How to Create a Compelling Call to Action

I spent 10+ hours learning to write stronger calls to action this week. 14 concepts I plan to use: 👉 1. Call to Action vs. Call to Value A call to action is for people ready to buy - keep it as simple as possible. A call to value reminds the prospect of the great outcome they're going to get. 👉 2. Use the phrase "I want to ____" in your button or link copy. Fill in the blank with a desired outcome. THIS: "I want to grow my business" NOT: "Download it now" 👉 3. Use the word "show" THIS: "Show me outfits I'll love" NOT: "Sign up now" That's a real example where the change resulted in 123% more clicks. 👉 4. Use first person language on buttons. THIS: "I want to double my revenue" NOT: "Double your revenue" 👉 5. Think of links as a door. People don't know what's on the other side so it's scary to click. Make it less scary for them. 👉 6. Focus on ONE action. Don't compete with your own CTA by making multiple asks. 👉 7. Lead with action verbs. THIS: "Unlock your marketing potential and download our free strategy guide" NOT: "Download our guide" 👉 8. Use an "If" statement. Weave a specific problem and solution into your CTA. Example: "If you're ready to maximize your profit and grow to 50k months working part-time hours, book a call with me to discuss what next steps would look like for you." 👉 9. Avoid generic phrases. Your CTA should work even if there was no other copy around it. Don't settle for "Click here," "Download now," "Submit," etc. 👉 10. Avoid hesitant language. Be more confident than "Let me know if you want it" or "If you need me..." 👉 11. No jargon or vague language. Address a specific problem using language your target audience uses. Don't say stuff like: "If you want to live your best life and step into your full potential..." 👉 12. No negative language. THIS: "Are you ready to lose 10-25 pounds of that menopause weight?" NOT: "Are you struggling to lose weight with menopause?" 👉 13. Write your CTA before you write anything else. It gives you a north star to guide the rest of your writing. 👉 14. Make sure your CTA includes two things: ✅ Why they should act ✅ Why they should do it NOW Want more useful tips like these? This week on LinkedIn I'll share: • How I turn newsletter subscribers into buyers • A formula you can use to strengthen your niche • How I'm growing my LinkedIn following 👉 Follow me and hit the 🔔 at the top right of my profile to turn on notifications so you don't miss those posts. Thanks for your interest!

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

10 Copywriting Rules (From a Dad of Twin Teenagers Who Knows a Thing or Two About Persuasion) Growing up with twin teenage daughters has been the ultimate crash course in persuasive communication. If I can get two teenagers to agree on dinner plans without an eye roll, selling anything to anyone becomes a breeze. Crafting a compelling copy? Surprisingly similar. It’s all about: • The right tone • Catchy phrasing • Knowing exactly what they want (even when they don’t). Here’s how these lessons translate to copywriting: 1/ Strong CTA = More Conversions Convincing teens to choose one restaurant? Like a CTA, it needs a “what’s in it for me” factor. “Click Here” works if paired with why they should care. Example: “Click Here for Mouthwatering Dinner Ideas.” 2/ Highlight What Matters In family debates, shouting the best option works (sometimes). In copy, highlight with: ✔️ Bold text ✔️ Visual cues ✔️ Testimonials Give readers reasons to trust—and choose—your offer. 3/ Symbols Speak Louder Than Words Teenagers scan for emojis. Readers? Scanning for key symbols. Use: ✔️ $ for discounts ✔️ ❌ to show what they’re missing without you. 4/ Numbers > Words “Be home at 1” is clearer than “Be home at one.” Numbers grab attention. Use them in headlines, discounts, or stats. 5/ Follow the “Goldilocks” Rule Too many options = indecision (or teenage rebellion). Limit choices to make decisions easier—group into 3-4 options. 6/ Meaningful Hooks “Dinner options” sounds boring. “Let’s try sushi tonight!” sparks curiosity. Same with copy: Your “Plans & Pricing” page? Rename it. Try “Find Your Perfect Plan.” 7/ Picture It Like a Conversation Persuading teens means sitting down and talking face-to-face. Write your copy like you’re chatting across the table with your audience. 8/ Explore Layers of Benefits Teens need more than “it’s good for you.” They want specifics: “You’ll feel great and your friends will love it.” Your copy needs the same. Features are nice, but benefits sell. 9/ Showcase Your Best Dinner debate strategy? Start with the best suggestion first. Your copy should, too: Feature best-sellers or top reviews upfront—don’t bury them. 10/ First & Last Impressions Matter In family arguments, what you say first and last is what gets remembered. Structure your bullets the same way: • Strongest point first • Close with a powerful takeaway Master these rules, and whether you're selling products or settling family debates, you'll win every time.

