Why Your Marketing Doesn’t Always Need a Call-to-Action (CTA)
I’ll be the first to admit; this blog post marks a significant shift in the way I think about marketing. For years, I’ve been encouraging marketers to always include a Call-to-Action (CTA) with every single piece of marketing content they produce and distribute. My thought behind this was simple: If you don’t give someone something to do after they have consumed your content, they will simply bounce out of your content and land somewhere else with a potentially more compelling proposition.
I believe this opinion was formed in my days as a sales professional (quite some time ago) when I followed the Always Be Closing (ABC) mantra — as popularized by Alec Baldwin in the 1992 movie Glengarry Glen Ross (if you work in sales or marketing, and you haven’t seen this film, consider it essential viewing).
Attention, Interest, Desire, and Action (AIDA)
Of course, sales and marketing has moved a long way since 1992, and while the rules of Attention, Interest, Desire, and Action (AIDA) are still very…
