Market Your Government Small Business Certifications

You Don’t Win Government Contracts With Your Certification. . .

How To Market Your 8a Certification - RSM FederalSmall business certifications, including 8a certification (for socially and economically disadvantaged), woman owned small business (WOSB), veteran owned small business (VOSB), service disabled veteran owned small business (SDVOSB) and Hubzone – are all powerful differentiators. But that’s it. They are only differentiators.

My team has worked with thousands of companies and this is a common challenge and misconception.

Tell me if this sounds familiar?

  • Business cards where the logos for your woman-owned, veteran-owned, HUBZone, or 8a certification is just as large as your corporate logo?
  • When you look at the homepage of your website, your small business certifications, your socio-economic statuses, have logos that are built into the top graphic of your homepage or they are elsewhere on the page… and they are at least an inch in diameter?
  • Your capability statement (line card, project list, marketing slick, etc.) shows logos for your WOSB or 8a certification at the top of the page where it’s the first thing you see when you look at it.
  • Your website and marketing materials start with, “We’re a small woman-owned business that provides…” or “We’re an 8a, veteran-owned small business that provides…”
  • When you walk into a meeting with a prospect or potential teaming partner, you start your 45 second introduction with “We’re an 8a or woman owned or service disabled veteran owned… etc.”

In general, this is the norm for many small businesses. I’m going to explain why it’s wrong, from a business perspective, why it minimizes the value of what you sell, and how you should communicate your small business certification. Don’t take my word for it. Our Federal Access members have won more than $2 Billion in small business government contracts the last five years using these strategies.

Yes, I know. . . this is what you’ve been told to do. Small business offices, your mentors, your colleagues, consultants, and various non-profits all tell you to, “Put it front and center! There are federally mandated set-aside percentages for your company! Larger companies and potential partners have sub-contracting plans that require that they team with companies just like yours! Use your status!”

This does NOT make sense and I’ll explain why.

Softly Communicate Your 8a Certification or Other Status

For the last five years, I’ve supported the SBA’s Emerging Leader’s Program. As part of that support, I work alongside various state and federal contracting officers and organizations that focus on supporting the small business community and small business certification.

During one class, I made the point that regardless of market (commercial or government), you need to “softly” position your small business certifications. The Director of one of our local non-profits, that focuses on helping small businesses get into government, very forcefully told the class that I didn’t know what I was talking about. I sat there and waited for someone to ask why? Eventually someone asked me to explain and when I did, every business owner in the class had their expectations realigned. For the Director of our local non-profit – it’s not her fault. It’s how she was trained, how she trains her counselors, and it’s why most small businesses start most introductions with something similar to, “Hi, I’m Josh and we are an 8a, woman owned small business that provides these services.”

Think about this:

A prospect (government or commercial) buys from you because of the value you provide. It’s not because of your products or services. There are hundreds of companies that sell what you sell. It’s not because of your status or that you have an 8a certification. In fact, you could have two or three small business certifications but if you don’t convince your prospect that you’re competent, your woman-owned, veteran owned, or 8a certification just doesn’t matter.

Your small business certification is not as strong a differentiator as you’ve been led to believe. Sure, it’s a differentiator but you don’t win contracts because of it.

It’s not what you sell. It’s the value of the products or services you provide. It’s not the statuses or small business certifications that your company holds. Those are just regulatory buckets. Yes, the government can sole source if you have 8a certification. Yes, the government can sole source 8m (woman-owned small business) contracts – but you can read an earlier post about how unlikely and difficult it is to actually win an 8m sole source contract.

Your company will NOT win a set-aside contract if you don’t convince the prospect that the value of what you provide is outstanding.

A prospect buys from you because of the value you provide. It’s not what you sell. It’s not the product or services you sell. It’s not your small business certification.

Now some of you are thinking, “Oh come on Josh! This is just semantics.” To some extent, you’re correct. But from a business perspective, this is more than semantics. It’s about how you approach the market, position your company with prospects and partners, and how you differentiate and facilitate a level of maturity that is not commonly found in small business.

What Happens When You Focus On Value?

One of our Members asked for help preparing for a meeting with a senior contracting officer at Fort Leavenworth in Kansas. We discussed how to approach the meeting and how to follow-up. Most important, we told them not to mention their status or small business certifications during their 45 second introduction. (They have 8a certification and their woman-owned.) Jump forward a couple days. The meeting was going well, the business owner gave a short overview of the company, immediately took control of the discussion, and about 30 minutes into the meeting, it came out that she had multiple small business certifications.

