How to Write the Perfect Call to Action for Your Ads
Did you know that between 83% to 93% of leads come from anchor text and calls to action? Clearly, a well-written call to action is a vital aspect of leads & sales.
But how do you go about writing the perfect call to action? Read on. In this article, we’ll explain the various types of calls to action and how you can leverage them for your business.
What Is a Call to Action?
In your digital marketing strategy, your call to action is an invitation. It encourages your viewer to do something specific as a result of what they just read or heard.
On websites and social media, a call to action is often a clickable button. But it can also be another form of action such as to sign up for the mailing list, call the toll-free number, and more.
No matter how you use it, the perfect call to action uses clear concise language that prompts action. Your call to action should reduce risks and make the next step in the process painless for your reader.
It’s vital that you avoid friction words that could make someone hesitate.
Words such as join now, subscribe, start your free trial and add to cart are common examples of a call to action.
Focus on Exclusivity
FOMO (or fear of missing out) is real. In fact, 60% of people make purchases, usually within 24 hours, because of FOMO.
One way to harness the power of FOMO is to make your CTA feel exclusive. Use language that focuses on scarcity.
For example, highlighting the number of tickets remaining or including a countdown timer until the sale expires will promote urgency.
Write a Benefit-Oriented CTA
Consumers spend a lot of time searching for the best products or services to meet their needs.
One of the most successful types of call to action is to focus on the benefits to your customer. Help them see how taking the next step is in their best interest.
For example, a CTA such as “double your traffic in 30 days” tells your viewer exactly what’s in it for them should they click.
Appeal to Emotion
Fear, anger, compassion, excitement, or a host of other emotions can all be used to motivate a person to click. When using fear, remember that you aren’t trying to scare your customers away. Instead, you want to remind them of a fear they already have and tactfully outline how your business can help.
This method appeals to their feelings rather than their rational mind. Using an emotional appeal propels your reader to take action on a factor that has nothing to do with the logical reasons why they should.
Appealing to a viewer’s emotion happens long before the CTA. It’s done through the content leading up to the CTA.
For example, the World Wildlife Fund uses fear to raise awareness about the results of global warming.
Once you have the emotions involved, your CTA should be the next logical step. “Take action now” would be ideal for the climate change campaign.
Curiosity is a powerful emotion. There has been much research on curiosity that shows just how potent this emotion can be.
If you tailor your call to action in a way that piques your reader’s curiosity, they’ll be more willing to click and find out.
The key to evoking curiosity is that you don’t give all the information. Leaving something mysterious can get you the clicks you want. Perhaps you tell your audience what you do, but not how.
Explain that clicking will answer their questions. CTAs with phrases such as “Find Out”, “Discover” or “Learn More” work well here.
Write the Perfect Call to Action
There you go! Now you know four of the best methods to writing a perfect call to action. Of course, there is much, much more to mastering this important element of your advertising.
Creating effective ads and managing performance is not for the faint of heart.
At Tyche Digital Media, we’ve managed hundreds of thousands of corporate advertising dollars to help businesses skyrocket their sales.
Book a discovery call today to find out if our services are a good fit for you.
Grab this guide if you need effective techniques to minimize your Facebook ad costs.
Results-driven, dynamic Director of Sales & Marketing turned Certified Master Marketer, Tammy uses all of her digital marketing smarts for good…she has managed millions of dollars in top-line revenue and hundreds of thousands of dollars in advertising spend while consistently generating a 2:1 return inside the Facebook & Google Ad platforms. Follow Tammy on Facebook & Instagram.