Part 5: The Art of the CTA Ah, the ubiquitous—and critical—Call to Action. Great branding, sumptuous, emotional or humorous creative, a strong voice: they are the vessels that hold the CTA. The ask: to buy now; sign-up; get more information; go online; hurry, don’t miss this sale. For every response-driven tactic we create—from catalogs to […]
Once upon a time, a daughter asked her Mother why she cut the ends off the roast before putting it into the oven. “Because that’s how my Mother taught me,” she answered. Curious, the girl asked her Grandmother why this trick made a better roast. “Well I’m not sure, but my Mother taught me to […]
It occurred to me the other day while I was noodling email subject lines (trying to eke out another 1 or 2% increase in open rate) that even if I was successful, it would only lead to a fraction of a percent of click-through improvement. We tend to call email marketing “consumer direct,” but really, […]
