Today, I’m going to talk about one of the most important steps in creating content, which is writing a strong Call to Action.
And when I say “talk about” I mean that literally, because I actually have a video for you! It’s from a Facebook Live I did a couple of years ago, but the information is just as valuable today.
Don’t feel like watching a video right now? Read on…
Have you ever posted or sent something you spent a lot of time and effort creating, only to be disappointed when nothing came of it? There’s a good chance that you didn’t include a strong Call to Action.
A call to action is…
“the part of your online content where you lay out what you want your readers to do, list the practical benefits they receive from doing it, and ultimately seek to persuade them into doing whatever it is you want them to do.”
When you don’t give your reader something to do after they read your post or the information on your web page, you miss out on a valuable opportunity. Every form of communication with your customers and prospects should include a call to action.
First, you need to decide what you’re hoping to achieve. You can then create a Call to Action that will guide people to taking the desired action. Here are some examples.
If your goal is to gain recognition as an expert, build your community, or strengthen your personal brand, your Call to Action might be to share your post or leave a comment. Even though people nearly always have these options, sometimes they need a little nudge. If you really want them to leave a comment, ask them to leave a comment. Even better, ask a question they can answer.
If your goal is to get new subscribers or followers, your Call to Action might be to join your email list, add your blog to their RSS reader, or follow you on social media.
If your goal is to sell something, your Call to Action might be to buy a product, sign up for your course, or book your services.
It might seem that since your ultimate goal is to make more money, your Call to Action should always be to buy something or to contact you for information about your services. Keep in mind though, it’s essential to build a relationship with others and earn their trust before they’ll be ready to do business with you. That’s not to say you should NEVER ask for the sale; just not every time.
To increase the likelihood of follow-through, instead of focusing on your product or service, stress how your reader will benefit if they do what you suggest. For example:
- Sign up for my newsletter and get free tips every Friday
- Order today and save 10%
Be careful that you don’t include multiple Calls to Action in the same post! What you want your reader to do must be very clear. You can see some examples of weak Calls to Action on Bplans.
In most of the examples in the Bplans article, the Call to Action has been crafted into a graphic. This is ideal, because it will easily attract your readers’ attention, and you will likely be able to re-use the graphic on other posts. You can create your graphics using Snappa or another tool of your choice.
If you prefer not to use a graphic, make your Call to Action stand out by creating a button or putting it in a separate paragraph and bolding it. Make sure it is concise and begins with a strong action verb.
For more on this topic, read The 25 Best Words to Use in Your Call-To-Action Buttons.
Do yourself a favor. Think about what you’re hoping to achieve by posting it, and clearly guide your readers or followers towards taking the desired action. You’ll get better results!
And do me a favor too? Let me know in the comments:
- Would you like to see more videos like this?
- What are you interested in learning about?
Image © sellingpix / DepositPhotos