At JogPost we have seen it time and time again, a leaflet that looks smart and gets the message across, but has no call to action. What a waste! It is like a hotdog without mustard, or a ninety-nine without a flake! Yu can have the best designed leaflet in the world but if you miss the opportunity to add a call to action, you leaflet drop will most likely not achieve what you want it to. 

The Call to Action

OK, so we don’t want to teach our grandmother to suck eggs, but let’s do a little refresh of what an effective “call to action” is. It works like this: 

• You produce a piece of advertising 

• You persuade your audience to buy, or to take some action. 

The end result you are hoping from your leaflet distribution, of course, is to sign them up as a customer. You will want them to be on the mailing list for your news or follow you on social media, or come into your shop. 

Make it clear

Now this is all very well but potential customers are not mind readers, and you will need to tell them what it is you would like them to do next. And that is what a call to action is. It’s simply an instruction. Something like

• Sign up for our Facebook page

• Call us today

• Come and see what we have on offer

Sounds obvious? Well as we said, you would be shocked how often we see great leaflets, nicely designed but that completely lack a call to action. The leaflet will say where the business is, what they offer and might even mention that there are special offers available. But that’s where it ends. Those leaflets could be much more effective if they just added a call to action, something like – Make sure you don’t miss out, visit us today! 

It does not have to be the most professional copywriting you’ve ever seen but anything is better than having no call to action! Your aim with your leaflet is to grab the attention of potential customer, so it makes sense that when you have that attention, you do something with it and send your message out, loud and clear. 

Think back

I am sure we can all recall a conversation that we have had on the phone or elsewhere where what has tipped us over the edge and made us reach for the plastic has been the call to action. It can be a powerful thing and a pro can have a customer eating out of his or her hand in no time when they use the right call to action. 

At JogPost we are convinced of the power of the call to action and we think that it is probably the most important part of what you need to put on your leaflet to get you the best ROI. If you need advice, we are always happy to help. Get in touch today! (Did you see what we did there?!)