Ultimately, your goal is to provide so much value to them that they respect and admire you and your work, and choose to contact you because they have sold themselves, not because you sold them. Some authors want a more explicit CTA, such as directing readers of the book to a specific landing page. This can work, as long as the page you are directing them to gives the reader something. A key here is to give them something that they don’t feel should have been in the book. For example, a map or chart that is additive, but not crucial, to the content is great (and it doesn’t have to be in the introduction). What you don’t want to do is give them something that makes them think, “Why isn’t this in the book?” That just breaks faith with the reader. OUTliNE ThE CONClUSiON · 121