How to write a call to action

Everyone can write. Maybe so, but can everyone write a call to action that actually works and drives action? And what are the things to consider? How to write a call to action came back to the top of my mind when I was reminded about the higher performance of first-person call to action.

Let’s dive into how to write a call to action that works and is personal to the buyer.

What is the purpose of a call to action?

First of all, the purpose of a call to action is to get people to do something. And the way we accomplish that is by making it about them. It’s not about us – the writer, the marketing manager, or the company. After all, it must be super relevant to the person we want to connect with, sell a product to, or buy our services.

Read next: How an editor can help you improve conversions

Best call to action words

Active language works:

• Learn
• Download
• Show me
• Grow…

Something that is way beyond saying: “Click here to talk,” or even vaguer, “Reach out.”

Words that push immediacy also work. Examples include:

• Last chance
• Final moment to grab knowledge
• Expiring offer

All kinds of proven reasons need to be considered when trying to create that close-to-perfect CTA. Nancy Harhut discussed some of these topics in “The Business Storytelling Show” and outlined them in her book “Using Behavioral Science in Marketing.”

But then it’s also about how we use those words. Make it about the buyer, the reader – not about you! Stand out by using phrases that remind them what the call to action is all about. Many people skim and jump around on landing pages, to ensure the call to action can also make sense on its own – to a degree. There’s only so much space, after all.

Going with the first-person CTA example. Here’s the difference:

Common phrasing:

Read this to learn more

Better:

I’m ready for the facts!

OR

Show me how.

You can certainly brainstorm, draft and also get ideas from AI CTA generators, including this one:

“Learn content strategy now” is so-so. “Register for the webinar today” isn’t the best option, but “today” adds immediacy. “Become a content strategy expert” is the best, in my opinion, and definitely I can evolve that to:

• Teach me
• Make me an expert

Or something similar.

Read next: How Triggers Make Ideas Stick

Call to action phrases

With that in mind, here are some CTA phrases for some common marketing scenarios to try:

Webinars

• Reserve my spot now!
• Count me in for the webinar!
• Sign me up for the exclusive webinar
• I don’t want to miss out – save my webinar seat!
• Save my seat

White Paper Download

• Send me the white paper now!
• Let me read it now.
• Send my copy.

Demo Sign-up

• Book my demo
• Schedule my demo
• Show me how it works

Of course, testing is why marketers know what works and what doesn’t. And the same goes here. See what works and what could be improved, and things can change along the way.

But the concept of making it about the customer and not the company isn’t new. And that doesn’t only apply to narrative corporate storylling, but in all of our copy. That certainly can and should include our calls to action, which, after all, are important conversion points.