I'm appalled at the number of marketing materials that go without a call to action. Savvy marketers know that a good call to action, even when it seems redundant, can vastly increase your return on investment for any marketing medium: postcards, brochures, posters, emails, TV ads and everything else. Yet so many go without. Don't make this mistake in your own marketing designs. Calls to action come in many different forms, from a headline or final copy sentence that asks you to try something new to the modern “Find Us On Facebook” and “Follow Us On Twitter” calls. When you put them to work, they work well. The following examples represent five profitable ways to include calls to action in your designs. 1. Personalized call to action This postcard invites you to “Meet Mark.” Who, or what, is Mark? You'll find out its a line of cosmetics and clothing when you turn the postcard over – and you will, indeed, turn the postcard over to find out. 2. Helpline call to action This informational poster demonstrates how a call to action is integral even to the mundane, the services most will never need. But if you do need it, you will know what to do next with a phone number or website call to action. 3. Q & A call to action Pose an intriguing question, then promise the answer when a call to action is followed. In this case, a web URL is given. 4. Limited-time offer call to action One of the most powerful calls to action in your arsenal, a great limited-time offer (“Hurry! While Supplies Last”) will motivate buyers to take the next step in the purchasing process. 5. Simple and sweet call to action This is a vintage ad that takes advantage of the established brand power of Coca Cola, but the principle still works today. Try a Coke (or insert your brand/product/service here).
5 Profitable Ways to Design Calls to Action
July 5, 2011
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January 07, 2016 03:22 am
Stay away from that fourth B though. The 4th B? Boxes.
Brian January 07, 2016 03:22 am
Hi Dan - thanks for your feedback. I'm not sure what you mean by avoiding boxes - do you mean not to place your call to action inside a box? While separating your call to action from your benefits in a way that inhibits natural reading flow is to be avoided, I will say that I absolutely believe its possible for talented graphic designers to showcase calls to action with boxed enclosures. If I'm missing your point, would you mind elaborating?
January 07, 2016 03:22 am
[…] headline, body copy, and postcard design all play roles in the success of your postcard campaigns; particularly your headline. The quality […]
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