Verily, art thou prepared for thy marketing endeavors to yield results of great import? We shalt impart upon thee the wisdom to inspire thy audience with a call to action of unparalleled potency.
‘Tis oft spoken that a closed mouth shall not partake of sustenance. Shouldst thou seek another’s compliance, thou must make a request. Crafting a call to action most compelling is a stratagem to obtain thine desires.
Whether thine aim be to vend wares, entice subscribers to thy missives, or gather faithful adherents to thy cause, the crafting of a flawless call to action is paramount to triumph.
But how might one pen a call to action that doth rise above the throng and indeed elicit results? In this treatise, we shalt unveil the art of motivation through exemplars of calls to action that stir the soul, as well as impart guidance for composing thine own.
Hark! What manner of creature is this call to action?
A call to action, in simplicity, is a verbiage or phrase that bids forth action. ‘Tis a term of the marketplace that entreats thy audience to act in a prescribed manner.
A call to action may manifest as a button of click or simply as a passage of text. Such calls may be placed at any juncture in the user’s voyage that thou wishest to direct thine audience.
Imagine, perchance, that thou art offering a pair of shoes upon Instagram, and are crafting lucid social media calls to action. At the tail of thy social post’s narrative, mayhaps thou placeth a call bidding, “Click the link in our bio.” This link doth lead to a page showcasing the shoes, whereupon the call to action shalt be a button urging, “Add to shopping cart.”
Calls to action are not limited to social media alone. They may also adorn emails in a marketing campaign, advertisements for purchase, conclusions of written discourse, and landing pages.
Indeed, calls to action abound even in printed matter—doth not billboards or missives cry out, “Call Now!”
Lo, herein lie examples of such common calls to action:
– Purchase now
– Subscribe
– Contact us
– Endeavor forthwith
– Trial freely
– Procure instantly
– Gain knowledge
– Initiate thy journey
– Join us in our quest
– Peruse further
Wherefore is a commendable call to action of import?
A deftly-crafted call to action serveth as a pathway most well-illuminated or a bridge to guide thine user to their destined destination. Should thy business plan be ordained aright, this destination shalt align with thy aims.
A robust call to action doth seize the attention of patrons and doth incentivize them to take the critical step necessary for their aims. Apt calls can instill confidence in thy venture, conveying notions of trust, safety, and convenience, all which may heighten conversions or drive traffic to its intended locale.
Calls to action may also counteract the vexation of decision fatigue. When one is beset with myriad choices, the mind may be overwhelmed. Calls to action serve to cut through that bewilderment, delivering unto the reader a clear directive. Pray, proceed forth and imbibe the precepts for constructing calls to action of efficacy.
No more than the cutting of one’s own bangs, the crafting of calls to action hath its own right and wrong ways. Considerations of copywriting, design, imagery, and placement upon a webpage are of necessity. Yet fear not, for we offer thee a compendium of best practices below.
Make it succinct and unambiguous
Thine call to action must needs be concise, presenting a direct entreaty to thine audience, whether it be to subscribe to a mailing list or procure a product or service. Dost not compose a voluminous narrative in which the call to action is obscured; thou desirest thy audience to discern readily the path to tread.
Verily, let the call to action be conspicuous
Mortals do not peruse a webpage like a scholarly tome, poring over each word, nor do they relish a quest to uncover hidden treasures. Should thy call to action be not immediately apparent, the interest of thy viewer shall wane in but a twinkling. Recall, a competitor may be ensconced in a similar endeavor, and thy patrons are spoiled for choice.
Place thy call to action amidst white expanses
Verily, fear not the white spaces upon thy site! They do permit thine viewers a moment of solace amidst the content deluge, and may highlight intelligence of import. Encompassing thy button of call to action with these ivory voids shall cause it to leap forth.
Employ hues of contrast or boldness
Tis said that the sign of stop be crimson for a reason. It doth stand out, unyielding amid the urban sprawl or pastoral vistas. So too shouldst thou consider the hues of thy call to action buttons. Yet forget not thine own brand’s colors. A secondary hue of brand may serve well. And shouldst thou seek knowledge regarding brand colors and a consistent style guide, behold our instruction.
