How To Construct an Effective Call-to-Action
Algorithms may change regularly, but some things stay the same: people are more likely to do something if you invite them to do it. It goes back to print ads and TV commercials including the words “call now.” Though the concept has evolved over the years, it’s just as necessary in helping your customers along the buyer journey today.
A “call-to-action” in the marketing world refers to “any device designed to prompt an immediate response or encourage an immediate sale” (Wikipedia). These call-to-actions appear in various forms and for different purposes. Here are four things to check off the to-do list when putting together a call-to-action.
- Pick one action and make it clear
Stick to one purpose. Don’t ask them to like you on Facebook, follow you on Instagram, tag them in a tweet, write a review, subscribe to your newsletter, and pay a visit to your store. Choose one and make it obvious that that’s what you want them to do. - Offer an incentive that requires no obligations
Why should they do what you’re asking them to do? Your call-to-action should benefit the reader. Offer a free month of premium membership, a trial product, coupon or a helpful PDF as a no-strings-attached reward for acting in response to your call-to-action. - Make their response one-click easy
The digital world makes call-to-actions extremely easy. Your invitation to subscribe can be in the form of a “Subscribe now” button, which seamlessly walks them through the process or provides instructions. If they don’t know how to fulfill your request, they won’t go through with it. - Encourage an immediate response
Use key words that imply immediacy, such as “Now,” or “Today.” Better yet, tell them why they should act right away: “Don’t miss this exclusive opportunity.”
Balancing these steps with placement, timing, and other important strategic factors can make a huge difference in your marketing efforts. What are some of your favorite examples of a good call-to-action? Share them in the comments below!
