A creative call to action (CTA) has only a few seconds to stand out, convey trust, and initiate engagement. People see at least tens of generic CTAs daily. CTAs are one of the most important elements of a successful Inbound Marketing Campaign, To differentiate your business in the mass blah, you are bound to be creative. But how can we be creative? In this piece, we want to explore what the ingredients of a creative call to action are and to inspire you to make an all customized one fit for your needs. We have also included some ground rules to keep you out of trouble and make sure you come up with an effective as well as a creative call to action.
Design Your Creative Call to Action Today
generate engagement by presenting your values using these 11 simple tips.
Let’s Do It!
Is this a good CTA? Would you click on that button?
A strong CTA succeeds in making the audience feel special. The opposite, similar to scattering generic flyers in bulk, would generate no engagement and most likely end up ignored.
In this day and age, marketers need to be sharpshooters. A targeted CTA means the audience has been chosen, and to let them know this makes them feel unique and valued. The reason behind this choice should be communicated with the audience.
Furthermore, It is nice to add a touch of exclusivity to the CTA as well. A creative call to action could include an exclusive coupon code or a much subtle wording that makes the audience feel unique.
Tailoring your message to the target audience could produce a creative call to action. The customization could be as simple as including the name of the receiver in the copywriting or utilizing elaborate means to achieve a more tailored message.
Think about all the websites that figure out the model of your device and the browser versions themselves and let you download an app with a single click. Now, that is customization.
Data plays a central role in customization. Usually, we have a lot of data in our hands but tend to ignore them when creating a CTA. Tailoring your CTA with the data you have or you can obtain is a nice touch in designing a creative call to action.
A time-limited offer makes the audience more alert and engages them with the CTA. If they have only two days, for example, to get their free copy, they might read the CTA through and give it a thought before mindlessly closing it. A creative call to action should implore the audience to act immediately to achieve something extraordinary, not act sometime in the future. If you can make their lives easier instantly or save them from an imminent difficulty, let it be known, and they would give you the benefit of the doubt.
No one is going to read through a two-page and all text CTA. You cannot expect a stranger to bestow you with an unlimited amount of their valuable time and attention only to try to understand what you are all about. It is your responsibility to make it as quick as possible.
A creative call to action can seize attention with a single word. Forget about paragraphs, think about words, and maybe a sentence or two. That is all you have, and you must make the best out of it.
We cannot expect the audience to research before deciding on giving us a chance. If you are an old family-owned business or have thousands of satisfied customers, it is your job to let the audience know. The words and graphics you choose should reflect your business values, including trustworthiness.
Why should anyone click something they do not know? If you want me to install your app, it is your job to prove your app is real and not malware. How should I know?
This was but one example of the importance of trust-building in CTAs.
Including testimonials, information about any awards, or the media coverage closeby, while avoiding clutter and verbiage can make a CTA stand out.
Something else to keep in mind is trying to make engagement safe. Let the audience know they can opt-out any time they would like.
Get Down To The Brass Tacks
Make the proposed benefit as bold and accessible as possible. What would I exactly get by clicking? I am all down for phrases like “become awesome now,” but I would like some explanation on what exactly you are offering.
Copywriting for CTA is a minimalist approach, but there should be just enough information to explain what is going on.
Let the audience know what they are getting by interacting with you. A lot of times, CTAs are too vague. We should indeed try to keep it short, yet this does not mean we have to sacrifice clarity.
Make The First Step Easy
The first step is always the hardest; do not make it any harder than it is by complicating the start. I have seen engaging CTAs with no visible buttons or links, and I have seen CTAs asking way too many questions in the first stages.
The action you seek from the audience needs to be initiated quickly. If the service you provide requires a form to be filled, do not put that on the CTA. Let the CTA only be an initiation. Create a prominent, bold, apparent means for your audience to act and then ask the follow-up questions later on the process.
That said, do not promise anything too easy if it is not going to be, it is a trust killer move, and your CTA would end up wasted.
Keep a friendly approach to build trust. Avoid using complex vocabulary as much as possible. There exist myriads of cases that are joking, and tongue in cheek references have produced some very creative call to actions. Try to bring the tone down and instead of a corporate pitch, make it a personal, human to human conversation.
Only by connecting to your audience on a personal level, you would be able to get their attention. Being friendly goes beyond tone and needs a very subtle touch to avoid sounding absurd.
Make It All About Them
Putting the audience first is a must in designing CTA and in marketing in general. The very offer should be created based on the needs and wants of the target audience for it to be relevant. An out of touch CTA would generate no traction and would only be a waste of space.
A creative call to action writes from the perspective of the audience. A button reading “I am in” would generate more engagement than ” Click Here To Install.” This approach makes everything easier for the audience, and it is more likely for them to act on your CTA.
Use The Right Colors
Colors can convey loud and clear messages in a microsecond, long before any word or picture gets the chance. The impression of the CTA’s color pallet on the audience’s subconscious can decide the outcome of it all.
If you want the CTA to be trusting, exciting, etc. choose the colors accordingly. A creative call to action can make use of the colors in most intelligent ways.
Think about the values you want to elicit and design a color pallet accordingly.
Make It Interesting
A creative call to action must be attractive. I am not only talking about the design of the CTA, but also the offer and the very process of taking action.
Gamification, playful phrases, and surreal graphics can generate the creativity you seek. Try to think outside of the box when designing the CTA and come up with your voice.
Use your imagination, and you might come up with an impressive, yet fun and intriguing package. Humans are logical beings, but there goes more than logic in a choice. Try to appeal to feelings and tickle the right places of your audience’s brain.