Call to Action (CTA)

Ever hear Shakespeare's St. Crispin's Day speech from Henry V? That's pretty much the world's most famous call to action. But don't worry if you haven't heard that one. You've heard plenty in your life. Almost every ad and most blogs (and other online content) include at least one.

The number-one rule in direct marketing and advertising is to never leave out a call to action. This is what a company wants the consumer to get up off the couch and do. It could be to visit their website, attend a special sale or event, click on a button to donate or "call our 800 number now."

Companies also test out their different marketing messages and calls to action to see which ones yield better results. They might change the wording or the print color or font, or have a "teaser" on the outside of the envelope or the email subject line. Calls to action can also vary as the potential customer moves through the sales "funnel." The company might start by thanking the customer for visiting their booth at a trade show, followed by an offer for a discount if they "act now."

Once someone becomes a customer, they might receive calls to action to upgrade equipment, add accessories, or receive a trade-in discount to replace an older product.