I’d extend and update it to ‘timid marketeers, business owners and sales professionals have skinny kids’.

In its very simplest form, the Call To Action is simply telling people what to do next and to take action NOW.

If you want them to call.

Tell them.

If you want them to complete a form. Tell them.

If you want them to place an order.

Tell them.

Just showing your phone number isn’t a call to action.

Just having a form isn’t a call to action.

Like I said, you clearly and simply tell them what you want them to do next.

It’s that simple.

But what you mustn’t do is simply assume people will do what you’re wanting them to do.

People are silently begging to be led.

You can achieve significantly better results by telling people in simple, plain English what you want them to do next.

I appreciate if you’ve never tested this, it can seem hard to believe, but I assure you it makes a huge difference.

The overriding Principle is to make sure you always use Call To Action in everything you’re doing from your website or landing pages right through to getting the sale and onboarding the client, customer or patient.

And there's a science to construction a powerful Call To Action.

Here’s the formula to use and then we’ll go through a couple of examples so you can see it in action…