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Many savvy businesses continue to post advertisements in newspapers and magazines because they see how effective print ads can be. One of the most effective aspects of ads in magazines and newspapers is the call to action or CTA. This feature is extremely important, and without it, your ad is sure to fail. What is a CTA? Why is it so important? How do you write one? Keep reading for everything you need to know about the CTA for print advertising and for tips on how to write one effectively.

What Is a Call to Action (CTA)?

A call to action (CTA) is a sentence or a few phrases designed to invite a user to take a specific desired action. CTAs are often used in marketing and advertising to generate leads or get sales; however, they are also seen in speeches and other forms of persuasive writing.

For example, a political action group may ask their readers to vote in an upcoming election. Or a helpline may request viewers to call a phone number. A retailer may invite a reader to clip a coupon from the magazine and redeem it online or in their store.

The CTA is essential to creating a quality advertisement in a newspaper or magazine because once the business has stated the purpose and benefits of the product or service, the prospective customer or client needs to know what to do with that information.

The more information you include for your potential customers, the better it will be for you and them. You can let them know what to expect when they visit your website, and you can provide them with an incentive to redeem an offer at your physical store. It’s important to understand what industry-specific phrasing or messaging your prospects will respond well to; however, there are also some general tips that can benefit any CTA.

How Do You Write a Call to Action?

There are certain elements that make up a CTA. Here are a few to keep in mind before writing yours.

Use a Strong Command Verb to Begin

When you write your CTA, you must remember to be clear and concise. You don’t have to write a whole essay—simply use a few sentences to get your point across. Let your audience know exactly what to do in response to your message, and use a command verb such as “buy,” “shop,” “order,” “subscribe,” “visit,” or “download.” Remember to provide the website, physical address, or contact information so your customers know where to go to act.

Use Words That Provoke Emotion or Enthusiasm

To get a strong response from your audience, you should evoke emotions or enthusiasm. Promotional offers are a great way to get your audience excited, especially if there is a limited time that the offer is valid. “Get 50% off when you visit our store within the next 30 days,” or “Call now to book your free consultation,” are great examples of CTAs that get customers excited.

Give your Audience a Reason to Take the Action

Your CTA should clearly state the benefit to your readers. Will your offer help them perform better at work, lose weight, save money, or be more organized? The value of your CTA depends on how well you meet a need of your audience.

Take Advantage of FOMO

One of the best tactics for creating a successful CTA is tapping into your readers’ fear of missing out. Otherwise known as FOMO, this tactic is an excellent motivator to drive your customers to act on your CTA. Make your offer so good that your audience acts because they don’t want to miss out on a great opportunity.

Use Numbers When Possible

Customers enjoy seeing numbers such as pricing, discounts, promotions, and other incentives. It helps them determine whether it is worth it to splurge on items they desperately want but may not be essential. Using numbers is a great way to appeal to your target audience. By using pricing information in your ad or sharing the percentage of discounts that you are offering, you are making the value of your ad clear. Experiment with numbers by including some pricing information in your CTA, such as, “Book today and get 15% off your next visit!”

Trust North American Media to Help You Build Your Advertising Campaign

You cannot write an effective direct mail marketing piece without a CTA. It won’t matter how creative your advertisement is, if you do not clearly state what you expect your audience to do with that information, it won’t matter. Your CTA needs to be clear, simple to follow, and provide the opportunity for further action. Keep in mind the tips mentioned above, and you will be on your way to creating excellent CTA copy that gets you the leads you’re looking for.

If you need extra help creating an effective marketing campaign, look no further than
North American Media. We are experts at helping our clients establish strong, effective, and successful advertising campaigns. We offer multiple services that you can use to meet your business goals, and we can create a customized solution that suits your goals and budget. Whether you are a small startup organization or a large established business, our print advertising agency can help you create a powerful advertising campaign that works. We can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust.

If you need help catching the eyes of your readers and establishing an effective magazine advertising campaign, consider working with our print advertising agency. Our services also include direct mail marketing, list & insert brokerage, data solutions, list fulfillment, list management, digital media and radio, TV & Podcast media. For more information about advertisement costs in print media and how we can help grow your business contact us today!