The call to action is probably one of the most crucial components of any piece of content. The first thing you must do is determine what is your most desired outcome that you wish for your customers/prospects to carry out.
Different components of your business would usually require a different sort of desired outcome.
- Blog – Comments
- Facebook page – Likes
- Landing page – opt ins
- Emails – Click throughs
- Sales pages – Purchases
These are the common types of results you would typically want.
So once you have determined that, your call to action must be worded or shaped to facilitate that kind of action.
For a blog setting, a good call to action would be –
“If you liked this post of have any ideas of your own, please comment down below!”
As silly as it may sound to literally tell a reader what to do, split test studies have shown this to be really effective. So the best way to achieve results fast is to model what others have been doing which works and eliminate things that don’t work
To give another example, if you wish for prospects to make a purchase, you might ask them to
“Snap up your copy before it runs out!”
Note that I’ve added a simple scarcity factor (one of the extra marketing nuggets often used) by claiming that it will run out if you don’t act now.
Adding scarcity factors or time sensitivity to your call to actions often result in high conversions, so don’t forget to include it in whatever you do! Finally, you must bear in mind that the success rate of the call to action is not solely the result of the words of use in the calling, but how you put together different components of your sales copy such as ESPs, handling objections and showing the benefits.