What Makes a Strong Call to Action?

A strong call to action (CTA) is vitally important when you are trying to get your audience to do what you want them to do. Without a strong CTA, your web copy or email can fall flat. If readers don’t know what to do, they most definitely won’t do it!

Make sure you have goals for each piece that you write. Do you want your readers to sign a petition? Sign up for a newsletter? Buy a product? Have a clear vision for the outcome of your piece. You want to guide people to take the action that you need them to take.

Here are the three elements for a great call to action:

  1. Your CTA should be simple.

Don’t confuse your readers by including multiple calls to action. Even if you want them to buy your product and sign up for your newsletter, choose only one single action for them to take (and choose carefully!). The best way to do this is to have a big button for them to click, saying “click here to order” or “sign up for our newsletter!” (not both).

       2. Speak directly to the reader.

Make it clear that it is the reader you’re talking to. Specify exactly what they can do. Avoid using the passive voice: “the audience was moved by our call to action” (passive) versus “our call to action moved the audience” (active).

For more details about the passive voice, click here.

       3. Create a sense of urgency.

You want your audience to think that there’s a time limit on the action, so they won’t think “oh I’ll come back to this email later.” More often than not, they’ll forget about you. Use words like today, now, or limited time to incite a sense of urgency.

A Strong Call To Action, In Action

Below is an example of Targeted Persuasion’s call to action on our highly successful Free The Mimosa campaign. Notice how the email tells readers to do one thing: email their legislators. It speaks directly to the readers, using words like “you” and avoids the passive voice. There’s a sense of urgency, and the vote deadline is highlighted.

call to action email example

The keys to creating a strong CTA are now in your hands. Want to continue the conversation? Contact us today and find out how Targeted Persuasion can help your organization create a successful campaign.