Outreach is good. Making a connection is even better. But both are just a precursor to your ultimate goal: you want the prospect or customer to do something. Subscribe, download, sign up, purchase, share, and so on. Your call-to-action, then, becomes all-important. An email without one is meaningless.

Let’s kick this off with a question: How are your sales reps spending their time and energy? Wrong. You shouldn’t have to think about that. You should have said selling before I even finished the question. Instinctively. Now, think again. What does selling actually mean? In my book, it means talking to prospects and building …