When you make a call to action, you’re requesting someone to do something.  That something must be in their interest, or they are not going to do it. So they must be motivated to take the action you suggest.  Motivation comes in two flavours – motivation towards and away from.  Motivation towards involves stressing the benefits that someone will have through taking the action.  It’s about the advantages that they will experience, the pleasure or reward that they will gain. […]