The contracting officer leaned forward and said, “We have contracting goals that require that we work with companies like yours. Why didn’t you tell me you had woman-owned and 8a certification?

She said, “Because that’s now who we are. That’s not the value we provide.” The contracting officer leaned back and said, “That’s the best answer I’ve ever heard.”

Until that point in the meeting, the business owner focused on collecting intelligence and communicating the value of her products and services. There are several other techniques and strategies that had a role during this meeting but that’s for another time.

It’s not what you sell. It’s not your small business certification. It’s the qualifiable and quantifiable value that you communicate to your prospects and partners.

Don’t worry, you’re small business certifications will eventually come out in every discussion. But you should never lead with it! Do business developers for Northrup Grumman or Lockheed Martin introduce themselves as, “Hi, I’m John with Lockheed and we’re a large business that provides…”? Of course not. They rely on their past performance and the perceived value of their company and its capabilities and past performance. Yes, we all know they’re a large company but why do only small businesses introduce themselves with their size?

Yes – this is commonly accepted and taught to most small companies. But from a business perspective, it makes little sense.

This is why you don’t put your status on the front of your business card; why you don’t put it front and center on your homepage, and why you should stop introducing your company as a status. Don’t worry, I’m not saying to not communicate your status. It will always come out. That’s how the market operates. But you don’t lead with it! If you follow these recommendations, you’ll win more contracts because you’re focused on communicating your value.

You’re not a status. You’re a company that provides value.

Are You Ready To Get Certified?

If you’re not sure if you qualify
– or –
you’re ready to start your certification, let’s talk.

Talk To Us


Joshua Frank is the Founder and Managing Partner at RSM Federal, a federal consulting and business strategy firm that provides companies with the templates, processes, and strategies for winning government contracts. For more information about RSM Federal, please visit

Communicating Value Through Call To Action

Double Your Sales – The Power of Communicating Value Through a Call To Action

Article Published in Franchising USA, August 2016

RSM Federal - Communicating Value Through Call To ActionWhether your franchise is commodity or service-based, sell sandwiches, cut hair, or perform disaster restoration, you want to think in terms of how you qualify and quantify your value. We’re going to discuss how to communicate value and integrate with what marketers call a Call to Action (CTA). We’re going to discuss this, step by step.

There are two parts to this strategy. The first is understanding how to communicate the value of what you provide. The second is providing part of this value, for free, as your primary call to action. This is then followed with what we call a “trip-wire” for a second call to action.

You never provide more than one call to action at a time. It’s not overly complicated. We’ll use an example so you can tailor it to your franchise. Like anything else in business, it will take some of your time but it’s well worth it.

Let’s consider a Home Inspection franchise. Remember that these techniques and strategies are industry agnostic. No matter what you sell, product or service, you can tailor these strategies to your business.

One target market for home inspection companies is real estate. Home buyers (if they’re smart), will hire someone to inspect their future home. What do most inspection companies do for marketing? They have a simple website that outlines their services, perhaps how many years they’ve been doing this, and their contact information.

Maybe their website is the first you find in a Google search. They may have a dollar or percentage discount for their services. They might say that the discount is only good through the end of the month to create a sense of urgency. How likely are they to accelerate their sales? Not likely. Their competitors have the same or similar offerings.

Instead, think about the value provided. I want you to think about your industry and the value you provide every day that you may take for granted. There are probably a dozen issues that you’ll consistently find during a home inspection. Three of these are so common, that 90% of the  houses have these problems. Now imagine that a prospect visits your website and finds the following:

Free Download 
“12 Most Common Inspection Issues That New Home Buyers Fail to Identify and 4 Inspection Checks Every Home Inspector Should Do For You.”
Click here

The first paragraph of the document is a part of your sales pitch:

“ABC Home Inspection has been helping new home buyers avoid costly repairs for more than 20 years. Buying a new home is an exciting experience and your focus will be on signing the contract and planning your move. But an inspection that fails to find all the issues can cost you thousands after you’ve moved in. 84% of home buyers are surprised with an average of $3,100 in repairs within 30 days of move-in.

So before you hire a home inspector, quickly look at these 12 most common issues and the 4 checks you can do yourself before you even hire an inspector. We don’t just inspect your home, we protect against future costs. Since 1996, we’ve saved new home buyers more than $1 Million in avoidable repair costs that should have been identified during the initial inspection and paid for by the seller.

(Author’s note: the numbers and percentages in this paragraph are not real. Just an example of the type of metrics you want to use.)

The title of the free download and the opening paragraph of the article are packed full of numbers, percentages, and ROI. When you list the inspection issues and the 4 checks, continue to describe via value and metrics. It’s not what you sell. It’s not the cost. It’s not the features. It’s the value you provide.

Now, the second part of the strategy is to provide the document as a call to action. What good is providing something of value if you have no mechanism to identify which prospects are interested? Before they download, they should be required to enter their first name and email address. That’s it. If your call to action is strong enough, you’ll get people to download. And now you have prospects you can immediately engage.

When the prospect clicks the button for ‘Free Download’ they are taken to a second page where they can download the document. But in addition to the download is a second CTA! It’s proven
that if someone is willing to enter their information, they are more likely to do it again. For the home inspection company, perhaps CTA2 is a 20% coupon for services.

Rethink your value. Design a strategy that collects your prospects information. It’s industry agnostic. How can you differentiate from your competition and accelerate your sales?

Download this issue of Franchising USA
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Joshua Frank is an author, trainer, and consultant with 25 years in corporate, government, and military organizations. He is a leading authority on marketing and sales and speaks nationally on
business acceleration. He specializes in the development and implementation of techniques and strategies required to position, differentiate, build, and accelerate competitive advantage to
wining new business. Josh’s clients have won more than $1.6 Billion in new business since 2011. He is currently Managing Partner for RSM Federal, a business coaching and advisory firm that helps companies accelerate their revenue in the federal and commercial markets. Josh also serves on the board of directors for the St. Louis Veterans Business Resource Center. Featured in hundreds of online and print publications, he holds a Masters in Management of Information Systems and an MBA from the Walker School of Business.

Small Business Certification Programs

Where to get certified 8a, woman owned, veteran, service disabled, or Hubzone for Small Business Certification Programs

Government Small Business CertificationsThe goal behind small business certification programs is to help level the playing field for small businesses.  The 8a, woman owned (WOSB), veteran owned (VOSB), service disabled veteran owned (SDVOSB), and Hubzone certifications allow small businesses to compete fairly against larger businesses with more resources. The key part of that statement is “compete fairly”. Many companies believe that a socio-economic status entitles them to automatically win contracts. That is just not true.

However, you don’t win contracts because you’re certified

Yes there are set asides and simplified acquisitions that improve opportunities for smaller businesses. With the exception of 8(a), most statuses still require the ‘rule of two,’ requiring that contracting officers have a reasonable expectation that at least two or more companies (even disadvantaged companies) will submit an offer. There are situations where a sole source contract can and will be awarded when there is only one possible source or only one possible offer. But this is increasingly rare. When the government releases an opportunity only for small business, 8a, wosb, or veteran, it’s called a set-aside.

The challenge for small business is that not every agency or organization uses set-asides to their fullest potential AND you still have to communicate value. The value that your products and services provide is much more important than being certified, regardless of sole-source opportunities.

A socio-economic status without communicating value is worthless.

The hard truth about small business certification programs is that they don’t, on their own, win government contracts. You still have to provide a great product or service and you still need to understand how to differentiate your company from the competition. Small business specialists and consultants that tell you otherwise don’t understand the basics of federal acquisitions.

This article provides a short summary of the facts and eligibility requirements for the primary government small business certification programs. If you are interested in learning more about how to successfully use your certification, follow Joshua Frank on LinkedIn and review the dozens of documents, videos, and other resources in Federal Access.

Quick side note – whether or not you complete and submit certification packets on your own or you pay someone to do it for you… our recommendations are the same as for submitting a GSA Schedule application. Whenever possible, you should try to do it yourself first. You may also want to read Government Contractor Scams which discusses what you should and should not pay for.

Government Small Business Certification Programs

Here is a breakdown of the top 4 government small business certification programs and what you should know about them.

Woman Owned Small Business (WOSB) or EDWOSB (Economically Disadvantaged)


Key Facts:

  • You can no longer self certify. The 2015 NDAA revised a small portion of the Small Business Act. The language on self-certification has been deleted. As of the date of this article, the four third-party certifiers approved by the SBA are the El Paso Hispanic Chamber of Congress, the National Women Business Owner’s Corporation, the US Women’s Chamber of Commerce, and the WBENC
  • See FAR 19.15 for more information on WOSB Program
  • NAICS codes are assigned to industries that are substantially underrepresented by WOSBs

Eligibility Requirements:

  • Must meet small business size standard for primary NAICS Code and contract
  • At least 51% of the business must be owned by women who are U.S. citizens
  • The woman must manage the day-to-day operations of the business as well as make long-term decisions for the business
  • The woman owner must hold the highest officer position in the company and work full-time in the business

Additional Requirements for EDWOSBs Only:

  • Personal net worth is less than $750K
  • Excludes: ownership in business and primary personal residence, income invested or use to pay taxes of the business, funds reinvested in IRA or other retirement accounts, transferred assets within two years if to or on behalf of a family member for select purposes
  • Adjusted gross income average over three years is $350K or less
  • Excluding income reinvested or used to pay taxes of the business
  • Fair market value of assets is $6 million or less
  • Excluding funds reinvested in IRA or other official retirement accounts

8a Small Business Development Program


Key Facts:

  • See FAR 19.8 for more information on the 8a program

Eligibility Requirements:

  • Social Disadvantage – Must be Hispanic American, Asian American, Black American, Native American, or a person who has experienced chronic discrimination against you on the basis of disability, gender, veteran status, race, culture or some other factor
  • Personal net worth must be under 250K
  • The 8a applicant must be the highest paid person in the company and your salary must be reasonable for your industry and a reasonable proportion of your company’s annual gross revenues.
  • The 8a applicant’s current market value of all of their assets must be under $4 million
  • Adjusted Gross Income (AGI) must be under 200K
  • Must be able to prove American citizenship with a birth certificate, passport, or other documentation
  • Must meet SBA small business size standards. This is based on your primary NAICS code
  • The applicant must have full control of the company, own 51% or more of the company, and be engaged full-time in the business
  • The applicant’s company must contract history with at least one contract completed in the past 12 months
  • Must have two or more completed tax returns that display the economic viability of your company
  • Applicants with felony convictions or on parole are not allowed to receive this certification
  • The applicant and all owners, directors, officers, etc., must be current on all federal financial obligations such as taxes, student loans, etc
  • Company financials must show a minimum of 3 months of working capital via cash in business accounts or a combination of cash, credit, and loan resources

Historically Underutilized Business Zones (HUBZone)


Key Facts:

  • See FAR 19.13 for more information on HUBZone

Eligibility Requirements:

  • Small business size standards apply for your primary NAICS Code
  • Primary difference between this certification and other small business certifications is that 35% or more of all of the company’s employees must reside in the HUBZone and the primary office for the business must be in the HUBZone
  • Certify that when performing HUBZone contracts, at least 35% of employees engaged in the contract live in the HUBZone
  • Must meet at least one of the following:
    • 51% or more owned by a U.S. citizen
    • Wholly owned, owned in part, owned by a joint venture or partnership by one or more Indian Tribal Governments
    • Owned by a small agricultural cooperative

Service Disabled Veteran Owned Small Business (SDVOSB)


Key Facts:

  • Certification is through the CVE at Veterans Affairs
  • See FAR 19.14 for more information on SDVOSB

Eligibility Requirements:

  • The Service Disabled Veteran must have a service-connected disability that been determined by the Department of Veteran Affairs
  • Must meet the small business requirements for the NAICS code assigned to the solicitation
  • Must own 51% of the company, control the management of the company, and hold the highest officer position in the company


Michael LeJeune is a Partner at RSM Federal, a federal consulting and business-acceleration strategy firm that provides companies with the templates, processes, and strategies for winning government contracts. For more information about RSM Federal, please visit

Government Conferences – 7 Marketing Steps

7 Steps to Crafting the Perfect Call to Action (CTA) When Marketing at Government Conferences

Government Conferences and EventsTrade shows and government conferences are one of the costs that companies take into account in the annual marketing budget. This makes sense as conferences and events are one way companies solve the challenge of identifying how to find government contracts. It makes sense that you go into each event with a strong game plan for how your company will achieve the maximum Return on Investment (ROI). How many times have you heard the phrase “government conferences and trade shows are a waste of time and money” from one of your colleagues? Probably quite a bit. In fact, many companies are frustrated with government conferences because they don’t achieve the results they want.

The reason most companies don’t acheive the expected ROI from government conferences boils down to one simple problem that you can fix before your next event. It’s called a Call to Action or CTA. A call to action is simply a CLEAR ACTION that you would like prospects to take. Now before I get into the steps of creating a call to action, let me be clear about something. There is such a thing as a bad CTA. So if you think you have a CTA but you aren’t getting the results you want, you may need to review the CTA to see if it’s any good.

If we can get a decent response from a blind list, we know we’re going to get a good response from people that know us.

In our business, RSM Federal, we are always testing our CTA’s with sample lists to validate conversion rates. My sample lists typically consist of 2,500 blind emails. These are people that have never heard of us. The reason I do this is that I want an unbiased review of the CTA to see what the best and worst possible responses may look like.

So let’s talk about how to craft the perfect CTA for government conferences.

1. Start with a Goal in mind

When I use the word goal here, I’m not saying: “How many sales do you want” or “How to find government contracts” or “what is your overall goal for the government conference.” I’m simply saying: What action do you want people to take when they see your CTA? What you should be thinking is: How do I get qualified people into my system / pipeline / funnel? You DON’T want raw volume here. You want qualified prospects. And the best way to do this is to have a really juicy piece of irresistible content that you are giving away.

While our model is B2B and B2G, most of our work is supporting other companies. So once or twice a year, we give away something called the Government Contractor’s Success Kit (GCSK). The kit comes with some really cool templates, a graphics pack, and a bonus video.  The rest of the year we charge for it.

When we go to government conferences, we hand out business cards with instructions on how to download the kit on the back and we offer it at the end of our sessions, webinars, and keynotes. Our goal is to generate 100+ downloads of this kit at each conference.

So why is this the main CTA that we use? Because we have tested it against several other CTA’s and it performs the best. It has the highest conversion rate from a blind subscriber to downloading the kit and it’s an easy entry point into our system. For companies that want to learn how to find government contracts, this kit provides solid value. When used in combination with other CTA tripwires, it produces amazing results. I’ll explain more about tripwires below.

2. Make it easy, but not effortless

The one CTA that I hate at government conferences and events is the old drop your card in the bowl to win a TV or something. That CTA is effortless and it puts a lot of unqualified prospects in your database. This clutters up your database. Quick bit of marketing trivia: Did you know that a single unqualified lead in your database is estimated to cost as much as $1,000 over the course of time? Think about if for a second. If you market to them just like they are qualified, you may spend $500 alone on postage, direct mail pieces, time writing emails, and phone calls. Unqualified prospects suck precious minutes out of your day that you should be spent talking to qualified prospects.

So back to my point of simplifying your CTA’s at government conferences. There are a lot of ways to fill your pipeline, both government representatives and perspective teaming partners, to help you identify how to find government contracts. We love using a handout like a business card or postcard with a link on it. This also allows you to setup custom url’s so you can track where leads come from. You can also use QR codes, setup signup stations in your booth, or use social media, to name a few.

Filling out an application or watching a demo is not easy. Don’t do that. It’s irritating.

3. Remove the risk

Before you can remove risk, you have to understand what is risky to a cold prospect. Being asked to fill out 15 fields of information (that are all mandatory) is risky. Most people are willing to give you their name and email. That’s not nearly as risky as giving out a phone number and mailing address.

Marketing at government conferences is one activity to help you identify how to find government contracts – but you still have to remove the perceived risk. So when you are asking people to fill out a form, just ask for name and email. It’s proven that this method converts the highest and it’s also proven that qualified prospects won’t typically give you their phone number and / or mailing address without having a stronger relationship with you or your company.

4. Qualify the prospect.

The easiest way to do this is to create an offer for your CTA that matches the greatest needs of your ideal prospects AND lines up with a service that you want to provide them. Back to our Government Contractor’s Success Kit as one example of how to find government contracts, or in this specific case, how to identify and qualify government contractors. Our headline on our CTA is: Win More Government Contracts. Download the Government Contractor’s Success Kit Today. This headline talks about a need of our ideal prospects. To win more government contracts. AND it ties to our services, which helps our clients learn how to find government contracts and how to win them.

Now, this doesn’t eliminate the people who can’t afford our services, but it does focus-in on people who have winning more contracts as a top priority and that gets us a step closer to qualified. Our tripwires help qualify people even further. This CTA will only attract people who want to win more contracts and it will position us as a company who can help them. How does winning a free TV qualify people? It doesn’t. It just puts business cards in a bowl.

In fact, the next time you’re looking at how to find government contracts and you’re planning marketing at one or more government conferences, how about a white-paper or case study that specifically targets government program managers? When a government decision maker or champion stops by your booth, tell them that based on your past performance, you’ve come to understand the four or five most common challenges faced by other agencies, just like theirs. You’ve written a case study called “The five most common challenges. . . [in your field] faced by federal agencies and the 9 most common solutions to those challenges.”

“If you’ll give me your card, I’ll forward the study to you.”

You only execute this CTA when you’ve confirmed it’s a government representative and potential buyer. Sure, you have to design and develop this, but what an excellent call to action AND you’re not only educating a prospect, your creating the perception that you’re a subject matter expert (SME). This is just one example.

5. Make it scalable.

Scalable equals automation and technology. I try to only use systems where people are entering their information on their phone, tablet, or computer. It’s just not feasible for me to do this any other way. That is why I love sending people to a form on our website. This allows the prospect to enter in their own information (saving me time and money) and it increases the accuracy of the data. If you have your own people inputting data, you will almost certainly have errors and lost leads.

Making the collection of information scalable also allows you to use the CTA in multiple places, which is excellent for government conferences. For us, we get to use the same CTA at our booth, while we’re walking around the event, and while we are speaking from the stage. This creates multiple collection points and this accelerates our results for how to find government contracts and the contractors who want to win them.

Another thing you want to do is integrate your marketing system with your CTA. For example, have the signup form on your website automatically add the lead to your email list (Constant Contact, MailChimp, Infusionsoft, or whatever email system you are using.) If you have an autoresponder, have the new lead assigned to the autoresponder so they get your ‘drip’ marketing.

Another reason I like having people input their own data is that it requires a little bit of effort. I want someone to go through a few hoops to get to me. Not large hoops because we know name and email is the best approach. Having prospects enter their own data shows they have interest. If you make it too easy to reach you. . . you will be bombarded with unqualified leads.

6. Add in some Tripwires

This is probably my favorite step in the process that helps us at government conferences. Tripwires are a simple and great way to engage your prospects at multiple levels and to further qualify them. The concept is very simple. Think about what you have to offer your prospects for free or even low cost and gently sprinkle that into the process of signing up for the original CTA.

Tripwires are used extensively for marketing across all industries. As soon as a prospect says, “Yes, I want that,” after entering their data, you put another CTA in front of them. You ALREADY have their contact information! Now you can place even more value in front of them.

If you sell or want to sell to the federal government, perhaps your first CTA is a case study and the second CTA is you’re willingness to have your project manager go to their office and discuss a contract with another agency that solves challenges very similar to the ones they be facing at their agency. This is just one example.

7. Measure it

Last but not least, you have to measure your CTA’s to find out what works best. I try to test 6 to 10 at a time. Obviously, this many works best online with your website or other landing pages. For government conferences, you probably only want two or three. Once I have a winner, I will often play with the headline, message body, and even the unsubscribe notice to see what converts best. Marketing is all about math and knowing your numbers.

What performs the best and what generates sales? A high conversion rate of “subscribers” may not be the right CTA for your company if it doesn’t generate revenue. In fact, you will sometimes find that a CTA with a lower upfront conversion rate may generate more sales.

For example, you will have a high conversion rate for giving out a free TV, but the odds are slim that it will generate sales for your company unless you sell TV accessories. That is why it’s so important to measure everything at every step. In our business, I not only measure the initial conversion rate, I measure the conversion rate from step to step and the overall conversion rate from lead to sale. This helps RSM Federal make marketing decisions based on data and facts instead of gut feelings.

Bonus Tip: Be Prepared to Be Patient

I get asked a lot how I became so good at marketing. My answer is simple. I try a lot of stuff and make note of what works and what doesn’t. I stop doing what doesn’t work and I ramp up what does work. It’s not a complicated formula, but the average person / business owner wants to craft the perfect CTA on the first round, “in a vacuum,” and pray that it works. That is NOT a good formula for success. If you want long-term success, create half a dozen CTA’s. Create multiple headlines for them, and test the crap out of them. That’s the formula for crafting the perfect CTA.

Need help crafting the perfect CTA for your company? Talk to us.


Michael LeJeune is a Partner and the Federal Access (FA) Program Manager at RSM Federal, a federal consulting and business-acceleration strategy firm that provides companies with the templates, processes, and strategies for winning government contracts. For more information about RSM Federal, please visit