Ah, the ubiquitous—and critical—Call to Action. Great branding, sumptuous, emotional or humorous creative, a strong voice: they are the vessels that hold the CTA. The ask: to buy now; sign-up; get more information; go online; hurry, don’t miss this sale. For every response-driven tactic we create—from catalogs to emails—we need to ask ourselves, “What do we want the customer to do?” Indeed, high-level, impactive brand campaigns can be relieved of the CTA burden when awareness itself is the end goal. But for most of our day-to-day work, the collective “we” need to consider what behavior we are trying to provoke. Once that preferred action is defined, the CTA has the football.
Read Part 5 of the 8-part series and learn The Art of the CTA: Read Full Article >>
Author: Michele Drohan, VP Client Services
The team at J.Schmid are specialists in direct marketing creative. We understand, better than most agencies, how the direct model works. We also understand that data alone can’t deliver a human message that connects emotionally. That’s where our creative chops take over. If you’re a digitally-native brand considering using the power of direct mail for the first time, give us a call. You won’t find a better direct-to-consumer agency. If you’re already using direct mail, we’ll show you new ways to integrate print with your digital efforts for a seamless brand experience. info@jschmid.com |
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