Do you know what your customer and a child have in common?
You have to tell them exactly what they should do before they will do it.
My son knows that he needs to brush his teeth before bed.
We’ve had this same routine for years.
But, if I don’t remind him to brush his teeth before bed, it won’t get done.
Why? Because he forgets.
Your customers are the same way. Sometimes, they just need a little reminder of what you want them to do. That’s where the call to action comes in.
A call-to-action is what you want your customer to do after they read something. It can be anything you want it to be.
If you’ve written a blog post, you might ask the reader to comment afterward. If you created an ad for a new product, you might ask your reader to “buy it now.”
Make sure the call-to-action goes along with the message of whatever it is the person has just read. The goal should be to get someone to interact with your business and brand in a positive way.
What are the best ways to write a call to action?
Make it stand out.
You know that saying “bigger is always better”? The same can be true for a call to action. Don’t be afraid to use bright colors, bold fonts, and big buttons when you create yours. The easier it is to see, the easier it will be for someone to act on it.
Make your call to action big. Make it loud. Make it stand out.
Create a sense of urgency.
When customers think that something could be ending soon, it creates a sense of panic. Think back to a time when you bought something because the “sale ended tomorrow.” You probably didn’t even think about whether you needed that item before you bought it.
The idea that it wouldn’t be on sale tomorrow was enough to get you to hit the “buy” button. You acted on urgency.
Use words like “Limited Time Offer” or “Sale Ends Soon” to create a sense of urgency around your call to action.
Write with a customer focus.
When you’re writing a call to action, keep the focus on the customer. To achieve this, use phrases such as “I want to learn more” or “Send me the freebie.” Think about what they might say to themselves after reading your ad. Use that as your call to action.
Make it actionable with action words.
What better way to get someone to act than with action words. Use words such as “create,” “view,” “click,” “join,” “shop,” or “explore.”
Using verbs can make the actionable phrase feel a bit more personal and inviting.
Add value to the action. What will they get if they do what you’re asking.
Let your customer know what they will get after they do what you want. If they are going to sign up for something or call you, how will they get value out of that?
You can use a phrase such as “sign up now for your free checklist” or “give us a call for a FREE quote.” You’ve asked them to do something, and you’ve told them what they will get when they do.
Use language the customer understands.
Don't use industry-specific jargon (words) in your writing. They can make your customers a little apprehensive about what you’re asking them. They're also really freaking confusing.
Would your customer call a wine glass a wine chalice or drinking vessels? No, they would not. Unless, of course, they are playing a character from Game of Thrones. Keep it simple and use the terms your customer knows. Simple terms do the trick!
Keep the choices simple.
Too many choices isn’t a good thing. Keep your options limited to one or two actions you want someone to take. If customers feel overwhelmed, they are less likely to take any action at all. That’s not what you want.
Different ways to write it.
A call to action will come in one of two forms- buttons or within the text.
Each type serves a different purpose and is used for different kinds of materials.
A button is usually found on social media ads, websites, and forms. A button makes your call to action easy to act upon. The reader simply clicks the button and is taken to a page to do what you wanted them to do. That might be entering their email or start a live chat.
Using a call to action within your text is best used in blog posts. Incorporate your request into the message of the blog. Writing a call to action is a great way to get your blog readers engaged in your content. You can also ask them to “comment on” or “share” your story with others.
Be clear about what you want them to do.
There is a time and place for creativity with your writing. The call to action isn’t that time or place. Don’t get cute with your words or phrases. Keep things clear and concise. A simple “give me a call” is easier to understand than someone saying, “ring me up on my mo-bile.”
Plus, too much cute can actually make you seem unprofessional. Like I said, place and time.
I hope these tips help you the next time you're writing a call to action. Remember to keep it simple, make it stand out, and make it actionable.
Do you have a call to action tip you’d like to share?
Maybe you have a favorite call to action that works for you all the time.