Happy Friday! If you’ve been following our step by step guide, on our social media pages, to writing a smashing call to action, we have great news!
The final step is here, check out the final step and recap the full journey below.
1. Use a strong command verb to start your call to action. Be clear and concise. Space can often be limited so make sure the message is simple and straight to the point. Start with a desired action. Basically letting the audience know exactly what you want them to do. ‘Visit our website’ ‘Call us today’ and ‘Find out more at…’ are great ways to start encouraging your target audience to take action.
2. Use words that provoke emotion or enthusiasm. If your call to action is enthusiastic, your audiences’ reaction will reflect that. Imagine you are out shopping and you see the words ‘Buy now and get 50% off!’ screaming at you from beside that new TV you’ve been eyeing up for months. Not only does this provide you (the buyer) with a huge benefit. But you’d also be thrilled to get your TV for half the price you originally saw it at. Playing on emotion is another great way to get customers to take action. ‘Plan your dream family holiday today!’ – What could be better than a dream holiday with the ones you love most?
3. Give your audience a reason to take action. What is the benefit for your audience? What’s in it for them? Whether it is weight loss, saving money or improving a skill you need a unique selling point to back up the call to action. For example, ‘Call us today to arrange your free consultation!’ This statement tells the audience exactly what they need to do (Call today) and then gives them a great reason as to why they should take the action (free consultation).
4. Fear Of Missing Out FOMO is extremely effective in motivating an audience to take action. No one likes the thought of missing out on a great opportunity. People are quick to hop on the bandwagon in fear of missing out on an offer that might never come around again. We often receive emails from companies with promotions that ‘won’t last forever.’ It can be difficult to ignore a prompt such as ‘Shop now! Our 50% off sale ends this Sunday.’ Or ‘Buy now while stocks last!’ These statements prompt us to buy and work especially well in time pressure situations such as at Christmas, or when we are buying Birthday gifts.
5. Don’t be afraid to get creative It is important to keep things fresh and engaging. Some audiences may be put off by a straight forward call to action, so avoid telling them exactly what they need to do. Let’s say you’re introducing potential customers to a life changing diet plan; ‘Fill out our online form to get started’ isn’t half as enticing as ‘Your healthier life starts today!’ Focus on the benefits, think outside the box and don’t be afraid to experiment, test out different methods and see what works best for your target audience.
6. Use numbers when appropriate As consumers we tend to respond pretty well to seeing numbers, especially in pricing, discounts and promotions. Numbers help you to establish whether you really need that snazzy pair of shoes you’ve desperately wanted since the last time you went shopping. Wanting something and needing something are very different, so using numbers effectively in your call to action can turn your audience’s want into a need. ‘All TV’s less than £250! Today only!’ This statement not only shows customers how little they will pay but makes them feel as though they NEED to act straight away in fear of missing out on this offer, which will end today. FOMO and numbers work together really well in most situations, as no one wants to miss an incredibly good deal. Another example could be ‘Order by 5pm today for FREE next day delivery!’ This gives your audience an incentive to act upon and makes them think they NEED to act fast to get the item they want.