Good: “Call us today” – This call to action gives the audience a firm measurement of time to work with and creates a sense of importance. However this doesn’t have to be a strict measurement of time, just a general feeling of importance. Your call to action should guide the customer towards the next natural step he or she needs to accomplish in order to get to the end goal.Ī time limitation makes your calls to action a bit stronger because it adds a sense of urgency. Often times your end goal (making a sale/converting a customer) takes a few steps to accomplish. “Sign up for a free consultation by phone or on our website” is much clearer. By using both “Call us to sign up for a free consultation” and “Visit our website and sign up for a free consultation” in your copy it makes it clear to the audience that signing up is the most important action.Ī better way to achieve this would be to eliminate the other calls to action altogether. This flyer has multiple examples of calls to action, but one dominates the others: “Buy at Fine Retail Stores.” Photo Credit: Fran Lindenįor example, the end goal may be to have customers sign up for a free consultation, but they might have multiple options for doing so. Write your call to action using simple language-avoid jargon or confusing terms.īad: “Point your web browser towards our home page.” A clear message spells out exactly what the audience should do and how it will benefit them. More importantly, the message itself should be easily understood. For starters, the font should be bold and easy to read, so avoid small or overly fancy fonts. You can’t literally hand someone a phone call.Ī call to action is only effective if it’s clearly understood by the audience. Good: “Call us today for a free sample” – this is actionable because “call” is a verb that can be carried out by a person.īad: “Give us a call for a free sample” – although “give” would normally be actionable, in this case what you’re giving is not a tangible object. Actionable verbs are ones that can actually be carried out by a person in a literal sense. Action words and phrases compel the reader to perform a task, which is the entire point of a call to action to begin with. If your copy doesn’t tell the audience exactly how they can benefit from using your brand in a clear and engaging way, they won’t even care about the call to action.Īlmost every call to action includes a verb–but some verbs are stronger than others. This flyer begins by offering a benefit (a happy reaction from your mother) and follows up with a call to action: “Send us her photo.” Photo Credit: LeighAnn LoftusĪ call to action is only as powerful as the surrounding copy. This makes the call to action more enticing to the audience because it gives them a reason to follow your instructions. The best practices for accomplishing this are to identify a problem your audience can relate to and position your brand as a solution to that problem. Good call to action phrases act like a trail of breadcrumbs leading potential customers directly to your business.īefore you can begin writing your call to action, you have to understand what you can offer your audience and more importantly, why they need it in the first place. They’re absolutely crucial because once you’ve hooked your audience on your brand, they need to know what steps to take in order to obtain your product or service. In written advertising, a call to action (by definition) is an imperative sentence that instructs the reader to perform a task. You could write the most effective, emotional, efficient copy for your printed marketing media, and it wouldn’t amount to anything if a call to action wasn’t clearly defined.
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