A Plan of Action for your Call-to-Action: How to Write a Cracking CTA

If a call-to-action (CTA) doesn’t get any action, can you still call it a call-to-action? Does it become a call to apathy?

No one goes out and says, “I want to write a CTA that doesn’t convert.” So, where does it go wrong?

Well, for starters — it’s hard. A CTA is a short piece of content, but writing a compelling CTA is more complicated than writing a 2000-word blog article.

You have to get a lot of information and emotion into that short piece of content. But if you nail your CTA, you can make a sale, build a customer base, generate leads, and more.

How do you write a cracking CTA?

You need to be focused, and intentional — and you have to plan the critical elements before you commit pen to paper.

Because there’s more to it than using strong action words, making the button stand out, and creating a sense of urgency. A lot more.

Let’s talk about the “more.” We’ll start with four parts of your plan before we talk specifics about writing your compelling CTA. And we’ll send you off with possibly the most critical piece of the process.

But first, about that plan.

Building your Call-to-Action like ADA Jack McCoy

(dun-dun)

Think of yourself as the prosecutor in a trial. You need to put together means, motive and opportunity. You have to build your case to put away the perp for good.

Build your CTA like you’re building a case for the prosecution. Present your argument why your prospect should click on your button.

Your CTA is made up of the headline, sub-headline, body copy, design and images. Those elements have to line up to get your message across and get your prospect to convert. But before you start writing, you need to answer the reader’s first question: Why should I click on this button?

To do that, you have to include these elements in your content:

The Problem

What problem does your customer experience? Do they have pain in their feet? Are they struggling to find a job? Do they suffer from fear of public speaking?

Integrate your customer’s problem into your CTA. You can put it into your headline, or if you prefer to use a benefit-centric headline, write it in the first part of your body copy.

Try to write a scene with the reader experiencing the problem and why it sucks. Then you can move on to the next part.

The Solution to their Problem (Your Offer)

Once you set up your customer’s problem, you can offer your solution. Try to paint a picture of what their life looks like when they use your product or service.

Write an image of their pain relief. Show them running with their kids, happily driving to work, or crushing a presentation for a client.

Add Social Proof

Social proof breaks down barriers and adds to your argument for the reader’s action. These can come in the form of testimonials, number of shares, number of subscribers, and more. Your goal is to leverage your reader’s urge to belong by drawing their attention to the people who have succeeded thanks to you.

Address objections

Finally, think about what objections your customer may have about taking action. Why wouldn’t they want the offer? Is it expensive? Do they lack time to implement your solution?

Mitigate the risks and break down the barriers for your customer, and they’ll have no choice but to give your CTA a click.

Once you assemble these elements, then you can begin writing your content.

Writing and Putting Your Plan into Action

Now that you have your map drawn out with the problem and solution, it’s time to use it to write your CTA. Here are the keys to writing your CTA:

Use persuasive words — Because gives people a reason. You references the reader. Everybody loves free stuff. Anything new catches the reader’s attention. Integrate these persuasive words, and they’ll entice your reader to give you a click.

Use command verbs — Write an imperative sentence that gives your reader direction. Give them a command on what they need to do next: shop, click, read, join, download.

Be direct — Your CTA is not the place to be ambiguous. Express what you offer, and use straightforward language to tell the reader what they need to do next.

Create a sense of urgency — If you can add an element of time, do it. But be genuine and don’t create a sense of false urgency.

You planned, and the CTA’s written. Now’s the time for a pat on the back, right? Not yet.

Well, sure, go ahead. Give yourself a high five if you want to. You’ve done a lot of work. But that’s not the end of it. Once your CTA’s published, you need to track its performance.

This short piece of content can make a sale, build a customer base, and generate leads. Be critical and ask the tough questions.

Watch the click rates. Experiment with your copy. Adjust the headline, body copy, and CTA button. Test the images while you’re at it. Change the variables and see what combinations perform best.

And once your CTA is humming, then you can sit down and have a celebratory drink. Relax for a bit. Because you’ll be at it again soon.

Get the support you need to build your next CTA; email me at hello@jerichobundac.ca. Cheers!