What makes a good call to action?

It can often help to put a call to action (CTA) at the end of your content. This is true for on-site content, such as a landing page connected to a pay-per-click (PPC) ad campaign. It is also true if you are doing email marketing. The call to action simply instructs the reader to take a certain step after reading the content. It is a simple way to get more people to engage with your brand, purchase your products, sign up for a newsletter or accomplish whatever other goal you may have.

But how do you write a CTA that works? Here are some tips to keep in mind.

Make it unique

First and foremost, a simple call to action like “Shop Now” can be useful. But it is often better to make it unique. If you run a luthier company that builds guitars, for example, a link at the end of your email marketing message instructing people to “Shop Now” is likely less effective than a link saying, “Design Your Perfect Guitar Today.” A unique call to action stands out and addresses something the reader is actually interested in.

Use action-focused language

Use action verbs when writing your call to action, as they can be simple and effective. Examples include phrases like “Call Now” or “Learn More.” Directly tell the reader the step you want them to take. It may seem obvious to you, but never assume that things are obvious to the reader. Concise action language is more likely to get results.

Offer them something extra

One thing that can make a call to action work is when it is paired with some sort of deal or benefit. For instance, you could tell the reader that they will get 10% off if they click the link in your email marketing message and make a purchase. Not only are you instructing them what to do, but you are also showing them why it is beneficial to follow those instructions. They are already interested in your goods and services, and the additional deal may push them toward making a purchase.

Create a sense of urgency

Finally, in a similar vein, it can help to create a sense of urgency. Many calls to action focus on time-sensitive deals. You may state that stock is selling quickly or that the deal only runs for a few more days. The goal is to get the reader to take action and to feel like waiting could cause them to miss out. You can use this fear of missing out, or FOMO, to encourage them to make a purchase today.

Call today to learn more

Here at Content Customs, our team has an incredible amount of experience with email marketing, content creation and much more. Contact us today to learn how we can help you get more out of your content and grow your brand.