Start with the Objective
The way you write an effective call to action is by starting with the objective.
What is it, exactly, that you want the reader to do after?
For example, if you are writing a direct-mail letter promoting a new business
directory, the objective of your call to action might be to get the prospect to
fill out the enclosed order form and mail or fax it back. So, your call to action
might be the following:
Complete and return the enclosed order form.
That’s not bad. In fact, it’s actually more than many promotional pieces do,
some of which have no call to action at all. However, the above example isn’t
very motivating. What’s missing? An effective call to action has these
characteristics.
- It explains clearly what the reader must do to respond to the offer
- Tells the reader exactly what he or she is going to get
- It expresses, or at least implies, a major benefit
- It asks the reader to do it now, and provides a good reason why
- It says “Please”
Based on the above points, it’s time to take another look at the business
directory call to action:
Need a fresh crop of qualified sales leads for your business? Please complete
and return the enclosed form today to activate your subscription to Endless
Leads Monthly. Don’t delay. The special price is due to expire Jan. 15th.
Does the above example meet the five conditions above?