You’ve probably heard this term thrown around from time to time in marketing conversations. Whether they’re calling it a CTA or call to action, it’s a crucial part of your content. But what is it?
Remember those days back in school when you would write a paper arguing a point, backing it up with facts and figures, and then finishing with a strong conclusion? A call to action is like a strong conclusion, but in the case of marketing content, the argument focuses on why the reader should choose to spend their money with you, and the call to action inspires them to act on that argument.
Why is a Call to Action Important?
A paper without a conclusion seems incomplete, right? A call to action concludes your sales pitch, and instructs your reader on what to do next. If they don’t know what to do, there’s a good chance you might lose out on the sale. Use the right kind of words in your call to action, and your sales could improve drastically.
How To Write a Call to Action
A call to action is a succinct few words, or a sentence or two, that inspires your reader or website visitor to act. Your desired action might differ from someone else’s, but the function is the same. You might want the person reading to contact you for more information, call you to set up an appointment, download an e-book, or perform a task that takes the visitor further down the sales funnel.
Sometimes a call to action is simply a button with just a few words on it, like ‘Download Now!’ or ‘Get Your Free Sample!’. It might be a sentence that ends in a phone number or email, such as ‘To find out how we can help you make more money, call us at 555-1234 today!’
Whichever route you take, here are a few tips for making your call to action effective:
• Use the active voice with active verbs (makes sense, right?). For example ‘download’, ‘get’, ‘call’, ‘email’.
• Add urgency by using words like ‘now’, ‘today’ and ‘limited time only’.
• Use words that are proven to be powerful such as ‘free’ (everyone loves free!).
• Make the choice to act as easy as possible by concentrating on one action only. Don’t confuse your reader with too many options.
• Be confident. Tell your reader what to do. This is not the time to be timid and ask politely. Don’t be afraid to boss them around a little! You just might get what you want.