Hook, line, and sinker: 4 key tips for a compelling call-to-action

Every piece of advertising material you create, from a flyer to a brochure, a website, or banner advertisement should have a call to action, without question. Period. Their effectiveness is undisputed and is often the hidden ingredient that can convert a mediocre campaign into an incredibly effective one.

Here are 4 key tips on how to craft a clear and engaging call-to-action for any of your marketing campaigns.

1) Make them feel like they could miss a rare opportunity – if they don’t act

Humans are psychologically primed to avoid loss. Often times, this is expressed through FOMO (Fear of Missing Out), the phenomenon where if people think that they could be missing out on something, they tend to act quickly to prevent that. In marketing, you can capitalise on people’s FOMO by creating a sense of urgency around your call to action.

By giving the recipients of the material an urgent reason to act, they will be more likely to respond to the call to action.

2) Highlight what they’ll get out of it

This follows from the loss avoidance principle – people like to avoid loss, but they also really like quick gains. A little bonus can often be the tipping point between people choosing to act or not. You can increase the effectiveness of your reward has an expiration date or time.

3) Use strong command verbs that make that “next step” clear

Additionally, by ensuring that your call to action is short and easy to read- people are more likely to respond positively. Use straightforward instructions with powerful words like join, sign up, start, donate or subscribe to get them through the door.

4) Choose words and a design that provokes emotion and enthusiasm from your audience

Finally, make sure you surround your call to action with blank space and have it stand out from its surroundings. In doing so, the readers will not only be more likely to notice it but act on it.

Furthermore, try and use colours that evoke an emotional response: red, orange, yellow, and green as an example, and avoid colours such as black, grey, pink and purple.

See how simple it is to create a call to action? Make sure on your next campaign, you don’t overlook these simple, yet powerful components.