CTA's are not the same as headlines, but they can be very useful in reinforcing the proposition in your headline, and they are usually positioned close to the contact details - so in many cases you will find CTA's at the base of an ad, or on the reverse of a sales leaflet.
CTA's are used to guide the reader to take an action.
It could be a simple as
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CTA's ideally should give the reader a reason to get in contact. If they have a name and reason even better.
Take a look at the CTA's you use and see if with a slight amendment you can more of them. When using Direct Mail the CTA will often be in the copy in several places. One of the most effective places is as a PS or even a PPS.
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