I was talking with a wedding photographer recently that was trying to figure out the right call to action to use for a series of Google AdWords ad campaigns. My suggestion was to offer something that might be useful to a bride in exchange for an email address. The photographer could prepare a short PDF on the subject of how to pose during the photography session to get the best results.

The photographer was thinking about an offer of a free “parents’ book” with the purchase of a wedding photography package.

That’s too much, too early. Think about it for a moment: the bride clicks on an ad and sees an offer that makes an assumption that she will hire the photographer for the wedding and after the event, when photos are being prepared, the photographer will make up an extra book for her parents.

Aren’t we kind of jumping ahead in this relationship?

I suggested thinking about it like dating. When the person clicking on your ad first comes to your site, you only just met after a nominal introduction that suggests there might be some potential there. Do you ask for a date by suggesting you’ll cook dinner for her on your anniversary?

That’s what I asked the photographer. Her response: “Creepy.”

Don’t be creepy. Make your call to action one that fits the state of the relationship as it stands. There will be plenty of time to cook her dinner later.