PRODUCTION: THE NEW CALL TO ACTION
Customers … why don't they just do what we want? That would make direct marketing so much easier, wouldn't it? Unfortunately, it's not that easy. In today's marketing climate—with so many choices, technological devices and brand messages bombarding the senses—it's more difficult than ever to get customers to do anything, let alone what you want them to do.
In printed direct marketing vehicles, the stalwart "order now" or "go online" prompts simply don't cut it anymore. You need to do more. How? By creating a compelling call to action that cannot be ignored. Prompt customers to act, to see the call to action screaming at them from the printed piece in a way that moves them to react and act. To do something!
By Lois Brayfield and Matt Fey as seen in Target Marketing