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.
Why?
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 anycompany.com.
  • 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: Ted.com)


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 craig@cdmginc.com. For help with your next direct marketing campaign, feel free to email me or contact me at (310) 212-5727 for a free consultation.

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