How Do You Generate a ‘Big Creative Idea’?
In my previous post I stressed the importance of ensuring that your communications campaign contains a…
Having considered how to word your call to action in a previous post, I want to focus here on how to improve the clarity and impact of your call to action – without going overboard…
The call to action, particularly the response mechanism, needs to be clear and in some way stand out from the body of the communication. This is purely so that those prospective customers who have already been sufficiently convinced can respond part way through the communication, rather than being forced to see the communication right through to the end. For this reason, it is good advice to feature the call to action ‘above the fold’ as well as at the end of direct marketing communications. For example, the following Premier Inn e-mail features no less than three calls to action above the fold:
Bear in mind that the call to action is not intended to persuade the prospect (other than giving them the final ‘nudge’ to respond) – this task must have already been accomplished beforehand. You should therefore consider the following caveats when planning the structure of your call to action:
In other words, once you have made your case, you must then allow your audience the space to reach their own conclusions – ensuring that the response mechanism is clear enough should they be sufficiently persuaded to act. As John Hegarty puts it:
You don’t instruct people to do something – you inspire them.
If you’re interested in exploring this area in more detail (together with relevant examples), you might like my recent book ‘Successful Marketing Communications’. If you have any thoughts or comments, please drop me a line below.