Marketing is the art and social science of promoting and selling a product or service. Many things go into a successful promo campaign. Some marketing messages include beautiful photography or video that showcases some product in its best light. Some messages have text or narration that describes the product or service appealingly and tells the potential customer why they need it. There are many ways to speak to your customers, but when it comes to an online marketing campaign, or a sale pitch, or any kind of interaction with the potential customer, the beautiful story needs to be finished in a certain way.
One of the important parts of an effective marketing campaign is called “call to action”. It gives the customer a specific next step, a concrete action that they should take according to the marketing plan. A good call to action should give the customer a compelling reason to take action without any delays. Whether that step is making a purchase, signing up for a newsletter, or starting a trial, the call to action is the final message that induces the immediate result.
There are many great examples of a call to action which don’t immediately look alike, but there are some standard features that they tend to share. It makes sense since they all have the same goal: getting the potential customer to click the link, or join right away. The “right away” part is the most important, and so many marketing efforts are dedicated to motivating a potential customer to complete their purchase without any delays. This article will give you an idea of how to write a good call to action message for a persuasive speech or advertisement.
First, let’s agree that some types of marketing communication are not intended to induce an immediate purchase: many TV commercials are a good example of this. When you’re watching TV, you’re not necessarily in the position to get a burger this very instant. Instead, those burger commercials are supposed to make you think of that specific burger the next time you’re out and need to grab some food. Obviously, some marketing campaigns are aimed to build brand awareness or an emotional link. But when the situation allows, the seller will probably try to force a call to action.
Examples of a Call to Action in Marketing Communication
Since a call to action is designed to get people to immediately complete something, it is common in online advertising. If you are doing any kind of eCommerce project, you will probably have many examples of a call to action on your website. When your potential customer is already at their computer or browsing with their phone, they are just a few clicks away from a purchase. You will get much higher sales when using this extremely efficient approach, and that’s what good examples of a call to action are designed to do. Below you can find some standard techniques that are proven to work well.
1. Strong verbs and specific nouns
One of the best ways to get someone to take action is by using a strong specific verb in the form of a command and a specific noun. This type of direct language tells the customer exactly what to do. No extra thinking required! People are usually tired to think about this and that, so they will appreciate a clear and direct message. Take a look at these great examples of a call to action:
- Book your next vacation
- Schedule an appointment
- Join our community
- Sign up for discount codes
These examples are obviously more efficient than let’s say the “click here” text. The last one is too common – there is nothing fresh in it. Specific words are more compelling than generic ones. A clear message is the best way to entice a potential customer because they’ll know what to expect on the other side of that link.
The word FREE is very special. Who does not like free stuff? It does not matter how many times a person got disappointed with free stuff; this message will work again and again! In the following great examples of a call to action message, you’ll notice how the offer of something free works to motivate. Whether it’s a free gift with purchase or a free trial, giving something away is a time-tested marketing strategy.
- Sign up for your free trial
- Free shipping when you buy two pairs
- Free gift included with any purchase
- Try FREE for 30 days
Free offers are often accompanied by the next type of a call to action message: the limited time offer. Let’s take a closer look at how you can benefit from a double call to action strategy!
3. Time pressure
The best examples of call to action advertisements are always banking on people’s desire to get the best deal and the fear of missing out on that deal if they don’t act immediately. Limited time offers, timers, and words like NOW and TODAY create a sense of urgency. Combining time pressure with the other call to action phrases often deliver excellent results.
- Order now and receive a free gift (while supplies last)
- Join before the end of the month to enter the drawing
- This offer will not last long
- Book it today, and we’ll upgrade your package for free
Creating a sense of urgency in a call to action advertisement will work well for most products and industries, but may not be suitable for high-end services. Some of the most successful examples of call to action promotion may sound like usual email spam, but this kind of language is becoming normality, and people are getting used to it. Many of your potential customers will be totally ok if approached like this.
4. No obligation
Depending on the product you promote, you may opt in to use a no-obligation message instead of creating that sense of urgency. Good examples of call to action advertisements often assuage any sense of risk or obligation. Think about a text like NO CREDIT CARD REQUIRED or CANCEL ANYTIME. Can it help to overcome people’s hesitance and get them to sign up? Sure, letting people know that this is a low-risk venture will help you to get them as your customers, there is no doubt in that!
Remember that one of the things that advertising must do is overcoming resistance. It’s relatively easy to create a positive impression of a product or service, but your potential customer may just want to avoid taking a risk on something new. So, your potential customer needs that extra layer of security to get on board! Money-back guarantees, free returns, and notices that it’s easy to cancel at any time will very well accompany your advertising campaigns.
Below is an example of call to action phrases widely used as buttons in eCommerce.
5. Visual distinction
Almost as important as the words used in a call to action message is its visual design. You know how essential it is to make your message stand out so that it draws attention to itself and welcomes people to click. Visual distinctiveness is especially important when there’s a lot of text on a web page. Readers often scan through large blocks of text, so making a call to action stand out is vital (otherwise, it can be totally missed). If a call to action is short, then the bold or italic text may be enough to set it apart. The longer text often needs to be set apart in its own paragraph.
When a short call to action phrase is a link that takes your customer to the next step, it’s often more effective as a button. Buttons can be colored to stand out and catch the eye. A good call to action graphic shouldn’t be too busy: keep the focus on the text so that it can do its job effectively.
After you saw some great examples of call to action advertising, it is time to talk about the importance of repetition of your call to action messages. While too much repetition can be annoying and even work against purposes, a little bit of repetition will help get the message through.
Think about buttons at the top and bottom of a web page. Splitting up a page of text with a graphic that includes a call to action, and then including the same call in text form at the end of the page, is a well-proven strategy. Repetition doesn’t always have to be exact. Changing up the wording of a call to action phrase can help disguise the message, although changing it too much can muddy it.
The above-mentioned concepts are all essential for building an effective call to action advertisement or persuasive speech. You’ll find these types of simple and amazing call to action examples in all B2B (business to business) and B2C (business to client) industries, from sales of products and services to non-profits who rely on donations. While different goals require different strategies for your call to action advertising, they usually depend on some variation of the above-mentioned types of persuasive communication.
Whether it’s about a fancy resort vacation or a simple weekly newsletter, a well-crafted call to action will improve conversion rates of your online business. Effective marketing utilizes many tools, and call to action is just one of them. It will not work if the image that your customer sees just after the click can’t support the hype around the product or service. So, make sure that the landing page and the product description are well designed and structured, as well as the whole checkout experience that you offer to your customers.