Calls to action (CTAs) are essential to building ongoing conversations, and as the social web matures, we are looking at a much richer variety of "next steps" - subscribing to a newsletter, responding to a post, joining a discussion group, or downloading a whitepaper, to name a few.
In a sense, all good presentations, be they written, recorded, or live include CTAs. TV shows use CTAs to get listeners to stay past the commercial break. Novels use CTAs to draw us along to the next chapter. The key is to keep the reader "hooked" or, to put it a little differently, engaged.
CTAs are really about continuing the conversation. To paraphrase the old sales motto "ABC - Always Be Closing", we might say "Always Be Calling for action."
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