Question

Topic: Copywriting

Call To Action

Posted by nbusenbark on 6/24/2009 at 9:16 AM ET 125 Points
When writing a newsletter that will be sent to current/potential B2B customers, is a good call to action a simple "contact us for more information"? Or is this implied and can be left out and instead simply link them to us with a read more? Our newsletter is more for informational purposes- what is new. We do contract manufacturing so getting them interested in our capabilities is the goal.
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RESPONSES

  • Posted by mlang on 6/24/2009 at 9:29 AM Member
    Hi- my experience has been to always have a call to action. Even if you tell them to click on a link to learn more, that is basically a call to action. You should, however also give them the option (either in the newsletter or the page you are linking them to) to contact you directly for somehting else (more detailed info; quote, etc). Hope this helps

  • Posted by michael on 6/24/2009 at 9:54 AM Member
    Nicole,
    Sometimes you have to remind them of a reason to call.

    Say: "You sales staff should never say 'We don't do that kind of manufacturing', because you do....thru us"

    Obviously we don't represent a lot of manufacturers or I'd have a better example.

    I like to share tips that have helped us secure business and let them share it with their people. They know from where it comes (good grammar!) and I can target the type of business I want.

    Hope that makes sense.

    Michael

  • Posted by melissa.paulik on 6/24/2009 at 12:23 PM Accepted
    Nicole,

    I think it's an OK call to action, but as Michael points out you can make the wording stronger.

    I would suggest a call to action such as a registration for a webinar or a download for a recorded presentation. Or, a call to action that allows them to download more "content like this."

    If you get a prospect who reads the newsletter and downloads something else as well, chances are good that they are interested. It's all about getting them to self-qualify without making them actually call you to tell you they are interested.

    All the best!

    Melissa
  • Posted by Linda Whitehead on 6/24/2009 at 12:55 PM Member
    Hi Nicole,
    You should always have a call to action, but it needs to be stronger. Perhaps you can create an offer or incentive for people to call. Or perhaps you can offer a whitepaper that will be useful to them and you can get them to sign up for it and get their permission to contact them. Or maybe link to a form where they can sign up to receive more information.
    I would also recommend doing your call to action as a graphic button as opposed to text. I have done a lot of testing with this and found the graphic to perform much better. There is also eye-mapping research (I have seen this from Marketing Sherpa but Marketing Profs might have it also) that shows that you need to change size, colour and location of graphic buttons fairly frequently to keep people's attention. After 2 times, they basically stop seeing it.
    Without knowing the type of manufacturing you do, I find it difficult to suggest specific options for call to action.
    Hope this helps
    Linda Whitehead
    Zuz Marketing
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