Writing An Awesome Call-To-Action People Must Click
A call-to-action is an absolute necessity on any piece of marketing material, digital or in print. Making it irresistible is key. People must have a reason to say yes. In today’s digital economy it is far too easy for people to abandon carts without paying and forgo that newsletter you put so much time into. Herding cats on horseback is probably easier than getting prospects to do what you want them to do, especially if it includes taking action. So, what’s the trick when it comes to calls to action? You must make them absolutely irresistible while appealing to the senses. Here are a few tips.
Think Like the Audience
Try to get inside the visitor’s head when writing your call-to-action. Clicking on that button should be the next natural step in the process. Know the difference between low, medium and high priority searches and utilize them. If you were the visitor in this process, what call-to-action would be so absolutely tempting that you wouldn’t be able to resist? Answer that question, and you have a winner.
Keep things simple. Use simple language that tugs at emotions. Utilize a sense of urgency and fear of missing out, or FOMO. Nobody likes to miss out, and everyone wants to be first. However, this will all be for not if your call-to-action is clouded with technical jargon the visitor must decipher. There is nothing easy about that. Emphasize the safety of action, such as risk-free. This is a big motivator. Visitors will refrain from purchasing something they really want if they are not assured that there is a modicum of safety associated with the purchase.
Imagery And Desires
Use imagery to help you appeal to the desires of your target market. If your target market is men, you may want to appeal to their desire to build something. If the target market is moms, appeal to their desire to nurture. The desires of the audience are going to be their biggest motivator so use them. Combine imagery to get your message across. Imagery is powerful, and if you don’t use it, you are missing out. A man doesn’t walk around all day, hoping he gets to build something. However, seeing a picture of a lumberjack at work might stir something deep down inside of him.
Mind Your Colors
Colors are bold, and they have meaning. For instance, red is a power color. Red and gold typically inspire hunger which is why so many eateries use them. It is essential to keep this in mind when creating your call-to-action. You need to know what colors inspire what emotions and use them sensibly. You don’t want your call-to-action to be set against a red and gold background if you are selling a diet pill. Do a little research when putting together your call-to-action.
Combine The Slogan
A good slogan is powerful because it inspires brand awareness and yes, inspires action. If you do a little research, you’ll notice that all the most successful companies have combined their slogan with their call-to-action. Why? It is the next most natural step. The combination of the slogan and the call-to-action is part of what made them successful.
A call-to-action is a necessary and important part of marketing. It takes a little more effort to do it right. However, in the age of digital marketing, it is nearly impossible to take back mistakes. A bad call-to-action will be apparent almost immediately when it doesn’t garner any clicks. Herd a few cats on horseback, and you’ll get all the clicks you need.
Joanne is an accomplished marketing and sales leader with over seventeen years of experience defining corporate marketing and sales strategies, managing sales and marketing teams, and closing new business with Fortune 1000 customers across a wide range of vertical markets.