Have you ever struggled to nail down your call to action (CTA)? (You know, the part where you get your prospect to do something?)
If so, hopefully this Tactical Tuesday piece helps 🙂
In short, a successful CTA is one that properly considers context. The context of the reader’s journey and the context of the page, section, or email it sits within.
Does your reader know enough, when called to action, to act with confidence?
Have you done what you need to convince them taking action is the best thing they can do for themselves at this moment?
It needs to: • Use the right motivator or message to trigger action • Line up with the reader’s current level of awareness of your product or service • Logically follow the section or paragraph immediately before it • Logically flow into the button copy it leads to
Extra credit time!
If your page has separate sections to target top pains, desires, or customers, then you can include a separate CTA for each section.
Customize each CTA (and button), to cater to the specific needs and wants of the person who finds that particular section to be the most important to them.
How can this look?
Imagine you’re selling soap, and ingredients, scent, and price are your prospects’ top issues. One section could end in “Get my vegan soap,” another in “Get my scent-free soap,” and yet another in “Get 6 bars for the price of 5.”
All business today,
James
P.S. This piece is a modified excerpt from a longer piece I wrote back when I thought long pieces were what I “should” write, lol 🙂
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