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In a recent Smart Blast, we defined the difference between direct marketing and direct mail. One of the two key elements that defines any form of direct marketing is the call-to-action.
So what exactly is it?
The call-to-action is a beautiful thing. It’s the kick in the pants. Spur in the side. Exit sign off the interstate.
It tells your customer exactly what to do, where to go, when to act, so there’s no excuse for confusion. It empowers them to take you up on your offer. Dozens of guidelines exist for writing calls-to-action, but five key ones are:
1. Keep it simple
2. Make it clear
3. Remember emotions – use them and appeal to them
4. Use action verbs
5. Don’t assume
All calls-to-action don’t need to be "Act now! Time is running out!" though that works for some. The call-to-action may be "order our new fall catalog," "call to schedule an appointment," "sign up for our newsletter," "talk to your doctor," etc.
The inclusion of a good call-to-action is what makes direct marketing consistently effective.
Want more insight? Call us. We’re happy to help.
(See what I just did?)
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