HOW TO: build calls-to-action that actually work

All too often calls-to-action are an afterthought at the end of benefit-driven content. David Van Schaick, COO at The Marketing Practice, talks us through three steps to make sure our calls-to-action engage the prospect in the buying process

How many of us have been guilty in our careers of spending all our efforts creating fantastic content and then adding ‘for more information please call…’ at the end? Such a vague request makes the likelihood of a response extremely low. It’s wrong to assume that a prospect is going to commit to a sales meeting after reading one email or piece of direct mail. Yes, the content may beautifully describe the benefits of a product or service. But the time-poor reader won’t pick up the phone unless they can see what’s in it for them.