For service-based companies, calls to action have to be more marketing
and less sales in nature. The language and suggested steps are more subtle; you can??™t push
people to buy a service on the spot, so you have to ask them to take another iterative step.
Some examples include the following:
Ask the readers to make contact with you: By pushing them to your contact page
(or providing an e-mail link or miniature contact form right on the product page
itself), you are receiving permission to contact them directly. Make sure you capture
their vital information: name, e-mail, phone, and areas of interest.
Offer the opportunity to download additional marketing materials: This might be
technical whitepapers, case studies, or full product brochures??”as long as it??™s relevant
and valuable to the reader. For particularly significant content such as long,
technical whitepapers or third-party ROI studies, you may want to ask the reader to
give their name and e-mail address in exchange.
Provide a means for readers to stay up to date about the service: The simplest way
is an e-mail mailing list or an RSS feed, but you may also offer a traditional mailing
list as well, depending on the nature of the business.
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