Photo by Hidde de Vries

You already know that every time you market your business, you need to include a call to action. A reason for someone to contact you now. Where should you place it? How should you phrase the call?

Think of your marketing copy as a conversation you’re having with a prospect.

You’re at a business event, and meet someone new. You shake hands, and introduce yourself by name. You mention why you’re at the event, who you work for, and perhaps an observation or two to build a connection with your new friend. If you’re savvy, you’ll ask more questions about your friend’s business than you’ll tell about yours. You’re listening so you can share relevant information with them. If you have some knowledge of solutions to your new friend’s business challenges, here’s the time to mention it. You might ask for their business card and offer to follow up with them later about your information (giving your business card in exchange).

In this conversation, your ended your conversation with a call to action (“give me your card so I can give you the information you need to solve your problems”).

Your first call to action would be after you’ve clearly identified your prospect’s problem, validated your expertise, and put a value on solving the problem (not necessarily what you charge, but rather what it’s worth to them in monetary or emotional terms). If you have extended marketing copy, then you’d place calls to action following each detailed explanation of another problem/solution you handle effectively. And you’d end your extended copy with yet another call to action (in case the prospects skimmed over the content).

The phrasing of the call should be natural: “Call TODAY to solve your problem. Guaranteed.” The call to action must have a mention of time, otherwise it’s not compelling (“Call when you’re ready to find out more”). The call is actually worded as a subtle command: you’re telling your prospect exactly what to do, after you’ve sold them on why they should care about your offering.

Don’t make your prospects “read between the lines” too much. Make it blindingly obvious what you’re offering, why they need it, and how they can get it.