The purpose of marketing
is to prompt prospects to do something,
to take a next step.
Stating this next step
is known as a ‘call to action.’
“On a Web page,
a call to action might be as simple as
“Click here to receive your free gift.”
Your call to action
must be easy to see
and understand.
In both traditional print media
and online,
it should be highlighted
or in bold
so readers are sure to see it.”
The clearer the call to action is,
the more likely
prospects are to take that action.
When testing a marketing campaign,
one question should be
“What will you do now
that you’ve seen this marketing campaign?”
If the prospect doesn’t know,
the marketing doesn’t work.
Does your marketing copy
have a clear call to action?