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Marketing may have gone online in a big way, but most companies are still using printed marketing material to back-up their online marketing message. This can’t simply be a case of printing out whatever’s on your website in brochure form – the two formats demand different strategies, not least when it comes to the all-important call to action (CTA).

Our top tip for printed CTAs

Literally, your marketing will only be as good as your CTA. If people read your leaflet or brochure and then don’t have a clear understanding of what they need to do next, they won’t do anything. The CTA needs to stand out from the page, and you need to devise a strong imperative instruction that will bring potential clients to your door and turn them into customers.

Follow these tips to make your printed marketing material as strong as it can be:

  • Understand what your target audience is looking for – your potential clients have a problem or a need that only you can solve or fulfil, so make sure you know exactly what that is. Then be clear in communicating the benefits of your proposition, leading to a call to action that tells your audience what they need to do to solve the problem.
  • Your CTA has to be about action – call us, pick up the phone, visit our website etc. These are verbs that imply action, rather than more passive messages such as take a look or consider this.
  • Keep it simple – you can’t afford to have any ambiguity in your CTA, so tell your audience exactly what’s expected of them. For example, call us rather than add our number to your contacts, or buy now rather than put this on your shopping list.
  • Make it easy – if you want your customers to call you, give them the number and print it large enough. If you want potential clients to visit your website, put your web address in its simplest form. People are short of time and short of attention span, so do all you can to spoon feed them and push them in the right direction.
  • Make your CTA stand out – ideally put your CTA in a box, print it in a different colour and make the typeface at least 20% larger than the surrounding copy. Leave as much white space around it as you possibly can. In other words, make sure they can’t miss it.
  • Repeat your CTA – if you can repeat your message in several different ways, on each page of your marketing, it will have more chance of sinking in.
  • Use offers and urgency – make a special offer that seems irresistible, and make it all the more compelling by putting a time limit on it.
  • Follow up on every contact – if you let customers that follow your CTA slip through your fingers, all your prior marketing efforts will have been a waste of money. So make sure you know how you need to respond to convert enquiries into sales.

Photo by Tyler Nix on Unsplash

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