Posts Tagged ‘call to action’

Do Not Forget To Use a Call To Action When Running An Ad

May 8, 2011

by Doug Smith, President, The Woodhaven Group, LLC

Many companies forget that in marketing the key to increasing sales and business cash flow is an effective call to action, often times referred to as a CTA.

I have had many business owners and CEOs ask me why their advertising was not performing.  They had beautiful graphics or photos.  A great job was done of listing features and benefits.  Lots of money was spent on a beautiful logo.

But, what was missing?

Very simply, what was missing was a failure to include a call to action which is a reason for the prospect to act and take the next step in the buying cycle.

It may be saying “click here” on an e-commerce site but more often it is an offer the prospect cannot refuse. Here are a few examples that have worked for me:

  • Buy 2 get 1 free
  • Free shipping or delivery
  • 50% off the regular list price
  • A specific sale price also showing the regular price and the savings realized by the buyer
  • A free service such as free alterations with the purchase of a suit

There are 2 important tips to a winning call to action:

  1. The offer has to be real, legitimate and have a perceived value in the mind of the buyer.  Never inflate the regular comparable price just to make the offer look better.
  2. There has to be a deadline to act in order to create a sense of urgency.

Regardless of the marketing channel used, the next time your business runs an ad, in order to increase cash flow and sales, make sure to not forget an effective call to action.

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