Where’s Your Call to Action?

by Rob Wicker

The intent of most marketing is getting your prospect to take action. That could mean a phone call, an email or a visit to an open house.

Be sure to make your call to action crystal clear. For example, in a magazine ad your photograph is usually at the top and sometimes at the bottom of the page. The natural place for the reader to find your contact information is below or next to your photograph.

We all have multiple phone numbers. Include only one phone number in your ad — that way the prospect doesn’t have to guess which phone number you actually answer. (And please, answer your phone.)

For your website, most of us are trained to look for contact information at the top of the right hand side of the page. Web pages usually include a lot of information. Your phone number and email address should be large enough to be easily seen. Also, keep your contact information in the same place on every page of your website.

When you are promoting open houses, the time and the address are your call to action. Bold them both.

How well you communicate your call to action can be the difference between lead and no-lead.

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Filed under Advertising, Design

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