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What is the call to action?

The call to action (often abbreviated to CTA) is a simple, clear declaration of what you want your reader, viewer, or listener to do. Typically it is key to achieving your objectives.

For example:

• 'Click here to learn more'
• 'Add to cart'
• 'Call now to speak with a customer representative'

Notice that these sound a little “salesy”? That’s because a clear call to action is one of the most important elements of a persuasive sales message.

Some guidance on getting it right

1. Consider each of its three parts:
   
   
   • The actual action you want the reader to take.
   • The words you use to encourage them to take the action.
   • The appearance of the CTA (size, position on the page, movement, typography, colour, contrast).
     
     
2. Make it crystal clear exactly what you want them to do.

   Avoid clever copy. Don't tease.
   
   

3. Place your CTA at the beginning and at the end of the message.

   Don’t make your reader scroll down to read your offer.
   
   

4. Use self-interest to target your CTA to your audience.

   Tell your prospects what's in it for them - and use verbs. For example:

   • 'Learn more about (this product)'
   • 'Buy the camera now. Limited quantities available'
   • 'Look at the floor-plan of this flat'
   • 'Compare our prices with those in the High Street'
   • 'Join our mailing list to take advantage of our weekly offers'

   More descriptive CTAs tend to trump simple CTAs in the number of click-throughs they generate.
   
   

5. Give your CTA impact.

   If it doesn't grab the audience's attention then you are doing something wrong.

   Think big, think bright, think movement. Orange and red are eye-catching colours to use on the CTA button.  
   
   

6. Be sure to make all graphic images clickable as well.

   The primary purpose of your email is to make the reader take action. The more opportunities they have to do that, the more likely it is that you will achieve your objective.
   
   

7. Consider giving the reader alternative options, if the primary message doesn't interest them.

   Include relevant telephone number, text and postal address contact details.
   
   

8. Test the impact of your CTA.

   Always do this for real, in the actual environment of the CTA.

   Test against your Control, then evaluate. Then test again.