In the world of marketing, one of the most important, if not the most important, element is a well-crafted CALL TO ACTION.
But the thing is.. crafting one can be challenging.
That’s why most marketers tend to use the same call to action statements in almost every marketing campaign they make.
And that is a BIG MISTAKE.
Not only do these phrases get old and boring, they also don’t captivate the target audience.
As a result, most landing pages, campaigns, or sales pages are not converting the visitors into paying customers.
In marketing, a call to action, also known as a CTA, is a phrase that tells a person exactly what action to take and how to take it.
CTAs are usually remarkably simple. In today’s terms: stupid basic.
These statements can be two-word phrases like, “Click Here,” “Learn more,” or “Save now!”
Calls to action serve two main purposes: to tell someone what they should do and give them the motivation to do so.
A lot of people forget to target the second purpose. But if you want to make well-crafted calls to action, your CTAs should serve both purposes.
First, you must Define your Goals: what is the objective of your campaign?
Before you start making your CTAs, you should have a well-defined goal that you want to achieve.
Next, you need to Know Your Audience: having a deep understanding about who your audience is a vital part of crafting a call to action.
If you don’t know your audience, you won’t know what message to give them or how to treat them.
You can get to know your audience by conducting surveys or by speaking with them directly.
After defining the goal and identifying your audience, you can start crafting your CTAs!
There are several features of well-crafted CTAs but here are five things you can do to make sure your CTAs convert:
#1 Be Clear in Your Message
Your CTA should be obvious regarding the message you want to tell your audience.
Avoid dressing up your call to action button with flowery copy.
Be direct and stick to the point for higher likelihood of clicks.
#2 Describe the Benefits
A good CTA will let the audience know about the benefits of engaging with the CTA.
Remember that your audience cares about how things affect them, not you.
So your call to action button should highlight the benefits to the visitors, not the benefits to you.
#3 Use Action Words
In writing your call to action, word choice needs a careful decision.
Your CTA should tell the reader EXACTLY what to do.
To do this, start your CTAs by using strong and action-oriented words.
#4 Trigger FOMO
Fear of missing out, also known as FOMO, is an extremely effective way to encourage your audience to act IMMEDIATELY.
When people think they might lose a one-time opportunity, there’s a high chance that they will take action immediately.
Be honest about the one-time opportunity. You don’t want to have trust issues between you and your audience, right?
#5 Make them Visually Appealing
People are visual creatures.
That is why design is also an important part of getting your CTA right.
A good CTA should catch the attention of the viewers.
To do this, design your call to action button in a way that matches your branding but also stands out from the rest of the page.
There is lots more to learn about CTAs! Watch below for full talk!