Strong CTA Tips

By Joanne Shaw, Account Executive

It’s easy to get lost in the glitz and glam of flashy advertisements; colors, images, and fonts all play a role in your marketing efforts, but if your message does not contain a strong request for action your ad will lose its effectiveness.

Before you begin writing any copy, ask yourself, “What do I want my customer/prospect to do, what action do I want them to take?” This answer can be boiled down to the simplest verb possible; join, rejoin, renew, register, etc. This is your Call to Action (CTA). The CTA is crucial in any marketing campaign. It can significantly influence the customer/prospect’s final decision. Therefore, your CTA must always be clear, concise, and prominently displayed.

Your CTA should match what you want your customer/prospect to do as the next step of their consumer journey. For example, if your campaign’s goal is to get members to register for your conference, the CTA should lead them to clear instructions on how to complete the registration. You want to avoid any confusion or questions that could arise when a customer/prospect sees your ads and takes the requested next step.

FOLLOW THESE TOP 5 Best Practices for STRONG CTAs:

Be Clear and Specific: Keep your CTA concise, preferably 3 words or less. Ensure your CTA clearly communicates how the prospect will benefit.
Use Action-Oriented Language: Start with a strong verb that encourages immediate action. For example, “Download Now,” “Get Started,” or “Join Today.” Maintain the same CTA throughout your campaign.
Create Urgency: Phrases like “Limited Time Offer,” “Act Now,” or “Don’t Miss Out” can prompt quicker responses.
Position Strategically: Place your CTA where it’s easily visible, such as above the fold or at the end of a compelling piece of content and place the CTA on a button or callout.
Use Contrasting Colors: Make your CTA button stand out by using a color that contrasts with the rest of your design and hyperlink it when possible.

While the question we asked earlier, “What do I want a consumer to do?”, is important for identifying your Call to Action, it is also essential for the entire campaign. Ask yourself this question often when working through your marketing campaign to ensure the CTA remains top of mind at each step. From copywriting, to art development, to deployment, our CTAs should be front and center.

Test Your Knowledge!

Check out the ads below. Can you spot the CTA?