Daniel Kahneman, Nobel Prize winner, says people don't believe facts. They believe experts. In some fields experts have credibility. Mostly it is in fields of hard science like medicine, physics, and chemistry where expert opinions can be tested. In soft science, like economics and sociology, where enormous variables exist and controls are hard to establish, experts have far less credibility. There is also far less agreement within these disciplines. A quote attributed to George Bernard Shaw goes like this, "If all the economists were laid end to end, they would not reach a conclusion." Not because they are any less serious, but because their theories are difficult to prove or disprove. Sadly in the field of advertising and marketing, experts are not usually hatched based on their record of producing reliable results, but on their ability to attract attention. Consequently we should be highly dubious of their "expertise." But we're not. Because as Kahneman also says, "a reliable way to make people believe in falsehoods is frequent repetition." Click Read More below for additional information.
Ah, the ubiquitous—and critical—Call to Action. Great branding, sumptuous, emotional or humorous creative, a strong voice: they are the vessels that hold the CTA. The ask: to buy now; sign-up; get more information; go online; hurry, don’t miss this sale. For every response-driven tactic we create—from catalogs to emails—we need to ask ourselves, “What do we want the customer to do?” Indeed, high-level, impactive brand campaigns can be relieved of the CTA burden when awareness itself is the end goal. But for most of our day-to-day work, the collective “we” need to consider what behavior we are trying to provoke. Once that preferred action is defined, the CTA has the football.
So many right and wrong ways to create a strong Call to Action. And so many opportunities to be creative while still getting the job done! Here are just a few thoughts in case you’re in a rut. For more, go to: https://www.jschmid.com/blog/breakthrough-creative-art-of-the-cta/