PLAIN-LANGUAGE DEFINITION
Call to action
A call to action tells the viewer what useful step to take next.
IN PRACTICE
An example
View the size guide is a specific next step after a fit demonstration.
What this does not tell you
Avoid competing instructions or unsupported urgency.
Use the term precisely
When you use this term in a brief or report, include the relevant source, scope and assumptions. An example explains the concept; it is not a benchmark or a promise of results.