Give a call to action The goal of every good marketing campaign must provide a call to action for your customer. Either an offer that if they act now, they'll realize savings or bonuses not otherwise available. Or a low-risk opportunity to learn more. Never miss this opportunity. Give your customer a reason to choose you over your competitors. State your terms in bold language. Avoid weasel words such as  may, might or could. Use active, present tense verbs such as will and can.