conclusion, the final word to readers, and it ensures they know what you want them to do. Authors generally adopt a different tone with the CTA—one that’s not just more explicitly inspirational but is also framed as an imperative. The underlying message of the call to action is straight- forward and empowering: now that you have all the tools, go out there and use them. This is good, and readers tend to like it. Some authors feel uncom- fortable including such a direct appeal to readers because they may feel it’s unprofessional, and they can be right (sometimes). Authors often want to be too inspirational in the introduction, and not enough in the conclusion. This is when you can really tell your reader what to do, and be very direct. What you do not want to do is write a glorified sales brochure. The last thing you want to do here is try and pitch them something of yours to buy. Think about it—you’ve spent the whole book earning their trust, and now you sell them? Don’t do that. Most importantly because it doesn’t work very well. Readers are smart. They’re interested in your topic because they’ve picked up your book, and they’ve already read pages of your knowl- edge and expertise. They can form their own conclusions when it comes to contacting you. If you want to ask them to contact you, though, do so authentically— from a place of trying to help them, not yourself. Tell them you want to hear from them, or assist them moving forward. If your website or the name of your firm is in your bio or About the Author page, that’s sufficient. Give them your email in the conclusion if you like, and if you are sincere about responding to them. 120 · ThE SCriBE METhOD