How to Write A Strong Call to Action

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A call to action (CTA) is an essential part of marketing —it asks your audience to act on the information given to them and tells them how. If well crafted, your CTA will translate into a sale, email sign-up, or whatever the action you want your audience to take. So how do you develop a call to action? And what do you do if it’s not working?

The Three Parts of a Call to Action

In order to make a compelling call to action, it needs to have three parts: a unique selling point, an impulse factor, and a command verb (the action part of the CTA). To explain these points we’ll use this CTA as an example:

“All Video Games 50% off until 9PM tonight, shop online!”

  1. Unique Selling Point

The unique selling point should tell your audience what it is that makes your product or service unique, or what is unique about the deal you’re offering. In our example, the 50 percent off sale is unique, and a great selling feature:

“All Video Games 50% off until 9PM tonight, shop online!”

But, you don’t have to offer a discount or “cash” incentive as your unique selling point. Instead, it can be a quality offering, where you mention that your product is luxury, artisan, rare, or another form of quality.

  1. Impulse Factor

At this point in our CTA example, the audience is intrigued because you’re offering them something special, or a big discount. But if that quality or sale is always available, why would they get it now? If you set a limit or a deadline on your CTA, people will be more likely to take advantage of the deal. In our example, the impulse factor is the 9 pm deadline.

“All Video Games 50% off until 9PM tonight, shop online!”

Why do impulse factors work? It gives a sense of urgency to your offer that makes your audience afraid to miss out on it, and feel they will regret not purchasing it now.

There is also an element of social proof to some impulse offers. For example, if you told your audience that your service is ranked number one in the area, or that you’ve sold a million of your products, they are more motivated to buy. This is simply because other people have already purchased from you.

  1. Command Verb

Now your audience knows what you’re offering and that they want your product, but how do they get it? You need to tell them precisely what they should do next with a simple and to the point command verb. In our example, the command is “shop online.”

“All Video Games 50% off until 9PM tonight, shop online!”

This motivates the audience to go right to your video game website and take advantage of the offer. You can use any simple verb to motivate your audience, whether you want them to buy, call, view, or subscribe.

Test Your Call to Action

The last step in crafting a CTA is testing it. Slight modifications to any of the three elements above can lead you to the large response you are looking for. Perhaps even combining them in a different order will increase engagement.

Not sure how to apply this to your product or service? We’ll help you plan your campaign for freecontact Direct Response Media Group for assistance with all of your marketing initiatives today!

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