Ah, the Call To Action (CTA), often the unsung hero of any advertisement. Far less glamorous than the headline, the CTA does the heavy lifting to move potential customers from the advertisement to the next step in the sales process. All work and no play — the CTA.
Granted, sometimes it’s less work. To move a prospect from a digital or mobile ad to a digital or mobile site may require only “sign up” or “download your coupon” as a CTA. Basically, it can be two to five words on a button.
Nudging a prospect from print advertising (newspaper, magazine, flyer) to digital is more complex. The prospect has to stop reading and follow up on a device at that moment or make a note to do it later. And with life’s many distractions, “later” can turn into never.
The good news is that CTAs for print ads aren’t confined to a button. Go ahead! Say a little more and nudge a little harder. Consider these tips for CTAs in print advertising: