A call to action is the instruction you give your audience about what you want them to do next. In an advertisement the call to action is obvious: “Buy Now” or “Call for More Information”.

But most of us aren’t writing ads. We’re sending emails to our friends or drafting reports at work. Yet we still need a clear call to action, because we almost always want our readers to do something. Too often writers leave their audiences in the dark about what to do next. Always make your call to action obvious—and easy to follow through on.

In a report at work, put your recommended action at the top of page 1: “The company should buy the new widget machine from Jones Incorporated for three reasons.” In an email to your friends be just as clear: “Let’s meet at Mike’s Bistro for dinner because appetizers are 50% off today and besides I have a craving for their wings.” Of course, your friends may insist on going to Susie’s Bistro instead. But if you don’t include a clear call to action in your email, the odds they’ll decide to eat at Mike’s are much slimmer.

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