The Science Behind Your Calls to Action

October 8th, 2012 | Call to Action, copywriting tips

We all know that our marketing content has to be interesting, compelling and focused on the needs of our marketplace.

But that’s only part of it.

If your content doesn’t contain powerful and commanding calls to action, it’s essentially dead in the water.

A call to action is a critical part of your marketing. It signifies the next step you want the reader to take along the relationship-building road.

But contrary to popular belief, a call to action (CTA) isn’t simply ‘Buy Now’; the type of call to action you use will depend on what you’re trying to achieve.

The different types of calls to action

There are 3 main types of call to action:

1. Getting a sale

This is the simplest form and is the archetypal ‘Buy Now’.

Once your prospect has read your website, brochure, newsletter etc., it is designed to get them to take the next step in your business relationship: to buy from you.

Frequently, this call to action will be a button, which should standout and be obvious.

2. Building your list

If your customer isn’t in a buying position just yet, you can still use a call to action.

In this case it’s more likely to be a request for them to download an eBook, white paper or sign up for your newsletter. Capturing their email address in this way will enable you to start building a strong relationship with them.

3. Displaying your expertise

In the very early days, potential customers want to be reassured that you’re an expert in what you do so they can trust you.

That’s where the third type of CTA comes into play.

When writing blogs and articles make sure you add in hyperlinks to take your readers to other related content that they might find useful. This cross-referencing will enhance their experience and display your depth of knowledge.

The result? They’ll get the information they need and you’ll show off your expert credentials.

So as you can see, calls to action are a major part of your marketing writing and can take on various forms.

Any writing where you don’t include a form of CTA is wasted writing.