In April 2007, B to B magazine reported the results of a study showing that 91% of advertisers fall to include a call to action in their ads. So, if nobody is using them, why do you need one? And what is a call to action anyway?

A call to action is just asking someone to do something. It tells people what to do in order to get your product or more information. It can be as simple as, “call me”, “click on a link” or “mail this card.”

If you don’t ask, you won’t receive! And, you’ll stand out even more from those other 91% of businesses who don’t have one.

Without a call to action, your prospects will flounder around trying to figure out how to contact you (and get what they want). It’s a bit like going rowing with only one oar. There’s lots of effort and circling, but not much progress.