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Creating Calls to Action That Work

Tell me something: why should I visit your site? What benefit is there for me? What will it give me? That’s what creating calls to action should address.

What’s in it for me?

If you didn’t take Marketing 101, you might not have heard that little question before, but it’s one we marketers churn around and around in our heads. Marketing doesn’t boil down to product benefits or why we think our products are spectacular: it’s all about what’s in it for the customer.

Once you get a visitor to your site, you need to give them something to do. Well-written copy is great, but without a call to action, it’s useless. A call to action gets your visitor to do something like:

  • Buy a product
  • Click to learn more
  • Give their email for more information

You should be creating calls to action for every page of web copy, every email, every ad you invest in.


Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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