In all cases, you want to capture the reader??™s information, because even a name and e-mail
address can be leveraged into targeted, customized marketing campaigns.
Language and design. The language and design of the call to action is important. The verbiage
has to be action-oriented, specific, short, and bordering on bossy. You??™re not out to
beg; you??™re out to clearly indicate the next task the reader should take. Let??™s take our
preceding examples. Instead of saying ???Please fill out our contact form so we have your
information on file and can let you know when we have our next demo scheduled,??? be
direct: ???Contact us to schedule a one-on-one demo with a company representative.??? For
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the newsletter, you can be just as direct. ???Submit your e-mail to stay up to date about our
service??? is better than ???If you give us your name and e-mail address, we??™ll periodically send
you an update about our services.???
Choose words that incite action: submit, contact, register, watch, learn, download, click,
get, view, and so forth. While in truth you are asking for users to give up their contact
information, you want to be politely demanding in order to spur action.
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