Many news publishers will use call-to-actions at the end of articles to plug membership or an upcoming events to their readers while they have their attention.

While this works in theory, Megan Pearl, writing on PR Daily, notes that there is more to an effective call-to-action than a link and a clever play on words. Crucially, there are three pitfalls you should avoid at all costs.

Psychology plays a pivotal role here and setting too broad goals can be a big mistake, she notes.

"Marketers can be tempted to provide users with as many potential actions as possible. However, given too many options, potential customers may never take that next step," writes Pearl.

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