What makes a good call to action?

Call to action? What’s a ‘Call to Action’?! Simply put, it’s something that pushes potential customers to purchase a product or get in touch about a service then and there.

It could be as simple as asking a reader to subscribe or offering a discount, but more importantly it increases interest and makes it clear to your customers what you’re offering in an efficient way. 

Unsuccessful campaigns have often forgotten to include a Call to Action (or CTA), thinking that telling the prospective customer that they existed was enough. To make a difference, and get that all important engagement, there are three things to consider, and once we’ve told you about them, you’ll start noticing them everywhere!

What makes a good call to action?

So what makes a good CTA? Firstly, you need to decide what you want to ‘call’ people to do. Is it to buy something, join your group or just agree to receive more information? Avoid dry terms like ‘click here’ and instead make the invitation more, well, inviting! Things like -

  • Find Out More
  • Join Our Community
  • Start Your Journey
  • Book Your Place
  • Make A Difference

Be reassuring

You should always include something that reassures the prospect that there’s no risk in finding out more, to remove any barriers that might stand between you and your prospect. For example -

  • Get your free copy
  • Easy access
  • Free returns
  • 5 star reviews
  • 30 day free trial 

Get that click now!

It’s vital to emphasise the need for your prospect to act now, otherwise they may be enticed by another’s offer or simply forget. It can even be as easy as saying ‘act now!’ or highlighting a limited time offer -

  • Discount valid for this month only
  • While stocks last
  • Last few seats available
  • Too good to miss
  • You deserve it!
  • Start your free trial now 

Final thoughts

Above all it’s important to be clear about what you are offering and what the respondent should do to take advantage of that. A ‘Call to Action’ in some form should be included in your print advertising, social media posts, relevant website pages and online marketing. So remember -

  1. Be clear about what you’re offering
  2. Reduce risk and remove barriers
  3. Introduce incentive to act now 

It may sound like a lot to think about, but you are probably doing some of these things already without realising. Good marketing software will help you hone your ‘Call to Action’ by  highlighting your products or services, and by making it easier for people to act on it. And with a marketing account manager on your side, your campaigns will shine - promoting your brand, increasing engagement and, ultimately, growing your business.

Let us show you how

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