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