People don’t just click—they decide. Make that decision easier. "Just add a CTA." The go-to advice when a page isn’t converting. But here’s the problem: → CTAs don’t work in a vacuum. → You can’t shortcut trust, clarity, or motivation. → You can’t paste over a strategy gap with a button. If visitors aren’t converting, it’s usually not because your CTA isn’t loud enough. It’s because the story leading to that CTA doesn’t make them care. So what does work? 𝗔 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻-𝗳𝗶𝗿𝘀𝘁 𝗳𝗹𝗼𝘄 𝘁𝗵𝗮𝘁 𝗯𝘂𝗶𝗹𝗱𝘀: → Relevance — “This is for me.” → Trust — “These people get it.” → Desire — “I want this outcome.” → Urgency — “I shouldn’t wait.” Only then does your CTA mean something. Your website isn’t a billboard. It’s a conversation. Every element before the CTA should be doing the heavy lifting— Educating, earning belief, and reducing friction. Slapping on a button won’t fix a weak foundation. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone who needs help with their conversions.

Most offers fail not because they’re bad… but because they don’t make people feel anything. When your offer resonates emotionally, people don’t just buy. They feel compelled to act. Here’s how to create offers that truly connect: 1. Start with empathy Don’t just list what your customers need. Go deeper. What keeps them up at night? What frustrations do they face daily? Your offer should show that you’ve listened and that you understand. Speak directly to their pain, desires and aspirations. 2. Sell the transformation, not the product Features and functions don’t move people. The promise of change does. Show how your offer improves their life. - Will it save them time? - Reduce stress? - Open new opportunities? 3. Use urgency, but keep it authentic Urgency works only if it’s real. Respond to the present moment. Let your audience feel that now is the right time because their problem won’t wait. 4. Leverage social proof We trust people like us. Share stories of others who started in the same place and achieved results. 5. Make it personal Generic offers fall flat. Talk about their unique challenges. Make your audience feel the offer was built for them. 6. Craft a clear, emotional CTA Even the best offer dies without a strong call to action. Don’t just say “Buy Now.” Use language that conveys urgency and value. When your offer makes people feel something, it stops being a transaction. It becomes a connection.

I honestly think so many analysts fail to get leaders to care about their work because they forget the obvious: No call to action = no engagement. A call to action (CTA) is simply the next step you want your audience to take after you’ve shared your message. You’ve seen the classics: - “Register now” - “Reserve your spot today” - “Click here to learn more” - “Repost to share with your network” If you don’t tell people what to do next, they’ll do… nothing. CTAs turn passive audiences into active participants. This is why CTAs are critical in presentations. Every presentation should have one clear CTA (and no more than two). This doesn’t mean ending every deck with “Go do X right now!” (Please don’t do that.) Instead, effective presentation CTAs can look like asking your audience to: ➤ Make a decision Ex: "Based on these findings, I recommend implementing a targeted intervention program for employees in [role/ department]." ➤ Have a discussion Ex: "A question for the group: how can we better support the professional development goals of our high-potential employees?" ➤ Grant an approval Ex: "To effectively implement the recommended engagement initiatives, we are requesting two additional program managers to support the work." ➤ Accept an invitation Ex: "Will you be the exec sponsor for this project and help us improve employee engagement and productivity?" Including CTAs shifts your presentation from a passive data download → strategic conversation. Remember: your job isn’t just to report numbers, it’s to get the ball rolling in the right direction. 📌 Save this list of CTAs to help land your next presentation (Catch that CTA about CTAs??)

