In my previous post on this subject, I stressed the importance of making it easy for consumers to take action by clearly indicating in your advertising what it is you want them to do.  You need to lead consumers with verbal and visual cues to generate a desired response.

Experienced direct response copywriters know that a call to action is strongest when repeated.  Some espouse to a “tell ‘em what you want ‘em to do, tell ‘em to do it, and tell ‘em again” philosophy.  Experienced direct response art directors like to employ techniques like “handwritten” margin notes, highlighted copy blocks, and graphic design elements that grab attention and move the consumer’s eye towards a call to action.

This works fine in the relative luxury of direct mail or print advertising.  But what about other media where message brevity is a priority and consumer engagement is limited?  How does this translate to video and digital media channels?

DRTV advertisers learned that putting up a phone number early in a spot — even before a call to action is given — increases response because its mere presents alerts consumers that an offer is coming.  This is also true for Web addresses placed early inside online videos.  Plus, response is often stronger when a phone number or URL is spoken as well as shown at the time of the call to action is disclosed.  And the phone number or URL needs to be on screen long enough for people to write it down.

It also helps to show what the consumer will get for taking the requested action, even if it is just an information kit or a downloadable report.  If you want to attract visitors to a Web site, you can show images from the site. 

With online media, the challenge to lead eyeballs to action is especially great.  Consumers are time-crunched, and they process input quickly.  You need to catch attention immediately and motivate behavior efficiently in the confines of the digital screen.  (And when that screen is on a mobile device, it’s extremely confining.)  Here are some techniques to help you overcome the obstacles:

• Subject lines and headings that emphasize benefits and/or offers.
• Calls to action early in copy and layout that appear “above the fold”, perhaps in a box or button at the top of the page…or at least in colored or bold text.
• Hotlinks in multiple locations.  Hotlinks in blue underlined text immediately convey the opportunity to click for more information.  Product names should be highlighted, but a highlighted “click here” can be just as effective, if not more so.  And don’t stop there.  Also hyperlink all photos, subheads, and offer statements.   (Rodale’s emails for Men’s Health products are great examples, just chock-a-block with links.)
• If your message is framed in a border, place hyperlinked “eyebrow” copy above the border.  (This also allows for clickthroughs if the elements within the border fail to load.)
• Arrows and/or color bands that drive eyes towards a call to action.  Good old bulleted copy statements, numbered lists, etc., do the trick, too.
• Notes in the upper portion of a margin column that summarize benefits, offers, and other reasons to respond.
• Mouse “rollovers” that expand graphics to display more details or provide additional sales points.

These techniques work on Web sites and in email, and we’re beginning to see them employed in some social media environments.  But I’m sure I’m only scratching the surface here.  What other techniques for attracting attention and driving response are working for you?  We’d love your feedback.