Wherefore is the placement of thine page significant
Where thou dost station thy call to action buttons carries great import. Ponder upon the natural flow of thy user’s odyssey. Some users may seek instantly to purchase or proceed forward, whilst others may desire to peruse thy landing page ere moving on.
Place a call to action beneath thy header and at the page’s terminus. Herein lie opportunities to capture swiftly those amenable, whilst affording those who require more time an occasion to engage with yon call to action at the base.
Compose supporting text with a focus upon benefit
Supporting text, afore or betwixt thy calls to action, may be the content of weblogs, the body of email, or the script upon thy website. This surplus information presents thee the chance to display to thine audience the benefits awaiting should they heed thy call to action.
Consider, for instance, if thy desire be to enlist an audience to subscribe to thy newsletter of missives. If thou seeketh to persuade individuals to entrust their email addresses to thee, thou must needs inform them of the boon conferred. A newsletter centered on copywriting may proclaim, “We sift through myriad samples of copywriting, selecting only the superlative for thy use. Furthermore, we expound upon their efficacy, sparing thee the travail of strategic contemplation. Impress thy clientele, economize time, and appear as a sage. Enroll today.”
The accompanying text doth highlight the benefits, rendering the call to action all the more compelling. The reader cometh to know what awaits should they subscribe to the email newsletter and how ’twill profit them.
Mind thy copywriting with care
From site headings to social proclamations, every script must needs be in thine own brand’s voice, speaking directly to thy audience. Attend diligently to the language encircling thy calls to action. Potent words to strike a chord with the audience’s emotions. The verbiage of the call to action itself must needs be unambiguous, so thine audience knows whither it leads. “Partake of the Quiz” or “Shop Presently” conveys all necessary information as to the button’s endpoint.
Test, test, and test again
The sole method to ascertain if thy call to action be of superlative mettle is to assay it. Implementing A/B trials upon thy calls to action shall unveil which strategy fares supreme. ‘Tis a simple process: Change one element—be it the script, the placement, or the hues—and allow it to reign for a prescribed period. Subsequently, compare with antecedent versions.
Great examples of calls to action
Now that the precepts are known, let us peruse the deeds of others! Draw inspiration for thine own calls to action from the exemplars below.
Glossier
O, how we doth relish a good enigma! Whether ’tis a trite crime chronicle or a serendipitous boon from a merchant, the allure of the unknown doth captivate. Glossier’s “It’s a mystery!” call to action doth goad us to click, our curiosity keen to uncover the prize within.
Article
Article employs the power of color in their call-to-action buttons. Their vivid coral shade, a secondary hue of the brand, doth entice the eye to the “Add to cart” button. Clear, arresting, and succinct—qualities of a meritorious call to action.
Coco & Eve
Coco & Eve, in an email campaign, employth a discount code as a call to action. Who doth not delight in saving coin? Integrating a discount into the call to action is a cunning stratagem to draw forth the clicks.
Yet, limitations doth hinder such stratagems on certain platforms, such as Facebook or LinkedIn. Despite these strictures, one may infuse the imagery with the discount code, as Coco & Eve hath done, a clever mode of Facebook advertising.
Twitter’s “Tweet” CTA employs the parlance unique to its brand. Ere the advent of social media, the command to tweet would have perplexed the populace. Such is the evolution since 2006. Tread thou the same path by establishing a platform universal, where avian discourse entwines with shards of thought.
Tushy
Tushy utilizes the scaffold of social proof in their Instagram tale advertisement. The assertion of “100,000+ 5 Star reviews” serves to incite others to obtain a Tushy. Social proof, a tool of potent efficacy, wields the influence of the bandwagon effect—an inborn cognitive bias. As the masses cleave to aught, so do others follow. With 100,000 5-star commendations heralded, Tushy doth avail itself fully of the bandwagon effect.
NatGeo
NatGeo doth present a free trial in their Instagram promotion, a fine example of an efficacious call to action. Although, in a realm where success doth attend many, is emulation truly a sin?
