Sales and marketing are the great persuasive arts of our time.

They are the flagship that we business people look to when we want more business and more people using our products and services.

Over time however most business people, self employed folks, and even traders or merchants will forget that last part which is essential to sales and marketing.

Sales and marketing that does not try to get a potential customer to “do something” is ineffective.

There’s no point in being articulate and fluent with a perfect presentation if the next time you meet a customer, you wow them with your poise and charm, but then you don’t have a specific “ask” to make of them.

Marketing, advertisements, and campaigns that flash your logo all over the place but don’t tell the audience what to do next are a waste of your time and money... except if this is a purely “brand” based campaign.

Sometimes the goal of a brand based campaign is just awareness and to create positive associations.

When sponsors of international football in live matches put their logos all over the place, they don’t ask you to buy their beer or their product... at least not now.

The association they have made with the audience is good for now, awareness has been achieved, and good dispositions have been created in the mind of the viewer.

Apart from scenarios like these, you’ll have some serious problems if you aren’t incorporating a CTA (call to action).

Leaving this out could be costing you sales and profits.

If your marketing isn’t working, then that could be one of the problems.

The reason why your marketing isn't working might be because you don't have a clear call to action!

You're not asking people to do anything at the end of your communications, or you might be asking them to do too many things!

A call to action could be something like “buy now”, “register to qualify”, “call us today on 080XYZABC”, or, “to learn more send us an email at ABCD”.

When you give clear action points like this, the chances are that someone will respond and do what you asked.

The good news is that people who take the action you recommended are most likely “serious” and “qualified” customers.

They either have a need, or they can see very clearly how your product or service can be useful to them.

Those people who respond are very good candidates to start engaging in direct sales conversations with.

Help your cause today with your sales efforts and marketing communications.

Give one clear call to action.

Ask and it MIGHT be given unto you.

Don’t ask? And you’ll never know!

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