The title of this blog post is a simple example of a call to action. In this case, “learn more about what” would be the obvious first thought in someone’s head, but still it tells them what I want them to do.
A call to action is a tried and true marketing technique that has outlasted the shift from old school advertising to the digital age. It’s a tool that has always been relevant and will continue to be relevant, and the first in my series of down and dirty marketing tips that you need to know to succeed.
A call to action is exactly what it sounds like, a “command” provided in an ad to get the consumer to take the next step. Every ad should have one, even those that would not be considered direct marketing , used to directly sell a product or service.
The banner ad above is an example of an ad that uses weak or no call to action. Sure it gives the URL of the website that they want you to go to, but no mention of what to do or how to do it. Be direct, if you want people to click, tell them to click. If you want people to call, tell them to call.
In this ad, they use a “learn more” button within the ad as a call to action. This is a simple, well-designed way to let the user know what you want them to do.
Print ads could say “Call this number to find out how”. Television ads can say “Visit us online to take our free survey”. The exact format and placement of the ad does not matter. You’re simply making it easier for those consumers who are interested in your ad to take action instead of leaving them with questions.