Before you make a sale or actualize an objective, you have to grab your audience's attention and compel them to take action—that is the purpose of call to action statements (CTAs). However, this is rarely met by most CTAs, mostly because some of the statements are weak from the word go. It is a competitive world, and to stand out, you need the best.
Have you ever wondered why you rarely realize your sales targets? It might not be because your products and/or services are of less quality than others, but because your message is not convincing enough and doesn’t grab the buyers’ attention. The following tips will help you create persuasive call to action statements and increase your chances of realizing higher returns on investment.
Be Specific: You really don’t want to waste time beating around the bush; just get straight to the point. Make the buyer know why your offer is the best from a crowded marketplace. Listing your product features alone will not convince anyone to write you that check.
Stand Out: It is a packed market, and you have to grab attention. Consider yourself and the services you render as a brand and come up with a proposition that will project you as different from everyone else. Do you offer something extra on top of the product or service? Figure out something that will differentiate you from the rest.
Demand: This is rather obvious -- you need an action. What do you want the client to do? Demands are not characterized by weak words. Show some confidence that you know what you are asking. A statement like, "Buy product X today and transform your life"is much better than "Try my services today, you will not regret it." If you cannot convince yourself, you will not convince someone else to make a purchase.
Evoke Some Emotion: Emotional appeal sells. If you can't excite your prospects, then you should consider your CTA doomed before you are even done typing it. Trigger some emotion, make the prospect smile, create some desire and make them want to look at your products or services. It's simple -- carefully choose your words and create some value that only you can offer. Emotional connection is the key to action.
Be Urgent but Easy: There is no time to waste. Ever wondered why some online promotions claim to be expiring within the next 24 hours, but if you check back after a week, you will still find the same offer with its “24-hour expiry?” If you are a freelancer, for example, a statement like "Hire me now and have your work done in just 24 hours"can evoke urgency.
Keep it Short: How do you incorporate all of the above in one short phrase? No one said it is going to be easy, but you have to be creative enough because it takes wit, customer understanding, and some trial and error.
Finally, don’t duplicate call to action statements because it's not a one-size-fits-all thing. Always customize to suit the product and keep it as short as possible.