Most people aren’t going to put a lot of thought to advertisements when they read them. The reason is because of just how many advertisements there are out there. They’ll take in what the information says, but that doesn’t mean they’ll always be inclined to apply it to them personally.

One of the ways to change this is with the call to action. Now, what exactly is a call to action?

Just like it sounds, it means telling people to do something specific. For the majority of color printing, such as flyers, brochures, postcards, etc., a call to action is going to be at the end of the advertisement and be composed of you telling them exactly what they should do when they’re finished reading.

If you sent them a postcard talking about an upcoming sale, tell them at the end to come in today. If they’re reading a brochure about the different services you provide, tell them to call now. Even with online advertisements you’ll notice that most of them tell you to click here at the bottom of the link.

It can seem as if such a thing shouldn’t be necessary. After all, when you read about a sale going on that will be good for you, wouldn’t you naturally think to yourself that you should come in? Don’t you know after reading that online link that you need to click there to precede?

The problem with this is what I stated at the beginning of the article: people just don’t always apply what they’re reading to themselves. They’ve certainly read so many different advertisements that they aren’t thinking about the fact that this ad is speaking directly to them.

But a call to action closes that gap and tells them exactly how this information connects to them. And also, it lets them know what the next step is if they do have interest. By saying call now you let them know that they should call if they want additional information, just as telling them to click will let them know that this is the link they need to follow.

Remember too that the word now is the most important part. By default it gives every form of color printing you use a sense of urgency it would otherwise be lacking. When people see the word now it instills an automatic time limit. They need to act quickly if they want to get the best deals.

Without that word a person might think they have all the time in the world, and take a lot of time, until they forget about the deal altogether. You need to make sure that doesn’t happen by making sure they know they need to act right away.

Sometimes the smallest details can augment a brochure into something a lot more effective. Make sure your advertising has the urgency it needs.

Kaye Z. Marks is an avid writer and follower of the developments in color printing industry and its benefits for small to medium-scale businesses.

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