What Makes a Call to Action Work?
A call to action (CTA) is an important part of your content in many industries. You don’t just want to provide information to the reader. You also want them to take some specific action. Perhaps the content tells them about a certain product and you want to invite them to make a purchase. Maybe the content talks about the services your company provides and you just want to ask them to contact you for more details. Either way, the call to action is the portion at the end of your content where you try to get the reader to respond in some way.
How can you make this work? What do you need to do to ensure that the CTA is effective and that it gets people to take the action that you’re nudging them toward? There are a number of different things to keep in mind, some of which are discussed below.
It’s Best if There Is a Low Level of Commitment
One thing you want to do is to focus on a zero pressure approach that shows the person they don’t have to commit to your company at that moment. There are no strings attached and they can just find out more information if they’d like to. If people believe that contacting you is going to be complicated or that they’re going to have to turn over more information than they’re comfortable with, they’re not going to do it. If they think that they can learn more valuable information without any potential downsides, they’re much more likely to do so.
Urgency Can Help
While you don’t want to make the reader feel like they have to commit to anything, you may want to make them feel a sense of urgency. For instance, some people employ the tactic of writing content about sales or deals. The CTA then includes information telling the reader that they can only get this deal for a limited time, so they need to act now if they’re going to take advantage of it. The hope here is that people who are on the fence and aren’t sure if they want to contact you will do so because they have a fear of missing out on whatever deal or savings you’re providing.
Use Active Language
Your call to action should effectively give people directions. You may write something like “call now” and then your phone number or “click here to send us an email.” You may ask them to “shop at our online store” or “join our exclusive group” today. All of these words that lead into the call to action – call, click, shop, join – are commands. They are more likely than passive writing to get someone to take action.
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