Evaluate and Create Your Call to Action

Do you have a call to action in your marketing materials?
Go ahead take a look. In your marketing materials do you tell them what to do next?
Let's consider that your potential customer has picked up a piece of your marketing collateral, perhaps it's that fantastic brochure you just had designed. They begin to read it and as they flip through the brochure they realize hey might be able to use your services, but they get to the end and they don't know what to do, because you presented them with no call to action.
You didn't tell them to call you. You didn't tell them to visit your website. They contemplate, they ponder and then they toss away your brochure without even contacting you.
Sound absurd? It happens all the time, that's why I want to talk to you about the importance of your call to action.
When it comes to marketing, your call to action is the most important part of your marketing campaign. It's truly amazing to me how many companies don't include a call to action on their marketing materials or their websites.
The best way that I've found to create an effective call to action is imagine the questions the consumer has when viewing your marketing information.
Let's just take a look at a few that come to mind immediately.

• How do I contact them? Are they available via telephone, internet, fax, or email?
• Why should I buy from them? What do they offer me? Will they save me money? Will they make my life easier? Are they better than their competition?
• Is there any immediacy? Are they running any promotions if I contact them before a deadline date? Will I receive a discount if I act now?

Does your marketing material answer all of those questions?
If you said yes, fantastic. Let's continue with ways to make sure our call to action is strong enough and if not how can we make it stronger?
Your call to action must include every way possible that they can contact you and buy from you. Include your telephone number, your address, your website address and of course your email. Share with them how your product will solve a problem they may be encountering. Solution-position your product so it touches the spot of pain your consumer is feeling and flesh out those benefits, now tell them how to get those benefits.
If you do these simple things you can create a strong call to action that will in fact increase the potential customers that contact you just from reading your marketing material.

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