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Think about the last time you subscribed to a newsletter or clicked beyond the home page on a website.  Chances are it was a call-to-action (CTA) that encouraged you to hit that button.  This is the power of a good CTA – it literally prompts the audience to carry out a specific action.  So, be honest, are you using CTAs effectively in your comms, or is there more you could do to inspire action?

What exactly is a CTA and where would you use them?
A CTA is a short, compelling statement that guides your audience through the customer journey by prompting them to do something.  CTAs can drive a huge variety of actions, depending on your goal, but it’s ultimately all about converting a casual reader into a sales lead.

The classic ‘sign up’ button on a website is a well-known example.  But you don’t just find CTAs on websites – you’ll find them in adverts, email comms, social media posts, blog posts, brochures, even on well-written LinkedIn profiles.  Basically, anywhere you’re communicating with your target audience.

Getting CTAs right
The biggest mistake you can make with CTAs is to not use them!  Here at OCTOPUS, we see so many marketing comms that don’t include a CTA at all, and it’s such a wasted opportunity.

So what makes a good CTA?  Clarity and simplicity.  Clarity on whatever it is you want the reader to do next, and simplicity meaning to make that next step sound super-easy.  The wording itself can be quirky and interesting, or factual and business-like, but it must always be clear and simple.

Another key thing with CTAs is to track which ones are most effective, so you can do more of what works.

Examples of powerful CTAs
Let’s explore some CTA examples – some of which may not even sound like obvious CTAs…

  • Subscribe
  • Try for free
  • Get started
  • Take me there
  • Tell me more
  • View our work
  • Join us
  • Let’s talk
  • Start a new project with us
  • Book a free consultation
  • Shop the new range

These are just a few examples to get you thinking – but really, the sky’s the limit when it comes to writing powerful CTAs.  The main thing is that you include a CTA every time you communicate with your audience.  How else will you get them to take the next step on their buying journey?

Inspire your audience with OCTOPUS (well, we couldn’t finish without including a CTA of our own, could we?!)

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