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7 Tips for Writing a Call to Action
How to write good calls to action:
Use action words
The best way to create a sense of urgency and motivate people to take action is to use verbal cues. Words such as: buy, add to cart, order, try, start, register, subscribe, download, learn more, scroll up, continue, and see more can be used.
It is important to maintain a balance. Remember not to be pushy or too aggressive in your sales pitch. If you use this technique too often, it will lose its effectiveness.
Write in the first person
This approach is especially relevant for newsletters and long texts. A letter written in the first person can attract readers' attention and encourage them to respond.
Keep it short and simple
Short and concise phrases are easier to remember and attract attention faster.
Focus on your audience's needs
To understand the values and problems of customers, it is important to conduct a marketing analysis and assess the market situation. Based on the data obtained, develop several calls to action and test them.
Create a sense of urgency
If you don't set a time frame for users, they may put off making a purchase and eventually forget about it.
Create a sense of urgency
Source: shutterstock.com
There are several ways to create a sense of urgency:
Offer a significant discount on a specific product that might be useful at the moment.
Include trigger words such as: now, coming soon, limited space, offer expires, etc. This is especially effective when the offer is truly limited in time.
Use the principle of fear of loss: if a person does not make a purchase now, he may miss out on an opportunity. For example: “The place is reserved, pay within 24 hours” or “Only three books left in stock”. Online stores can indicate the number of remaining products in the cards.
Remove obstacles.
Make the process of taking action as simple as possible.
Repeat buttons
On long landing pages containing a lot of information, it is worth duplicating calls to action. Add different CTA options: primary and secondary. The “Buy” button is suitable for clients who are ready to buy — this is usually the main call. For those who are hesitant, it is better to use a CTA with an offer of consultation or advertising materials.
Don't let expectations get you down
If a call to action offers free material, then after clicking the button there should not be a message about the need to fill out an application for a consultation.
Recommended articles on this topic:
B2B Marketing: Key Features, Promotion Channels
How to get contacts from a client: the most effective methods
9 Types of Customer Loyalty Programs
5 Templates for Creating a Call to Action
There are several ways to formulate a call to action:
"Benefit + Action" - Focus on the benefits the user can get by taking advantage of the offer, such as the opportunity to save money.
"Dream/idea/goal/task/mission + action" . In the call to action, indicate how your product or service will help the user achieve what he or she has long dreamed of.
"Time or quantity limited + action" . Include information in the CTA that the offer is limited and not available to everyone. For example, specify that the promotion is valid for a certain period of time or is designed for a limited number of participants. This can encourage the user to make a decision faster.
"Fear/pain/problem + action that solves it ." Using marketing research, determine what problem the user came to your site with and create a corresponding message.
"Error/task + action" - This formula also aims to demonstrate how your product or service can help the user solve their problem.
Read also!
"Marketer's KPI - Key Indicators and Accurate Calculation"
Read more
Common Mistakes in Creating a Call to Action
What not to do:
Unclear message
If a website or ad lacks a clear and proper call to action, the visitor may not understand what they should do next. As a result, they will leave the page without taking the required action, and the business will lose a potential customer.
For example, the author may describe her achievements in detail, but not indicate that others can achieve similar results by contacting her. The call to action should be clear, simple, and promise a solution to the problem.
The "Click here" sign is taboo
It is clear and concise, but does not provide the necessary information. The user does not understand why and how they should perform this action. Choose phrases that are focused on the customer's needs. An effective CTA should explain the benefits.
The phrase "Do this, this and this"
This call to action is long and cumbersome, which can be confusing. If you ask the visitor to perform two or even three actions, he may get confused and leave the page. The main rule: one call to action - one idea.
A short inscription with many actions
A common mistake is to have a long form before the call to action. Extra lines in the form can scare away buyers.