One of the most important pieces for any successful piece of
print marketing is a call-to-action.
But not just any call-to-action, or CTA for short. One that makes the reader immediately want to follow through. So how do you craft the perfect CTA? Here's some tips for your next print marketing piece:
Figure out your goals
First and foremost, figure out what you want to accomplish with the piece. Are you a new business and you want to let people know you're in town? Do you want people to purchase right away? Do you want to get a foot in the door and have the opportunity to speak with them?
Once you know what your goal is, you can keep that in mind throughout the entire process. The whole purpose of the marketing piece is to help you achieve your overall goal, but the CTA will be the push to the final objective.
Keep it short and sweet
Don't ask people to do too much. Which one would you be more likely to take action on?
"Like great deals? Then like us on Facebook, share your pictures and tell us stories of how you saved on your biggest deal yet. Click the link on our Facebook to find out more. Be sure to share with your friends and family!"
"Like great deals? Then like us on Facebook!"
Make one request with your CTA. And make it a simple request. If you want them to call you to set up a consultation, then make sure your phone number is right next to the CTA like in the example below. Asking them to search the flyer for your phone number could be just enough to make them not place the call.
But not just any call-to-action, or CTA for short. One that makes the reader immediately want to follow through. So how do you craft the perfect CTA? Here's some tips for your next print marketing piece:
Figure out your goals
First and foremost, figure out what you want to accomplish with the piece. Are you a new business and you want to let people know you're in town? Do you want people to purchase right away? Do you want to get a foot in the door and have the opportunity to speak with them?
Once you know what your goal is, you can keep that in mind throughout the entire process. The whole purpose of the marketing piece is to help you achieve your overall goal, but the CTA will be the push to the final objective.
Keep it short and sweet
Don't ask people to do too much. Which one would you be more likely to take action on?
"Like great deals? Then like us on Facebook, share your pictures and tell us stories of how you saved on your biggest deal yet. Click the link on our Facebook to find out more. Be sure to share with your friends and family!"
"Like great deals? Then like us on Facebook!"
Make one request with your CTA. And make it a simple request. If you want them to call you to set up a consultation, then make sure your phone number is right next to the CTA like in the example below. Asking them to search the flyer for your phone number could be just enough to make them not place the call.
Create a sense of urgency
It's easy, especially when it comes to direct mail, for people to set a piece aside thinking they have plenty of time to take action.
Help make sure your potential clients feel a sense of urgency to take action. Take a look at the following examples to see which one would prompt you to call sooner:
"Call us anytime!"
"Call us today to take advantage of this limited-time offer!"
"Call today - supplies are limited."
If possible, include a special offer
Really want to convince your soon-to-be client to call you? If it makes sense for your business include a special incentive.
"Call today and get half-off regular shipping"
"Order before November 24th and get our special buy-one, get-one offer"
"Call today - supplies are limited."
Try using words like "for a limited time only", "while supplies last", or "call before x date". Be sure it's concrete offer, not just "for more information, call us at …". Even if it's a free trial, appointment or consultation there is some value in it for the reader.
Use eye-catching colors and graphics
Now that you've figured out the perfect CTA, you need to put it onto the marketing piece. Make sure you're using colors that contrast and stand out from the rest of the design. You really want to make your CTA clear and draw a attention to it.
All of the wording on any print marketing piece is important. But
even the best looking brochure can fail to achieve its goal
without a clear CTA.
Hope these tips make your next CTA a huge success! If you need any input just give me a shout - I'm always happy to help.
- Denise Hayes
Hope these tips make your next CTA a huge success! If you need any input just give me a shout - I'm always happy to help.
- Denise Hayes