Creating Effective Calls-to-Action with Focus

Wouldn’t it be great if you could just ask people online to do something and they would just do it?

It's not likely to happen 100% of the time but you can certainly improve your odds by understanding more about creating an impactful call to action. 

On the web there are a couple of places where a "Call to action" will work. That's your website and a video. 

Your customers and potential customers are smart, but years of web surfing and watching video have them expecting to be told what to do on those two platforms. If you don’t explicitly tell them what to do and give them an easy way to do it, they’ll most likely navigate to another place but if your call to action is clear, impactful and enticing your chances are terrific that it will be successful.

To improve your understanding of a successful "Call to Action" let's focus on the language of the CTA. First, you need to decide something – what action do you want your customers to take?

Some ideas include: scheduling a Gig, subscribing to your mailing list, buying your CD,, downloading a new single, or watching your videol. Once you’ve got one action in mind, follow these tips for writing your CTA.

1) Focus on: Action Verbs

Download, buy, click, play, subscribe – these are action verbs, i.e., the best verbs, because they spur people to action! Always start your CTA with an action verb, it makes your writing more exciting and gives readers something to actually do.

 

2) Focus on: Urgency

By creating a sense of urgency, you can help your readers move along more quickly. Have a sale going on? Give your customers a sense of urgency by including when the sale ends or when a limited edition offer is ending . Make them feel like they must go by using words like “today” or “now”. If your focused on video views, focus on the value that your content offers the viewer right away.

 

3) Focus on: Voice

You’re using an action verb and the action is urgent. Use a voice that’s engaging and exciting to pull people in. It’s okay to use exclamation points here! The product or service you offer is great and your customer will benefit from it – definitely an okay time for excitement. Remember, the bat-and-ball is good in small doses; only use it once or you’ll lose the effect. And it's also important to put the right CTA in front of a micro-niche group of people who are actually seeking what you have. 

 

4) Focus on: Benefit

Will your music help improve their day? Can your customers have one for free in exchange for an email? Think of the benefits of what you’re offering and share the benefit. Users are much more likely to click if they see benefits up front.

 

5) Focus on: Lead Up & Button

There is a difference in the language you’ll use for these two areas. The lead-up text is introducing the product or service and showing the benefit. You can be clever in the lead-up text; in fact, this is a great place to be creative and persuasive. It's the text used to tell the story of why before you ask for a response. 

However, in the button text, you want to be as clear as possible. This is where you tell them exactly what they’ll be doing and you don’t want to obscure the action. Keep the button text short and snappy, around 1-5 words. Ie: Subscribe, BUY NOW, Download, Watch.