4 Tips for Writing Better Calls to Action: A Guide for Desktop Publishers


Any sales sheet without an effective call to action (CTA) is missing out on a huge opportunity. These simple but specific phrases or links are directly responsible for encouraging your audience to take the next step in becoming a buyer for your book. Without a call to action, your sheet will be little more than an unprofitable writing exercise. Here are some tips that I have developed from my desktop publishing experiences that will help improve the response rate to your sales sheet:

Tip No. # 1: place it strategically

Place your call to action in the appropriate place on your sheet. On a book’s sell sheet, the CTA will usually be included with the publisher’s information and the physical details of the book. It can be included in a list of items, or in a separate text box, or just aligned at the bottom of the page.

Tip No. # 2: keep it short, simple and practical

It doesn’t have to be long or complicated. Make it as simple as possible. Your readers don’t have time to waste trying to figure out what to do to find out more about your book. In the printed version of your sheet, make sure the links are short and easy to follow, not long and complicated. In the PDF version of your sheet, make sure all the links are active and clickable.

Tip No. # 3: don’t just send them to your website

In my sales sheets, I simply tell them that my books are available from “B&T” and “Ingram”. Every book buyer in every library, college bookstore and library, and every retail bookstore knows exactly what this means, and in a matter of minutes can order my books. I also list “Amazon” so that the general public can learn more and purchase my books. I also offer an email address for more information, as well as my publisher’s website address. All very simple and effective.

Tip No. # 4: don’t overdo it

Don’t be too pushy when asking for the sale. You don’t want to scare them. They already know that you want them to buy your book. Instead, your sales sheet should try to convince the book buyer that you have a great product that they can benefit from. You can achieve this by making your sales sheet look professional and polished, have a great book description, include specific details about your book, have a connection to major book distributors, and an easy and simple way to learn more. and buy your book.


An effective call to action is the lynchpin of a successful sell sheet. Getting the reader interested enough in your book, and then searching for more information about your book, is the key role of the sales sheet. The call to action will allow you to direct them to the best place for them to learn more. Whether it’s your blog, your book’s landing page, or the book’s sales page on Amazon, it’s completely up to you. The call to action on the sell sheet will play a critical role in making this happen. Done right, it can lead to higher book sales. Just remember to keep it short, simple, and practical.

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