A Call to Action or Marketing Message is a statement usually found near the conclusion of a marketing message that encourages the consumer to perform some action. For example, call an 800 number, email for more information, download a PDF, return a coupon before an expiration date or place an order. While your message may be clever or beautifully designed, the lack of a clear call to action will result in fewer sales for your product or service.
Check your competitors ads, check your own marketing materials. Are you giving the consumer a clear next step? How can your message be more convincing or more compelling to your target market? Providing a clear call to action will only improve your marketing efforts.