The aim of marketing is to support customers through their buying journey. Therefore every single piece of marketing should have a call to action that leads your customers on to the next step. If you're not clear on why, read my previous blog, "Have you planned your customer's next step?"
 
Crafting an effective call to action is easier said than done. Here are the three things to keep in mind:

The answer is both, but at different times of the sales process.

I’ve talked about the sales funnel before, and about how a deconstruction of the model forms the backbone of the Watertight Marketing methodology (in which I am Accredited and licenced). But when we start talking about logical and emotional messaging in marketing, it’s imperative to understand where in the sales funnel your buyer is at the moment that they encounter your message.