Even Those Who Make a Difference Often Forget a Call to Action

Several Guerrilla Marketers, including Will Reed (www.b-smart.net) and Roger C. Parker (www.onepagenewsletters.com), are profiled in Seth Godin's newest book, Bullmarket Sourcebook.

The Bullmarket Sourcebook profiles 500 creative service providers around the world who, in Seth's words, "can make a difference" by acting as catalysts and helping clients become Purple Cows in their field.

What's interesting, however, is how rarely is a call to action included in the profiles--which were written by the entrants themselves.

Most entries are strong on description, benefits, and (often) self-congratulation. But only a few tell readers what to do next. Most list a web site URL, for example, but don't tell readers WHY they should visit the URL.

Often, the difference between a Guerrilla or a competitor getting an assignment boils down to the call-to-action incentive that tells the prospect what to do next, like contact Will or Roger and ask where they can download the free 446 page book..