One major problem with most “image” advertising is that when prospects are done looking at it, they are not sure what to do with their new-found knowledge.
The copywriter did not tell them what to do. The ads are missing what direct response copywriters define as “the call to action.”
It’s a pretty simple concept. If you want your prospects to do something … tell them what to do.
Here are a few examples of calls to action:

  • For more information, call (800) 55-1212 today.
  • Download your 25% off coupon when you go to
  • To get your copy, simply complete the attached order form and mail it in the postage-paid envelope.
  • Visit your local Chevy dealer to test drive the amazing new Corvette.

Image Advertising (Credit:

Although calls to action are one of the things that distinguish direct response marketing from image advertising (after all, you are directing a prospect to do something), even the most image-based of image ads can improve their results by adding a simple call to action.
For more ideas on how to use calls to action in your copy, email me at For help with your next direct marketing campaign, feel free to email me or contact me at (310) 212-5727 for a free consultation.