Your Last Words Matter: What’s Your Call to Action?
When it comes to white papers, the last thing you write is just as important as the first.
The very last line of text in any white paper should be a call to action. The call to action is really a specific instruction to your reader. If you’re conjuring up images of a video of grandpa leaving instructions on how to divvy up his estate, you’ve got the idea.
With a white paper, you similarly need to include a very clear instruction at the end. If you skip this step, you are leaving readers with no clear direction. The result: They will move on.
The core of your white paper should always be sandwiched between a compelling title and an actionable last request. The title encourages readers to stop what they are doing and read your masterpiece. Similarly, the call to action entices those same readers to take a very specific action.
Why the Call to Action Matters
In 1960, a researcher named Howard Leventhal proved that the last thing you say in writing has a BIG impact.
The story involves tetanus shots and Yale students.
The students were given compelling written materials-some graphical. The goal was to convince them of the importance of getting a tetanus shot.
HOWEVER, only 3 percent acted and got the shot.
Perplexed, Leventhal decided to run a second study and added the following to the end of his materials:
- A map of the school
- A circle around the facility providing the shot
- The hours when shots were administered
Fast Forward to Today
Calls to action occur in traditional advertising all the time. Think of “Come in for a free test drive” or “The first 10 callers receive a free paring knife.”
When it comes to white papers, you can develop action requests around the following:
- Purchasing a product
- Registering for a newsletter
- Scheduling an appointment
- Visiting a website
- Calling a sales representative
- Offering access to special content
- Providing a coupon or discount
Take-home message: A clear call to action at the end of a white paper or any persuasive document WILL increase the likelihood readers will act.