The clip above illustrates how something apparently obvious can be overlooked in a message. It also shows that we are conditioned to focus on what we’re told to focus on.
The fact is, your recipients will focus on what you tell them to focus on. If you don’t tell your recipients to focus on something, even things that might seem obvious to you might be overlooked.
If you want them to click, tell them to click. If you want them to buy, tell them to buy. If you want them to read, tell them to read. If you don’t include a call-to-action in your email marketing message, there’s a good chance that there won’t be any action.
This is the same for speeches you give, the videos that you produce and the tasks that you delegate.