In my previous post, I shared the first of the two things you must do in any business communication. The second is so simple, yet is so rarely done.

What’s the call to action? In plain English: what do you want your customer to do? Your customer is busy, you earned their interest by explaining quickly why they should be interested in what you have to say and how they will benefit.

At this point they’re looking for your guidance. How do you want them to proceed from here? Make it clear what you want from them. Here are some examples:

– click here to request your [whatever you’re giving them]

– please expect a call from me early next week

– call this number to book your place

– reply with #AmazonBasket to add it to your basket & buy later

You’ve got your reader this far. Don’t blow it at the end by leaving them hanging. Tell them what you want them to do and make it easy for them to do it. Simple.