Putting out content to entertain or educate readers can be a great way to increase brand awareness and build a relationship with your audience. Still, you’re in business because you want to sell products and services, not just write well-written content.
How can you use your content to encourage a reader to take action? The most straightforward answer is to use a call to action (CTA).
What Is a CTA in Marketing?
A CTA in digital marketing tells the reader precisely what you want them to do when they reach the end of a piece of content. It’s a sales tool that harnesses the power of language to compel potential customers to make a move — sign up for your newsletter, schedule a demo or consultation, or buy a product or service.
How to Write a Call to Action That Gets Results
How do you write a CTA in digital marketing that actually gets a reader to take action instead of clicking away from the page? Here are four ways to get the job done.
Start With a Strong Command
Don’t be vague about your instructions. Start your CTA with a verb that describes exactly what you want your reader to do. “Call,” “Buy,” “Download,” and “Subscribe” are actionable words that clarify a reader’s next step. They are direct and informative — two essential characteristics of persuasive copy.
“Our new product is available for purchase” just doesn’t pack the same punch.
Use Emotional Language
Ninety-five percent of all purchasing decisions are subconscious and emotional, so using emotive language to move people to action makes sense. Inspire confidence with words like “data-backed, “proven,” and “trusted.” Consider using words like “community,” “journey,” and “family” to foster a sense of loyalty with potential customers.
Tell Them What’s in It for Them
Your prospects are more likely to take action if you show them what they’ll get out of it. It pays to end your CTA with a strong statement of benefit for the customer. Tell the reader what insights they will discover in your white paper or how your product or service will impact their life or business.
Create a Sense of Urgency
Remember that most purchasing decisions are emotional, so use your CTA to push your reader to take action immediately. Use words like “now,” “today,” and “before it’s too late” to inspire a sense of FOMO (fear of missing out) and encourage your reader to start reaping the benefits of your product, service, or digital download as soon as possible.
CTAs: A Powerful Driver for More Sales
Perfecting your marketing CTA will take a bit of effort, but once you get the hang of it, it becomes an easy tool you can use to get prospects off the page and into your sales funnel.
Ten Peaks Media can help you create a content marketing strategy that compels and converts customers at every stage of the buyer’s journey. Book a call today to get started on the path toward increased sales and consistent results.
