Breakthrough Creative: Part 5: The Art of the Call to Action (jschmid.com)

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/

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5 Reasons Catalogs Work!

Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does this happen? Here is my very quick opinion. These brands have a combination of the following: 1. A flawed merchandise concept that is not unique, delivered with out-of-date benefits or sent to an audience the brand knows nothing about. 2. Bad math that doesn’t take into account mail efficiencies, an understanding of their own database, mailing to bad names at the wrong time or how the catalog model fits into a cross-channel world. 3. A lack of understanding of how to create a landscape of words and imagery that truly sell off the page and drive activity to either a website or store. learn more at: https://www.jschmid.com/blog/5-reasons-catalogs-work/
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