Having thousands Facebook Likes or Instagram followers is great, but it doesn’t mean anything if those followers never take any action. Whether it’s a tweet, blog title or text in your ad, every word you share in an update needs to inspire people to do something beyond just reading it. Words are very powerful and for social media to be a successful addition to your marketing strategy you must learn how to right copy that converts!
What Does a Call to Action Mean?
A call-to-action (CTA) is an image or text that prompts your visitors, leads, and customers to take action. It might be signing up for your email list, buying a product, investing in a service, or following you on social media.
- Almost 90 percent of website visitors read headlines and CTA copy. Many of them don’t read anything else.
- Full-screen CTAs, such as exit popups you create through Hello Bar, perform better than any other position for CTAs (up to 25 percent conversion rate).
- Color can make a huge difference in whether or not people click on CTAs.
- More than 90% of visitors who read your headline also read your CTA copy. (Unbounce)
- Emails with a single call-to-action increased clicks 371% and sales 1617%. (WordStream)
- Adding CTAs to your Facebook page can increase click-through rate by 285%. (AdRoll)
- By forcing visitors to watch an informational video on their services before presenting a CTA, Kimberly Snyder increased conversions by 144%. (QuickSprout)
- For KISSmetrics, a CTA within a video gets 380% more clicks than their normal sidebar CTAs. (QuickSprout)
CTA Phrases to Persuade
If your intent is to persuade people to choose your product/service, here are several phrases to try incorporating into your call to action:
- “Try it free now” or “Start your free trial now” Everyone loves a freebie. This CTA is good because instead of straight up asking a prospect to hand over money for your product/service, you’re offering a free ‘test drive.’
- “Join now and get…” Here you’re simply asking your audience to reply to your message to get something of value in return. It could be an e-book, a free sample, or a template, just make sure it’s relevant to your audience.
- “Start now to get…” or “Your Journey to X Starts here” or “Start now” infers to your prospect that they are about to begin an exciting process — with the rest of the CTA telling the user how he or she will benefit.
- “Talk to an expert now” This is a great CTA to use for an online chat opportunity or when you want the prospect to call. Telling your prospect that you are a team of experts, will automatically make them feel safer in your hands.
- “Learn more about us at…” Prospects at the top of the sales funnel are collecting information, learning about brands and your industry without knowing exactly what they want yet. Using a CTA that invites people to learn more about your business can be extremely effective at building brand awareness. When prospects decide they’re ready to buy, they’ll have your business name at the top of their mind.
- “Please don’t hesitate to call us” Let your customers know you don’t mind talking to them over the phone. These types of CTA’s belong on every page of your site.
- “Order now and receive a free gift” If you can tempt prospects with a free gift, they’re more likely to buy the original product. The free gift on offer doesn’t have to be physical, it could be a discount off a future purchase or a downloadable template for example.
- “Get yours now” A personable CTA subtly telling the consumer that you want him or her to have something valuable — something other people might want.
- “Request your FREE quote today” Giving a free quote costs nothing but time to you, but once you have the prospect communicating with you it may just turn to a sale!
- “Click here to get free shipping” Use this popular CTA to overcome one of the chief barriers to buying products online – shipping costs!
- “Money-Back Guarantee offer here” When you offer a money-back guarantee, consumers feel more confident trying out your product or service.
- Activate X Today! Using a CTA like this one puts the prospect in the driver’s seat and motivates them to act. These call to actions work well if you’re offering a discount on products or a free demo of your service.
CTA Phrases to Create a Sense of Urgency
Creating a sense of urgency encourages customers to act now instead of holding off making the purchase. Here are some effective call to action phrases that you should consider using as the sooner you can get people to take action, the better!
- “Download here immediately.” Or “Download here right now” Strong adjectives promote urgency and encourage click-throughs.
- “Act quickly or you might lose it” Loss-aversion is a common psychological principle that is proven to work! Get the point across that if they don’t act now, they might lose something valuable.
- “Reserve your spot now” Same principle as above! Tell your prospects that if they don’t sign up and reserve their spots, they run the risk of leaving it too late.
- “Order now while there’s still time!” Urgency is often a key element in effective call-to-action phrases. Subtly pressure consumers into acting now rather than waiting until the opportunity passes them by.
- “In a hurry? Call…” Call-to-action phrases like this one let the consumer know that you’re willing to respond to their needs right away. A perfect CTA to use if you offer out-of-hours or emergency services.
- “It’s very important that you respond promptly” With this CTA you’re telling the prospect that if they don’t respond right away then they might lose out on something good.
- “Offer expires very soon” A powerful, snappy CTA that clearly states there’s an offer on the table, but if you don’t snap it up, you’ll miss out.
- “For a short time only” This CTA is popular during sales or clearances. It’s clearly stating that here is a chance to buy a limited-edition product, take advantage of a big discount, or get some other benefit. But only if you act now.
- “Limited availability” a great CTA as it creates urgency and infers your product is highly popular. A win-win for you as it serves as a form of social proof as well as an incentive to act quickly.
- “Expires at midnight tonight” It gives a definitely end point to the sale, so your prospects know they have to act quickly as the clock is ticking.
CTA Phrases to Imply Exclusivity
A very effective way to make people act is to imply exclusivity with whatever you’re offering. Try these phrases out to get people taking action and jumping at the chance to be a part of your product or service to not get left out of the group.
- “I invite you to…” Everyone needs to feel wanted and special —foster that sense of belonging by giving the impression that you’re personally inviting your prospect to do what you want.
- “Join X Other [Category] as Subscribers to My Email List” A great CTA for social proof. This CTA comes in many forms for example “Become one of the X people who subscribe to my emails.” Or “Join the club! Over X request my emails. You could, too!”
- “Request an invitation”
- “Members Only”
- “Only available to X”
- “Exclusive access”
This is an excerpt from my book ‘The Ultimate Beginner’s Guide to Social Media for Small Businesses: A Comprehensive, Jargon-Free Guide to Social Media Marketing For Those Who Just Don’t ‘Get it’!’ – Available now on Amazon in Kindle or Paperback!