Interestingly, I am seeing a trend in online advertising.

The call to action (also known as the action step) is becoming the entire ad.

Last week I talked about how Hoovers was using a white paper as the ad.

Now I see that American Express is also using a compelling call to action as the entire substance of the ad.

Take a look below (I had to scale this ad down to fit it on my blog).

Also notice that this call to action is both compelling (free ticket) AND gives a sense of urgency by stating, “Limited time offer” and “Get a decision in 60 seconds.”

Notice what is absent:

• No mention of the product
• No mention that you must apply

This is really a great ad that simply has a super compelling offer.

I am guessing it is performing well.

What are your thoughts?

(3 votes, average: 3.33 out of 5)

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This entry was posted on Tuesday, August 28th, 2007 at 5:15 am and is filed under Writing White Papers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.