Unless you are organising a brand campaign, most other types of agency campaigns will contain a call-to-action (CTA) of some description.
The CTA is the part of the copy that lets readers know what you want them to do, and what they'll get for doing it. It is quite literally a 'call to' take 'action'. The CTA needs to be dynamic enough to inspire the reader to do something and have the motivational power to convert readers into buyers.
The copy leading up to the CTA lays the groundwork and explains why the reader needs your client's product or service; but it's the CTA that will instruct them on exactly what they have to do to take advantage of the offer.
Where many sales pieces fail is that they either (1) do not have any CTA at all; (2) the CTA isn't strong enough; (3) the CTA is too strong; or (4) the CTA isn't clear enough to clinch the sale. This means your client could be wasting a lot of money and missing out on important sales opportunities.
On digital platforms (websites, apps, social media), CTAs are often very short, direct, and clear, and they help to guide visitors through the viewing and buying journey. Some examples of digital CTAs are:
For print, TV and radio you have the luxury to include more words in your CTA. Some examples of non-digital CTAs are:
If you have an in-house copywriter to write a CTA for you, great! If not, do try writing the CTA yourself. As long as you understand your offering, it shouldn't be difficult, and here are some tips that will help:
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