Call To Action – Your CTA should feel seamless and natural. Nobody wants to be “caught”, but they do want to be guided. Your customers should feel comfortable taking the next step and guided into doing so with simple sayings like “learn more about our product/service”, “click here to purchase our product/service”, “follow this link to register for our webinar”, etc. If you include a CTA throughout your video or sales page, they should progress from the softest of CTAs, to more firm CTAs towards the end. Those that make it through an entire video or read an entire sales page are the most informed and should respond best when it’s time to “ask for the sale”.