Shaping a call-to-action (CTA), an art and science, is the power of direct response marketing. Driving action… NOW, allows a marketing campaign to be deeply measured, analyzed, and improved. But what makes the consumer do it now? There has to be top product/service quality, an affordable price, urgency and wait… something FREE. Everybody wants something for FREE regardless of age or income. Finding the right FREE item can be a challenge because it can’t over shadow the main product, but has to have real and perceived value. It has to be cost effective and relevant, but the secret sauce lies in the give away. My favorite give aways are those that are service based and ultimately lead to an independent recurring revenue stream. In a nutshell that’s what drives a successful call-to-action (CTA).

-GS

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