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JIM LOGAN: Without a doubt, the call to action is the most critical component of any marketing campaign. There’s nothing that gets you less response than having a wonderful marketing piece that talks all about your company, how great you are, even goes into the benefits you offer your customer, but then ends with nothing. One of the most important things you have to have is a call to action. After your customer receives your message, what is it you want them to do?

(voiceover continues) What Is the Call to Action?

-Vote

-Register

-Request information

-Call

-Visit a Landing Page

Do you want them to vote, register, request information, give you a call, visit a landing page? Without giving them specific instructions you’re just leaving to chance what that next action will be. Instead, you want to direct it, because by directing that action it puts them into your sales cycle, and gives you a better chance to make them a new customer.