Here is where you describe your call to action. A clear succinct description works best. Advertise the benefits to your potential customer, not just the features. What will they get by filling out your form?

For instance:

• Our whitepaper will teach you the 5 secrets of inbound marketing!
• Learn how to make cold-calling a thing of the past!

Finally, wrap things up with a brief re-stating of the value you're providing your visitor. They will then go on to fill the form over to the right.