Every piece of effective marketing content ever written has one thing in common. It doesn’t matter if it was writing on a cave wall or a web page with two sentences. There is one piece of every effective marketing content that is absolutely essential. Without it, your marketing content has no chance.
That one piece of essential marketing is called a call to action. Its purpose is to spur your reader to a desired action.
It could be that you want your website visitor to give you his or her e-mail address so you can send them endless e-mails hawking your digital products. Or you might want your website visitor to click the “Buy Now” button. Maybe you just want them to download your free e-book or stand on their head and sing the National Anthem. Whatever it is, you need a call to action.
The call to action must be bold. It’s got to stand out as a bold statement or request. If you don’t ask, you don’t get.
It needs to be short and to the point. A good call to action doesn’t need a set up. You sell the benefits, then ask for the order.
No marketing content – online or offline – can survive without a call to action. Remember, if you don’t ask your reader to take the action you want them to take, then they won’t do it. Spur them to action.