Are Your Leaving Your Readers Unsatisifed?

Creating a marketing piece without a strong call to action is a waste of time, resources and money.  Time and time again I see articles, landing pages, print ads, brochures, etc. that do not have a call to action and I wonder why the company produced them in the first place. 

If your marketing piece does its job, by the time the reader is done they will be excited.  They will be anxiously anticipating your next move.  You will have whetted their appetite for what you have to offer and if you don’t tell them what you want them to do next, the story will end anticlimactically.  They will be left with a feeling of, “Hm.  Is that it?” and that is truly tragic.

So make sure you are giving the readers of your marketing pieces a strong call to action for them to follow.  Here are 3 tips to get you started:

• Supply them with specific and benefit oriented actions for them to take.  For example you could say, “To learn more about how you can increase your productivity visit mywebpage.com.” Or, “For more tips and tricks on how to have the greenest lawn on your street, sign up for our newsletter, My Grass Is Always Greener .” 

• Make it something easy for them to do.  For online marketing such as articles, clicking through to your website will be the easiest.  If you are going to have your call to action be signing up for a newsletter or white paper, only ask the necessary information such as name and email address.  The more questions you have the less likely they are to continue.  For offline marketing a toll free number or a website url is good.

• Make it something you can track.  Knowing which of your marketing pieces are successful will allow you to focus on what works and ditch what doesn’t.  Track where your clicks are coming from.  If one call to action really pulls in the leads, use it again and again. 

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