Know-How Exchange : Copywriting

1) Here is my off the cuff definition - call to action is making you offer such that it gets the people you are targeting to take the action you desire.

2) check out the following:
- https://www.marketingprofs.com/5/mcgovern39.asp (they refer to a book called "Call to Action" which you may want to check out)
- https://www.marketingprofs.com/2/frey2.asp (step 10)
- https://www.marketingprofs.com/Tutorials/dsmith.asp
- https://www.marketingprofs.com/5/stroll86.asp

A call-to-action is the core purpose of the email, PPC landing page etc.

This is typically one central goal and it should correspond to an action for the page (be it an email, PPC landing page etc.) visitor to take.

This could be opting into an e-newsletter, downloading a white paper, buying a featured product or service etc.

Top 10 Rule #1: The design and content should focus on encouraging and making it easy for the user to take the action. Keep it simple and risk-free.

I hope that helps.

I don't recall seeing concrete guidelines before - it will be interesting to see if others here find some.

This article may be a little better:
https://www.ecomhelp.com/KB/marketing/kb_marketing-boost-your-selling-power...

E-Marketing,

"Call to Action" is the object that causes the desired consumer behavior by the person reviewing your work.

I have never seen a standard either, but what I have seen is lots of testing. The first attempt is never right. There are always little things that can be redesigned (color choices, placement, size, flash, sound, sales bundles, etc.) in each attempt. Not to mention, call to actions for one demographic may be completely different for another.

Some Rules for "Call to Actions" (no specific order - just a brain dump)
1. It must be measurable
2. Don't assume a link on a page is a call to action.
3. Write your copy as if you are on the first date of a long relationship (don't blow it) - unless you are dating a prostitute, then let you wallet be your guide.
4. Be direct, open, and honest.
5. Never assume
6. Always try new things, never accept the current conversion rate as the best you will be able to get.
7. Organized Chaos - document every change you make, because you will make a lot of changes, and you won't remember everyone of them.
8. FIRE & FORGET - for a little while anyways. Review your feedback on a planned timely basis (weekly, monthly, quarterly) but don't over analyze.
9. Don't forget the emotions - affect can be stronger then logic when used correctly.
10. FIRE AIM FIRE - do something, anything, then check it, and adjust your fire. Don't over analyze and try for the perfect shot on your first attempt.

OK, I was not planning on 10 but there you have it.

Hope that helps.

I’d originally thought that a call to action was the speech I made at the quarterly sales meeting when we were 9% below target, or what I asked someone to do when I discovered (In pre-CRM days) that they’d been sitting on 500 leads.

I now realise that it is exactly the same thing, but directed to a potential customer or an existing one.

It needs to be a very clear message with a stated or implied consequence if the reader doesn’t do something about it.

You need to empower the recipient with a means of action. This used to be a reply paid card. Now it’s a link on an email or a “Press the green button” on an SMS text.

The message has to be about something serious enough for the customer to respect you for sending it, otherwise they’ll treat following communications as they treat junk mail or spam.

I agree, you need to be able to measure how it’s going down. Calls to action campaigns are by their definition very dynamic and you will have the opportunity to modify the message and the response over days, rather than months.

Hope that this helps

Steve Alker
Unimax Solutions

Definition:

A call to action is what you want the receiver of the communication piece to do (ie buy your product, check out your website, call this number, ask your cable provider).

Examples:

Voice-over at the end of the Aflac commericals, "ask about it at work."

Any infomerical... "call today."

My rule:

Have one!

When writing a call to action:

1) Be specific... what do you really want.

2) Timely... this is the "now" element... people won't do things later, you need them to call today or check out your website now.

3) Be prepared... if you want people on your website for information, it better be there and easy accessible; if you want them to call today, operatores better really be "standing by."

If I can think of anything else, I will let you know. Good luck!

I like Marlene's answer best.

One rule I'd add is make it visible. Whether your putting your call to action on a webpage, in an email, or on a postcard... don't let that get lost in the clutter. That doesn't mean you need dancing elephants holding up a sign -- actually, most readers tend to ignore animated noise (the invisible ad syndrome).

And a pet peeve of mine: Don't say "click here to..."