A call to action (CTA) is potentially the most critical element of any marketing you do. It’s the ‘mojo’ of your marketing efforts – it’s the guts of your message– it’s the bit where you tell people what you want them to do. And every marketing piece you produce is effectively asking people to do something, whether it’s remembering your brand, sign up, buy a product, become a fan…
Having a clear and simple CTA will increase the response. There is nothing more frustrating for your customer than not being able to find a phone number to respond to, the link button to click on or trying to remember a web address. Or – worst of all, reading a long piece of text and then feeling slightly bewildered as to what the point was. Responding to you and talking to your business should be stupidly simply for people to do.
The best example of offering clear and direct call to action is direct response TV. Those TV infomercials/advertisements that promote products and tell you clearly, simply and with repetition how to purchase their product. (Click here to view if you’ve never had the viewing pleasure) There is no single moment where the viewer is unclear on how to purchase the product.
And while this approach to advertising may not sit with your brand style, approach, product, business etc – you can appropriate the clarity in which these advertisements deliver their marketing messages and their CTA.
Top tips for your Call to Action:
- Don’t make your response mechanism laborious (I.e. type this address into your browser, phone this number and wait 5 mins for an operator etc)
- Be very clear on what you want people to do … read something? call you? Go to your website? Purchase?
- For online purchasing – study the giants. Amazon are the most successful online retailer, their site is packed full of sign posts telling people what to do ‘look inside’ ‘ For you to Consider’ ‘add to basket’ – they signpost the actions they want customers to take
- Become a critic – for every piece of marketing you see; ask yourself what the marketer wants you to do. And then ask – have they made it easy to do it?
Even highly experienced marketers have sometimes taken their eye off the ball. They fall ‘in love’ with the concept and message that they neglect the CTA. It can be an expensive mistake. For small businesses, where you need to make every last penny/cent count – the single most important thing you can do that will make your advertising a success it delivering a clear and simple Call to Action.
DRTV examples your perusal.
And what Wiki has to say about Direct response marketing