Are you including a call to action on your printed materials?
Truth be told, the call to action is the quintessential element for print material. The success of your brochure, flyer, or direct mailer hinges not just on your content, but also on your ability to take your reader to the next step.
Here are two powerful elements to boost your call to action’s effectiveness:
#1 – Include Action Verbs
Action verbs are automatic tip-offs that tell the reader what they need to do to take advantage of an offer. Simply listing your phone number or website somewhere on your collateral isn’t enough to spur activity. Rather, you need to provide a short phrase that’s both eye-catching and actionable.
For instance, if you print a coupon code on a direct mailer, you might say, “Visit www.xyz.com and use this code for 50% off!”
This is more effective than simply printing the offer code and listing your website somewhere on your collateral because your reader doesn’t have to connect the dots on their own – you’ve done it for them.
#2 – Keep it Short and Simple
No one wants to mine your content to see how they can take advantage of what you’re offering. Make your CTA obvious and keep it brief:
- Call Today for a Free Consultation
- Visit Our Website for 10% Off
- Register to Win at www.abc123.com
If your audience will need to follow a few steps to take advantage of your CTA, consider creating a special landing page specifically for that offer that will list these steps in further detail. Your collateral’s job isn’t to tell them everything they need to know – they just need to know enough to get to the next step.
Don’t assume your reader will know what to do after reading your material. Including a call to action removes any doubt about next steps and keeps them engaged. Just make sure you keep it simple and direct, and the results will follow.