Never assume your customers know what you want them to do. You have to make it fool-proof for them. You have to spell it out for them – in black and white. Think about it like this: first, customer reads your copy; then the customer does “X” task.  X task is what you want them to do – perhaps it is for them to call your office or it could be signing up for your e-newsletter. Whatever it is, make it clear and simple. You don’t want your customers guessing. It can also be helpful to include some sort of time-frame onto special offers. This can help motivate your customers to act quickly.  An example of this would be, “Today Only 25% off your purchase.”

The more specific your call to action … the more likely the customer will do what you want them to do.