Call to action isn’t rocket science
But it can feel that way sometimes.
I always see beginner copywriters and startups make the same mistake- overthinking how they create and write their CTAs. I used to do the same thing!
When you spot yourself struggling to understand your call to action- and how to make it powerful enough to convert- you need to take a step back.
I’m here to save you some of the heavy lifting. All you have to do is pay attention and apply!
Call To Action Definition
A call to action is a marketing tactic that explains or triggers the next steps you want your reader to take.
So let’s say you’re copywriting a blog post about Twitter marketing. The company you’re writing the blog post for has a solution for managing Twitter marketing, and you want your CTA to make the reader check out this service.
After explaining Twitter marketing, you dive into getting a management service that handles Twitter marketing. You explore the said company’s ability to so.
You close your copy with a great selling point, and finally, a button that sends the reader straight to the company’s page where they sell their Twitter marketing management. That button was the CTA- triggering this next-step action within the reader.
Pretty insane, right?
Types of Call To Actions
CTAs come in all shapes and sizes. This depends on the body of the copy, the direction the piece has to take, and what the end result has to be. Different tactics will work better depending on these factors!
There are three common CTA foundations:
- Buttons that take the reader to a new page/website
- Social sharing/follow icons
The list for CTA phrases is endless. Anything that directs the reader to do something can work, which is why many effective CTAs are simply Action Words.
Here’s some call to action examples:
- Click Here
- Sign Up
- Learn More
- Read More
- Find Out More
- Show Me
- Join Now
- Order Now
- Buy Now
- Get Started
Don’t forget what I said earlier- the list is endless. A CTA can be two words or a short sentence.
But there are key traits that set an effective call to action apart from a useless shot in the dark. So what are they?
The call to action is the final step for a reason. You want this to be the next, immediate decision of your reader, so it can’t slack at the fateful moment of truth.
A strong body with an ‘eh’ CTA will result in high engagement with low conversion. That’s not a great statistic!
There are two ways you can make your call to action feel urgent.
The first method is to make the reader feel like they’re running out of time- whether it concerns the product or their problem.
By Product- If whatever you’re selling is of limited stock or availability, stress this upon the reader.
Let them know that they can’t wait or they’ll be missing out on something vital. Readers respond to this pressure of losing an opportunity.
Your CTA could be Limited Time, Limited Stock, Only Available Until Blank.
(Personally, this one gets me every time.)
By Problem- This correlates with the marketing psychology of pain points. To really utilize urgency in your CTA- bring up the problem’s future effects or hassle if left unsolved.
For example, let’s say you’re trying to sell your reader an SEO solutions package. Before your major CTA, bring up the effects of not solving their SEO soon.
Their website will slip down the ranks. They’ll be losing traffic and leads. Their engagement will suffer.
Let the reader know that their lack of action has consequences.
Your CTA could include lines such as Don’t Wait, Act Now, or Put An End To Blank.
Copywriting can have whatever voice or tone you want it to be. But if it lacks a certain amount of confidence, it’ll show in your conversion.
Sometimes you have to lay it out plain and simple for your readers.
Your copy, and especially your CTA, should never sound like a limp noodle. If you want your reader to be 100% sure in their decision to click- you need to be 1,000% sure in your decision to tell them to.
Don’t worry about being brash. You’ve been building up the reader for this moment. They were looking, then considering, now they’re on the edge- finalize the click!
You don’t hope or wish they’d buy- you want and need. Stick that CTA in there like a boss.
Never overlook the power of placement. You need your CTA to be in its own spotlight. This is where the call to action button is extremely helpful.
A link can work fine, but it doesn’t demand as much attention as a button does. That’s why social media icons work so well- they grab our attention and interest!
The format of your copy determines the placement of your button. If you’re writing a long-form sales page, you might put three or four throughout the whole body and at the end. If it’s just a blog post or email, you can pop the CTA at the end.
An extra tip to remember is that though you want your CTA to stand out with confidence- you don’t have to shove more than necessary in the reader’s face.
This will come off as salesy and rude. Your reader will get tired of it real quick. Who can blame them?
Don’t lose sight of the direction in your copy, and the CTA will find its home. Avoid slacking off once you get to the Sign-Up button just because you’re ready to see the dollar signs.
Keep the quality going all the way until the end, and it’ll be easier to craft the perfect CTA for your writing.
The final stretch is in view, so implement what I’ve taught you and get to work. Good luck!