Every day, we are exposed to CTAs from the television, direct mail in our letterboxes and online. Each avenue has its approach as to how you encourage an audience to take action to do something.
Why you might need to use it
- You might have stock to get rid of and need to encourage sales
- You may have a new service that you want your customers to learn more about
- You may have a new product and wish to promote a brief introductory discount
- You may want to grow your newsletter subscriber list
- You may have a website that does not encourage readers to do anything
- You may have a new blog article that you want your readers to share
- You may have holiday accommodation/restaurant and want people to book now
- You may have a trade / service and want more enquiries
- You may have an event or webinar that you want people to sign up to
- You have customers that exit your online shop and abandon their baskets
- Your social media activity lacks encouragement to do anything
- Your flyers or adverts lack strong calls to action
A good call to action will direct your audience to the right place and explain wh you want them to do and state the result for the recipient.
Look at TV adverts for inspiration. Sift through the publicity that lands in your letterbox, look at websites and their CTAs. Get creative. Understand your audience. What would motivate them to take action? Your CTA needs to stand out and offer concise instruction, using strong, actionable words and include what you want people to do and what will happen when they do. Make sure it is evident as to what the recipient is getting. How long is the offer to last? Is there a sense of urgency? Is there a specific time frame?
What are you doing in your business that potentially has room for a CTA? After reading through why you might need to use it, you might identify areas of your marketing and include calls to action where relevant. We cannot control what audiences do, but we can help close some gaps with the right message at the right time to encourage our audience to take action. Take some time to identify where/how potential customers are not connecting with you and address those gaps.
A call to action is a chance to motivate and encourage your audience to take actionable steps to become your business's customer or client.