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Insights | August 25, 2023

How to Craft an Effective Call to Action

Every strong marketing piece is built with purpose. In most cases, that purpose is to prompt some kind of contact with a potential client or referral, which creates the need for a call to action.

While they can be as simple as listing your web address, calls to action are the transitions between the stages of your prospecting cycle, and they can be crucial to progressing early relationships with potential clients. 

What do you want the recipient to do?

Crafting your call to action begins at the same time you start crafting the piece it’ll be part of. If it’s a mailer, a website, an email or a pitch deck, think about when it will come into play and what you intend it to lead to. 

You may want the recipient to pick up the phone, complete a contact form, visit your website, make a referral or set up an appointment, but it should be a realistic ask considering where they are in the prospecting cycle at that time. If this is a piece for cold introductions, they may be less likely to pick up the phone and set up an appointment than they are to visit your website. If it’s meant for someone you’ve already met with, you should indicate what the next steps are in becoming a client. 

What are you offering them?

Also worth considering is the appeal of the call to action. What’s in it for them? You might see stronger results if you’re able to offer something of intrinsic value, like exclusive information, a giveaway or a specialist opinion. Even a general prompt to visit your website could be presented with greater relevance: “Learn how we’ve helped other business owners through the succession process,” or, “Find out how our process helps our clients mitigate risk.”

In an introduction letter, this call to action could be more personal: “Reach out if you have any questions about the materials enclosed or about your options for retirement in the next five years.”

How easy have you made it?

The final component of every call to action is the functionality behind it. Consider whether you have an appropriate place to send them on the web, a dedicated email address, or appointment-setting software linked to your calendar—as well as a way to track it all.

If your call to action is part of a printed piece, include a short URL, clear next steps or another mode of contact that is actively maintained by your team.

Whatever you’re calling them to do, it should be easy and the entire process should reflect the kind of client experience you’re promising them—polished, seamless and highly professional. 

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