Have you heard this before, “The product actually sells itself” or something like “You don’t have to ask for the sale, the customer will see the benefits and will naturally buy the product?” Let me tell you something, those people were lying to you and have no clue what is going on in your potential customer minds.  Your potential customer is being bombarded with information all the time, through the telephone, social media, websites, email, and snail mail.  There is an endless supply of information available.  If you have been following along on this journey on building community then you have already learned that your messaging needs to speak directly to your potential customers.  You have used the tips and tools that we have discussed to see the world through the eyes and ears of your customers and crafted messages that speak to the problem that your product is solving.  Once you draw the potential customers into your world, what action do you want them to take?  What do you want them to do? What is your call to action (CTA)?

Episode Objectives - The Why

People that show up to your website or receive your emails are looking for the action that you want them to take.  Too many Calls to Action (CTAs) confuse your potential customers. Too CTAs will not generate the revenue that you want to grow your business. You have to be clear in the actions that you want people to take or you may lose your opportunity to build the community that you need to create the business or your dreams.  The objective of this episode is provide you with the guidance that you need to write better CTAs that will help grow your business. 

Key Issues - Owner Perspective:

  • If you don’t ask they will not take action
  • You need to be clear on the actions that you want people to take
  • People scan first then read your marketing materials

What You Need to Know - The What

1. What is a call to action (CTA)?

A statement that directs your target customer to do something. 

“Buy Now”

“Download Now!”

2. The 2 Types of CTAs

  • Indirect and Direct

3. The most common form of CTAs:

  • Web page buttons
  • Opt-in Campaigns (pop-ups, quizzes, etc)
  • Linked Anchor text in blogs, social media posts, and online documents
  • Email buttons
  • Written Text is hard copy forms/documents

What You Need to Do - The How

1. Before you start, make sure that your CTAs fit in nicely with your customer journey. 

Your CTAs are part of your overall customer journey. You want each CTA to move your prospect into a happy paying repeat customer.

2. Start Your CTA with a Strong Action Verb

You want to get straight to the point.  Why should I take action and what action should I take? The CTA has to be able to answer these questions almost immediately.

“Shop”   “Order”   “Buy”

3. Use words that have an emotional pull

Use words that elicit a strong emotional response and create enthusiasm for your product.  You want to excite you customer with the action they are about to take. You can use punctuation marks for added excited.  The entire CTA should elicit this response and this pairs well with showing the prospect what is in it for them.

Shop now and save 40%!

4. Remind them of why they should take action

What is in it for them?  This is the question that you CTA has to answer.  Your CTA should be tied to your value proposition.  This will give your audience an incentive to take action. 

  • Save time
  • Save money
  • Create freedom
  • Stress less
  • Lose weight
  • Get financially fit
  • Gain control of your life
  • Gain control of your business

5. Make Your CTA Stand Out

It should be obvious by glancing at your materials where your CTA is. This may be a button on the website or a box on the document that is a different color and really draws the attention of the potential customer. 

6. Test, Refine and Test again

Once you have settled on your CTA start putting it to the test. Review the results and make changes as needed and then test it again.  Keep working until you find the CTA that will deliver the desired results.

Previous: Experience is the Best Teacher -  Harnessing the power of your customer stories

Next: Building Your Brand is just the start – How will people find you?

Links and Resources

1. Webinars: Upcoming Webinar

2. Webinar Recordings

3. IBGR – Profit Radio - DOWNLOAD the IBGR Growth App

4. Subscribe to the podcast:

James W Bryant - Helping you Succeed in Business and in Life

Over the past 20 years I have helped managers and key executives solve the work-life balance dilemma. I empower those who refuse to accept that you must choose between a successful business or a successful life. Working together we will increase your productivity helping you to solve the work-life balance dilemma, allowing you to focus on growing your business. Pursue the life of your dreams without sacrificing the business that you want.


Business Made Simple: