3 Things Every Good Call to Action Has
The call to action is the most important part of any marketing piece. If you don’t inspire readers to take some sort of action (e.g. order now, call today, fill out this form, etc.), you’re not going to see any measurable results from your marketing.
Of course, just having a call to action doesn’t necessarily mean you’re going to start converting readers at an astronomical rate. Your call to action actually has to be good.
Here are 3 things every good call to action has.
- Short and clear—Clarity is the key to writing an effective call to action. If people can’t understand exactly what it is that you want them to do, they’re not going to do it. It’s as simple as that. And clarity also goes hand in hand with being concise. Don’t ramble on and on in your call to action. You’ll only confuse readers and cause them to lose interest. If you want someone to sign up now for a free consultation, tell them to do just that. No need to add any extra words. Short and simple.
- Stands out from everything else—The call to action should always be the center of attention. The reader’s eyes should be drawn to it. It should be the focal point of your marketing piece. That’s why the best websites have bright, visually appealing call to action graphics placed clearly above the fold on the page, so that there is no way the visitor can overlook it. Make it big. Make it clear. Position it properly. If you do these things properly, the rest should take care of itself.
- Uses active, urgent language—Your call to action needs to inspire the customer to take action now…not a few days from now, or whenever they find time to get around to it. The best call to action will create a sense of urgency. It will make the reader feel like if he doesn’t take action now, he’s missing out on something important that will make his life better. Using words and phrases like today, now, and for a short time only can help to wake customers up and inspire them to take action.
What are some other characteristics of an effective call to action?