instantly. Today Russia suffers severe economic damage caused by infringements of author's and adjoining rights, misuses of inventions, trade marks, from uncollected tax revenues, and from impossibility to increase national economic production of goods because of unfair competition. Counterfeit aviation and automobile spare parts, fake combustive-lubricating materials, toys, medical equipment and pharmaceuticals, food are frequently dangerous to health and life of population, and pose real threat to national safety of this country.

Starting Point A legal base of interaction between customs bodies with other law-enforcement and control organs has been created in Russia; Rospatent, a State body which acts as federal enforcement authority in field of intellectual property protection is now a part of team. Joint actions are carried out according to guidelines of interdepartmental recommendations and measures, aimed at ensuring intellectual property protection, that have been developed and approved by Ministry of Internal Affairs, by State Customs Committee, and by Federal Tax Police Service and coordinated with State Office of Public Prosecutor of Russia. Multiple changes and modifications to legislation, regulating intellectual property protection have been adopted. They helped define customs and state regulations of foreign trade activity, administrative infringements, and criminal legislation.

But all these things aren't going to mean squat if you don't include a clear call to action!

Take a moment to consider purpose of your web site. What is it you want people to do when they visit your site? Find out about benefits of your product? Sign up to receive your free newsletter? Make a purchase, perhaps?

Now ask yourself: Does your site tell your visitors exactly how to do these things?

Your visitors need to know what you want them TO DO. If you don’t tell them to purchase your product or subscribe to your free newsletter, how can you be sure they’re going to take that action?

Be explicit about actions you want your visitors to take. Your straightforwardness will have a direct impact on your sales!

THE POWER OF SUGGESTION

Just in case it's been a while since you brushed up on your marketing lingo, a call to action is a strongly worded suggestion that clearly states what action you want your visitors to take. It encourages people to take that action and tells them what will happen if they do.

For example, following phrases are all calls to action:

- "Click here to subscribe!"

- "Join our affiliate program."

- "Add to your shopping cart."

- "Order now to take advantage of this limited-time offer!"

It's a good idea to include an emotionally appealing benefit in your call to action. This convinces visitors of value of your product and encourages them to take action.

For example: "Read on to learn how you could save tens of thousands of dollars on your next home purchase."

You want to pique people’s interest and make them believe that taking specified action will offer them a direct benefit. After all, who wouldn’t want to save tens of thousands of dollars?

The most obvious and important call to action, of course, is one that asks visitors to make a purchase. This is crucial moment: asking for order and CLOSING THE SALE.

You know, it's amazing how many people simply neglect to ask for order. This simple oversight can be deadly for your business; in fact, studies show that you can increase your sales by at least 80% by clearly instructing your visitors how to make a purchase!

DON'T RUSH IT!

The call to action that asks visitors to make a purchase is THE make-it-or-break-it moment. However, closing a sale is like lining up a pool shot -- you don’t want to rush it!

It takes a LOT of work to close sale, which is why you can't just skip to this point right away. Before you get there, you have to...

- Emphasize benefits of your product or service by answering all-important customer question: "What's in it for me?"

- Establish your credibility by citing credentials, including customer testimonials, etc.

- Overcome objections to buy

- Build value into your offer

- Back up your offer with a strong guarantee - Offer valuable bonuses with purchase

Once you've done all these things, then you can ask for order. In fact, you MUST ask for order at that point! Otherwise, all great work you've done will be wasted.

DON'T BEAT AROUND THE BUSH!

Online entrepreneurs often make mistake of "implying" what they want their visitors to do, rather than explicitly stating it. Don't be coy! You may wish to avoid coming across like you're "ordering" your visitors to do something, but unless you blatantly explain what you want them to do, you're going to see mediocre sales.

Make sure you tell your visitors exactly what you want them to do! You have to spell it out as clearly as possible. Use direct, action-oriented words such as:

- Subscribe (to a newsletter)

- Click (on a link)

- Fill out (a survey)

- Read (an article)

- Enter (a contest)

- Join (an affiliate program)

- Buy (your product!)

Don't leave it to your navigation to direct people. Most visitors will only click on a link if they know it will lead them to something they're looking for.

MAKE THEM AN OFFER THEY CAN'T REFUSE!

In your call to action, draw your visitors' attention to benefits of your product or service. Neglecting to emphasize value of a product is number one mistake copywriters make!

Be sure to highlight benefits such as...