PAVE the Way to Effective Calls to Action
In their book, Inbound Marketing ( review ), authors Shah and Halligan describe some key traits of effective calls to action. The four important qualities of killer calls-to-action are that they be Valuable, Easy-to-Use, Prominent, and Action-Oriented (chapter 8). The authors go on to suggest that this be referred to as “VEPA”, but I think we can do better than that. By simply shifting the letters by 2 positions, this becomes the much more memorable mnemonic, PAVE: P rominent. ...



