Include a Call to Action to Get the Answers You Need

EXPERT OPINION BY ELIZABETH DANZIGER, FOUNDER, WORKTALK COMMUNICATIONS CONSULTING @WRITAMINLADY

An associate at a prestigious wealth management firm in San Francisco was writing to a prospective client who had asked the firm to review his financial plan. In his letter to the prospect, the associate attached his firm’s proposed plan. He closed his email  with, “I look forward to hearing from you.” The response: Crickets. Without a clear direction, the associate’s efforts fell flat. By putting the burden of setting the appointment on the prospect, he lost control of the sales process, leaving the prospect without a clear idea on what to do with the final plan he’d just received.  

If instead, the associate had written, “Can we meet next week to review any questions you might have? I’m free to meet by Zoom or in person on Tuesday at 10:00 a.m. Does that work for you? If not, let me know what’s convenient, and we’ll get it on the calendar,” he might have had better results. His experience shows why including a clear call to action is key to moving business processes forward. Unless you make it a habit to include these specific next steps, you may miss vital opportunities and sacrifice sales. 

The art of the ask

Being passive like the above associate means leaving outcomes to chance. That’s a gamble that few can afford. When you need someone to do something—whether it’s approving a project, deciding about a major purchase, or clicking a link on your website—you need to ask for it specifically. The worst that can happen is they say no, and then at least you know where you stand and can plan your next move.

Even well-intentioned prospects and colleagues are busy and distracted. They might genuinely be willing to act on your proposal. But if you fail to request action and follow through,  they’re likely to set aside your message and move on to their next task. Instead, your call to action should leave the reader with no doubt about what they are supposed to do next. 

Consider this situation: A software company representative delivered a compelling presentation to a prospective client, outlining the product’s features and benefits. However, at the end of the meeting, the rep thanked the prospect for their time and left it at that. No clear next steps were outlined—no request for a follow-up meeting, no timeline for a decision, no action plan. Days turned into weeks, and the prospect eventually signed with a competitor who proactively scheduled a demo and followed up with a formal proposal and provided clear deadlines for each step of the process. In other words, when businesses fail to include a clear call to action, their readers are uncertain what to do next—and so, they may do nothing. 

Closing the sale

Of course, a call to action is only as good as your offer. Show readers you can solve their problem, ask for action clearly, and you’ll raise your odds of winning the business. However, if your product or service does not benefit your readers, they are unlikely to respond to any call to action. Why should they? 

Asking for action might seem scary, as it carries the possibility of the other person saying no. But remember the adage, “If you don’t ask, the answer is always no.” The next time you’re drafting an email, designing a presentation, or closing a pitch, ask yourself: What’s the next step I want this person to take? Then, make it easy and worthwhile for them to take it.

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Illustration: Getty Images.