Call to actions are a very important element of just about any advertisement, political campaign, and donation solicitation today. Still, many people do not understand what they are and how they work.

By the end of this article, you will have a sound understanding of the meaning, the functions, and the appropriate use of call to actions. We will also cover several common examples for review.

What Is a Call to Action and Who Uses Them

a call to action bar on a website

Call to Action Definition

According to the Cambridge dictionary, a call to action is a noun that means “Something such as a speech, piece of writing, or act that encourages people to take action about a problem.” In marketing, this is often abbreviated as a CTA.

Who Uses Them?

Call to actions are basically used by all advertising agencies, public relations firms, and more. Usually, a message is sent with the intent to inspire an action. Therefore, advertisers use call to actions to encourage readers who view the content to complete a certain action.

Moreover, marketing specialists incorporate them in written advertising, sales pitches, and more. Most frequently they are used for political causes, to solicit donations, and to encourage an audience to buy a given product or service. Their presence is not limited to just large companies. They can also appear in small businesses’ commercials. Also, you benefit from a call to action’s advantages in your personal activity.

How Are Call to Actions Implemented?

a green road sign with do it now words

Call to actions are often implemented at the end of articles and sales pitches. This is done to allow users to read the relevant content related to the given product or service. After educating them, advertisers incorporate them at the end of the article to further drive the audience to take the desired action.

However, not all of them are used at the end of content. Many sales pitches use them in the beginning with phrases like “Start your free trial.” Unfortunately, placing these phrases in the beginning generally has less impact since the audience has less information about the product or service.

How to Easily Identify Them

Now that you understand what they are, we can focus on how to easily identify them in writing, television commercials, and more. The first step is to remember that their goal is to inspire an audience to perform a given action.

With this in mind, look for phrases that encourage you to perform an action. This could come in the form of purchasing a product, initiating a trial, making a donation, and more. Once you have found the relevant phrase, then you have identified the articles call to action statement.

How to Use a Call to Action Effectively

Develop Rich Content

The most important thing to consider when using them is the creation of rich content. You want to create material that is fun for your audience. It should naturally inspire them to want to learn more about the given product or cause.

Try to incorporate imagery, descriptive language, and answer any relevant questions. By doing this, you increase the likelihood that your audience will want to learn more about your product and can further reinforce this need with a well-placed call to action at the end of the material.

The Importance of Placement

As mentioned earlier, try to avoid using them at the beginning of an ad or article. Placing one before relevant content that is engaging can make the ad seem overly sales oriented and frequently comes across as a gimmick.

For best results, try to incorporate them no more than halfway into an article or ad. The best place to add them is towards the end to reinforce the desired action of the target audience.

Avoid Superlative Language

A little superlative language use goes a very long way when creating advertising material. Superlative language is meant to make a product or service seem like the best of something. Frequently, it adds “est” to the end of a descriptive word to denote its superiority.

Some common examples include:

  • Highest.
  • Biggest.
  • Finest.
  • Coldest.
  • Longest.
  • Thinnest.
  • Toughest.

Instead of using terms like this, consider options like “space saving design” or “durable case construction.” If you do opt for a superlative adjective, try to limit their use to no more than one or two words in an article. This way the piece will seem less sales-oriented while still effectively conveying your message.

Call to Action Examples

a contact us label

Call to actions can take many different forms. The key to constructing a quality one is to motivate the audience to perform a given action. Below are some common examples for your reference.

  • Download our catalog and take advantage of the fall savings.
  • Buy now to take advantage of our steep discount.
  • For more instructional videos, subscribe to my feed below.
  • To start your free trial, contact us today.
  • If you want to improve your computer’s performance, then contact us today.
  • If you care about the environment, then vote against this proposed amendment.
  • To take advantage of our spring discount, complete your purchase by Friday.

Now that you have read our article, you should have a thorough understanding of call to actions, what they are, and how to effectively use them. Now that you have a thorough understanding of their functions, you should try using them in your own works.

Once you have tried using them, tell us about your experience below. For those of you who already have experience using them, please feel free to share any relevant tips or experiences you may have.

Image sources: 1, 2, 3, 4

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