I have spoken often in past blogs about the importance of calls to action. Simply put, people are only going to interact with your brand to the extent to which they are told to do so. If you want them to take any kind of action – click through, give their email address, make a purchase, schedule a consultation, etc. – you have to tell them what you want them to do and give them a reason to do it.
With that in mind, I want to have a look at a few different approaches to calls to action that best speak to your audience and target the best reasons why they would follow through. Different approaches appeal to different audiences, so it could take a little trial and error or A/B testing on your part to determine which of these strategies will work best for you. As you read, ask yourself which of the following five tactics would be most likely to reach the largest segment of your audience.
#1: The “Added Value” Approach
Calls to action can be very effective when they offer an instant value to your site visitors. This is particularly true when used in squeeze pages. A digital asset or coupon code is a powerful tool for capturing email addresses. Coupon codes have the dual benefit of capturing an email address as well as closing a sale. When your call to action promises something of perceived value in exchange for that email, you will be amazed at how many people will gladly give it.
Here are a few examples of a basic “Added Value” call to action.
Example A – Enter your email address and we’ll send you a coupon code good for 20% off any order you place today.
Example B – Open a new account today and we’ll start you off with $100 when you deposit $10 or more.
Example C – Add this item to your cart to see your exclusive preferred member discount.
#2: The Objection Obliterator
What are some common objections associated with the product or service you offer? How do you overcome those objections? The best way is to simply know what they are and address them in your call to action. It blows the objection out of the water before the reader has a chance to think it up. Objection Obliterators look like this:
Example A – Click here for more information – there is no obligation to buy.
Example B – Tap to create your free account – no credit card necessary!
Example C – Start your 100% free trial – there are no hidden costs or fees!
#3: The Curiosity Game
People love being informed. The thing about calls to action is that, for some, the simple promise of more information is enough to capture a click-through. The trick is getting their attention and piquing their interest before they get around to reading your CTA.
This approach works well with content like long-form or video sales letters (LFLs and VSLs) because you’ve already spent ample time hinting at the solutions to some common problems. If you haven’t let the cat out of the bag already, this is the perfect opportunity to use the reader’s curiosity to your advantage.
Example A – Sign up for our email list and learn 3 money-making secrets top internet marketers don’t want you to know!
Example B – Click here to learn how I lost 75 pounds in 30 days!
Example C – Frustrated with trying to find the right mortgage? Sign up for our newsletter and get our free report on finding the perfect lender in your inbox today.
#4: The Urgency Angle
Scarcity and urgency are great tools to add that little bit of “oomph!” to your calls to action. They communicate the need to not only act, but act right now. This is one of the most powerful selling tools out there, and it can be used to elicit any number of actions. Tools like countdown timers can drastically increase click-throughs and conversions when used in conjunction with a call to action like one of these:
Example A – This offer is good TODAY ONLY. Click here to get your exclusive new member discount.
Example B – Don’t miss out! Our half-price webinar blitz ends in 30 minutes! Click here to order NOW!
Example C – Offer good while supplies last – Click to get your free Wonder Widget now.
#5: The “Something Extra” Method
Probably the most effective method on our list, the “Something Extra” approach appeals to people who like getting something for nothing (and that’s just about everybody), but it takes the concept a step further. Adding words and phrases like “exclusive” and “just for you” to your call to action create the illusion of preferential treatment. It makes the reader feel as though he or she is being given access to something that only a rare few ever enjoy. Here’s how you can kick up your added value approach and really seal the deal:
Example A – Enter your email to gain access to exclusive savings and offers handpicked just for you!
Example B – Click here for your exclusive coupon code.
Example C – Sign up to receive a 20% off coupon in your email along with exclusive savings on the products you love most.
With so many ways to effectively use a call to action, it just makes sense that they be included as part of your content strategy. If you aren’t sure where to begin or if you need help figuring out what kind of approach will work best with your audience, I highly recommend consulting with a copywriting company or freelancer with a proven track record of writing high-converting sales and marketing copy. Master using calls to action, and you will be well-positioned for success, no matter what your product or service may be.