What Is A Call To Action?
A call to action (CTA) is a marketing term, which includes words or phrases that are used in sales scripts, advertising messages, or web pages. We use CTAs to try to elicit an immediate response or encourage an immediate sale.
A call to action could include asking your followers to:
- Sign up for your newsletter.
- Download free resources.
- Watch a video or listen to a podcast.
- Like or share a post.
- Buy your products, including ebooks and coaching services.
In traditional sales copy, the CTA appears at the end of the advert or promotion. This has become more flexible and you can include it at the beginning, middle, or end.
A call to action usually appears as a button, a pop-up, a link in a text, or an image of some kind.
Why CTAs Matter In Your Content Creation
We write content to connect with our customers. We do this by providing free information and entertainment. This allows us to create brand awareness. Because our brands are businesses, we ultimately need to sell something to survive. This is where your CTA comes in.
Top Tip: What do you want to achieve with your blog or your blog post? Write your call to action with this in mind.
As Julie Neidlinger writes: ‘Without a call to action, you’re wasting your best efforts and goodwill on readers who probably would take action and who probably would buy but you’ve never pushed them to.’
Without a call to action, you will probably never know if a visitor could have become a customer.
The Fear Of Missing Out
The most powerful call to action is motivated by the fear of missing out (FOMO). Generally, you are not selling what people need, but what they want, and once they want it, they don’t want to miss out.
As this Guardian post explains: “It’s nothing new, of course, but what was formerly known as ‘keeping up with the Joneses’ has been magnified by new technology. Facebook, Twitter, Foursquare – they all broaden our scope for comparison.”
This often works because it can trigger strong emotions and reactions, like panic, greed, comparison, curiosity, and pride.
Words That Work
Use an active, positive verb:
Or play on a fear:
- Confused by X?
- Worried about Y?
- Tired of Z?
Your ideal CTA is anything that brings a sense of urgency to mind. It often includes the following words or phrases:
- Last Chance
- Limited Supply
- Only A Few Left
- Offer Ends Today
- Limited Time Only
- One-Time Offer
- Expires Today
- Closing Soon
- While Supplies Last
It should be personal. Never use ‘they’ or ‘their’. Use the words:
- Me/My or Us/Our
It also contains words that give reasons and create value, such as:
- Why not
- Find out how
- Get the best
10 Examples Of Effective CTAs:
- Hurry Up. Only Two Spots Left!
- Reply Now And Stand The Chance To Win Your Favourite Flavour.
- Share This And Receive A Free Copy Of Our Calendar.
- Book Now And Get a 40% Discount!
- Last Chance To Meet The Author!
- Join Our Email List For Free Daily Writing Prompts!
- Grow Your Base By Joining Our Course!
- Register Now!
- Why Not Try Our XYZ?
- Click Here! What Do You Have To Lose?
54 Words That Work For CTAs
Coschedule has created this useful Infographic with 54 words that work when you’re creating CTAs.
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