If you haven’t yet, you’ll probably see “CTA” all over creative briefs and project outlines. CTA stands for “call to action” and refers to the copy you use to tell the reader what you want them to do next.
You need to give your audience a next step to take. (We’re writing the copy for a reason, right? We want the reader to buy the hand towel, sign up for the course or watch the video–depending on the project, of course.) The call to action tells the reader what step to take next and how.
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A Sneak Peek at the Episode
[1:15] A call to action is the next step you want the user to do in the user journey. It is often referred to as the “CTA”.
[2:40] The majority of copy will have a call to action, especially in direct response copywriting. In your career as a copywriter, 95% to 100% of your work will be direct response copywriting, where you persuade the audience to do something, to take an action.
[4:30] An effective call to action makes it clear what is coming next, what the next steps are.
[6:30] This is not the area to add personality, you want the CTA to be very simple and direct. To hook the consumer in it needs to be clear and concise.
[9:50] If your copy causes the reader to hesitate because it’s unclear, the chances of them continuing and clicking the button or signing up or purchasing the item greatly decreases.
[11:35] Make sure to ask the client what is coming before and after the piece you are working on, so you understand where it lives in the user journey.
[15:15] If your CTA is in print or audio be sure that whatever you are asking them to type in their browser is very simple, easy to spell, and easy to remember. That step shouldn’t feel like work to the user.
[16:45] Calls to action are crucial. There is no point to copywriting if you don’t tell the user the next step. You have to be clear and help the user understand what is going to happen next if they take that call to action.
“Every interaction that a company or organization has with a reader or a follower or a user, they have something that they want to take [that customer] to next in the customer or user journey. And that’s what the call to action is all about. It’s taking them to that next place.” – Nicki
“If it’s not clear what’s going to happen next, it’s not an effective call to action.” – Nicki
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Ep. 120: Most Common Copywriter Backgrounds
Last Updated on September 10, 2023