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:

I’m often asked, “what can I do to speed up my customers in their buying decision?”
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In very considered purchases it might take 6 months or more from when your company first appears in front of a prospective customer to them actually buying from you. In a small business, it can be excruciating to wait patiently while your perfect customer considers whether they want to buy from you.

It’s tempting to want to try and rush them when you know they’d get so much value from what you have to offer, but it’s crucial that your customer is allowed to buy in their own time.
Here’s why: