Both may be interested in a new ebook from Hubspot (no affil, no connection). It's called "The Step-by-Step Guide to Mastering The Design & Copy of Calls-To-Action."
The Step-by-Step Guide to Mastering the Design & Copy of Calls-to-Action
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They say the report is for "intermediate" marketers. Old hands will know many of the concepts but will find a few golden nuggets. New marketers will learn a lot.