7 Killer Call to Action Tips and Tricks

3 Tips for Remarkable Writing


Jessica Swanson
BY JESSICA SWANSON

Here’s an all too familiar story.

You write a sensational blog post and post it to your blog.

A few visitors stop by and read your small masterpiece, but nothing happens.

No one calls you. No one emails you. No one makes a purchase.

What’s the deal? Your post is well-written, it caters to your target market, and it’s engaging and educational.

So, why in the world did people read it and leave it? Well, it could be your call to action.

Or, most likely, your lack of a call to action.

What Exactly is a Call to Action?

A call to action (CTA) is designed to produce an immediate and desired response from your audience.

An effective call to action helps prospects decide what they should do next. It’s one of the only ways to move a prospect through the sales funnel and on to the next step of the sales process.

Unfortunately, most business owners don’t use calls to action in their content.

This is usually for one of two reasons:

1. The business owner mistakenly thinks that the prospect already knows what to do next. (Not true – believe it or not, most prospects need to be told.)

2. The business owner is afraid that a call to action will annoy the prospect. (If done correctly, it won’t.)

Whatever the reason, if you don’t use CTA’s in your content, you’re probably losing prospects, leads, and ultimately sales. Ouch!

How to Create the Perfect Call to Action

1. Determine What Your Prospect Should Do

In other words, decide on the goal of your call to action. There are literally dozens of actions that you could ask your prospect to take. 

Do you want prospects to:

  • Sign up for your email list?
  • Follow you on Twitter?
  • Comment on your blog?
  • Call you?
  • Email you?
  • Make a purchase?

Don’t start writing your content until you’ve selected a specific action that you want your prospects to take. Then, you’ll create your content around this particular action.

2. Use a Strong Verb in Your CTA

When it comes to CTA’s, you don’t have much space to spare, so you need to be clear and concise.

This is not the time for flowery language. (Although let’s be honest, there’s really never a time for flowery language in ad-copy.)

If you run an e-commerce site, start with words like “shop,” “order,” or “buy.”

If you’re promoting a white paper or email newsletter, use words like “subscribe,” or “download.”

If you want your prospect to learn more about your services, use words like “call now,” or “fill out the form.”

3. Keep it Simple

Don’t overwhelm your prospects with several calls to action. You can’t ask them to “call,” AND “download,” AND “buy.” That’s just going to confuse them. And a confused prospect will most likely end up doing nothing.

Remember the goal you selected in step one?  Decide what you want them to do and then ask them to do it. It’s OK to use the same CTA several times throughout your copy. You just don’t want to confuse them by asking them to take different actions.

4. Get Them Excited

If you use words in your CTA that elicit strong emotions from your audience, they will be more inclined to act.

For instance, let’s imagine you have a vacation rental company and you want your prospects to book a vacation with you.

So, you send out an email and at the end you ask your readers to “Book a vacation.”

Even though it starts with a nice, strong verb, it’s pretty bland.

How about, spicing it up a bit and asking the reader to, “Plan your dream vacation today!”

Now we’re talking. Even though you’re asking them to take the same action, look at the difference. It paints a picture in their head and gets them excited. Even the exclamation point adds a nice little kick to the sentence.

5. Give Your Audience a Reason to Act

In other words, why should your audience take action? Will it help them feel healthier? Will they make more money? Will they save time?

The reason they should take action should tie directly to your USP (unique selling point). It’s the main reason that your business is better – or at least different – than your competitors. It’s why your prospects will choose you over everyone else in your industry.

An example of a call to action which ties into your USP could be, “Call us today if you want to lose 10 pounds by the end of this month!”

6. Use FOMO to Your Advantage

People have an inherent fear of missing out (the infamous FOMO). And FOMO can be a very effective motivator to get your prospects to act. If they feel that they may lose out on an opportunity, they’re going to act a lot quicker.

For instance, if your business is running a promotion, make sure to mention that this promotion won’t last forever.

You’ve seen these kinds of calls to action all the time: “Sale ends Monday!” or “Don’t Miss Out on the Biggest Sale of the Year!” And the reason you see them so often is because they work.

7. State the Price in Your CTA

Showing your prospects the price of your product or service in your CTA helps them to decide, in the moment, whether of not they should spend their money.

If your prospect sees the price of your product or service and still decides to click through to find out more, you know that they’re very interested in your offering. There’s going to be an increased chance of converting your prospect to a buyer.

However, if you don’t include pricing in your CTA, you’re most likely going to get quite a few prospects who will click through only to be scared off by your prices. This type of lead is a big waste of money. And who wants to deal with that?

Experiment with including pricing information in your CTA.

For instance, check out this CTA that states, “Shop today for designer shoes starting at $30!”

When a prospect clicks on that ad, there is a much better chance that they are willing to spend $30, then if you’d simply stated, “Shop today for designer shoes!”

Final Thoughts

A common mistake many businesses make is not including a CTA in their marketing materials. You should have a CTA everywhere! It should be in your emails, online ads, website, blog, brochures, and social media posts.

Remember, if you don’t ask your prospects to take action, they probably won’t.