Your CTAs are failing. Here’s how to fix them. Your Call to Action (CTA) is the final push that turns attention into action. But too many CTAs fall flat—vague, uninspired, or buried where no one notices them. Here’s the truth: A killer CTA doesn’t just ask for a click or a sign-up; it commands attention, creates urgency, and shows the value of taking action. 📝 Here are 8 principles for writing CTAs that actually convert: 1️⃣ Clarity Beats Cleverness Don’t confuse them—be direct. 💬 Before: “Learn More.” 💬 After: “Get Your Free Guide Now.” 2️⃣ Create a Sense of Urgency “Limited Time Offer” works for a reason. 💬 Example: “Act before midnight to save 50%.” 3️⃣ Make It Personal Talk directly to your audience. 💬 Example: “Your deal is waiting—claim it now.” 4️⃣ Highlight the Benefit Show what’s in it for them. 💬 Example: “Boost your productivity in just 10 minutes a day.” 5️⃣ Simplify the Action One clear step—no hurdles. 💬 Example: “Sign up with one click to get started.” 6️⃣ Place CTAs Strategically Put them where they can’t miss them. 💬 Tip: Above the fold, at the end of emails, and on landing pages. 7️⃣ Use Strong, Action-Oriented Verbs “Claim Your Deal” > “See the Offer.” 💬 Example: “Book Your Spot Today.” 8️⃣ Test, Refine, Repeat Learn what works and double down on it. 💬 Example: Test “Get Started Now” vs. “Start Your Free Trial Today.” ✨ The best CTAs are clear, bold, and deliver on their promise. 💬 Challenge: Take a look at your most recent campaign’s CTA. Does it inspire action or leave room for doubt? Share your favorite CTA tips or examples below—I’d love to hear them! ♻️ Share this post with your team and save it for future campaigns. ✅ Follow Tom Wanek for more actionable marketing insights to level up your campaigns today.

Quick question—have you ever thought much about the words on your buttons? Not the content. Not the course design. Just the text that invites someone to take the next step. In UX and marketing, that line is often called a call to action—but you don’t need the term for the idea to matter. It’s simply this: The words that tell someone what happens when they click. When that message is clear and specific, people move forward more easily. When it’s vague, they hesitate—or skip it altogether. For example, imagine these two options in a learning portal: ➡️ Learn more about phishing ➡️ See 3 real phishing emails employees actually fell for Same destination. Different experience. The second option helps people: * understand what they’ll see * decide if it’s relevant * feel confident clicking That clarity reduces friction. And less friction usually means better follow-through. This is a helpful mindset shift for workplace learning teams. You don’t need new tools. You don’t need to “sound like marketing.” You just need buttons, links, and prompts that describe the value of the next step, not just the fact that there is one. This kind of small, practical tweak is exactly what we focus on in our book—simple, easy-to-implement changes that help learning teams get better results without rebuilding everything from scratch. Sometimes better learning outcomes can start with something as simple as a better invitation. #TrainLikeAMarketer

Are your call-to-actions failing to convert? You’re not alone. Most agency owners and coaches make 2 critical mistakes: 1) They ask for too much. 2) They are too vague. I've spent years perfecting my CTA strategies. Here’s what works every time: 1. Social Proof CTA:  → Use FOMO by showing others who have already taken action. 2. Direct CTA:  → Address specific needs directly, prompting immediate action. 3. Exclusive CTA:  → Make your audience feel part of an elite group and appeal to status. 4. Problem CTA:  → Highlight a pressing issue and position yourself as the solution. 5. VIP Invite CTA:  → Use real examples to show potential success, increasing urgency. 6. Resource CTA:  → Offer free resources to build trust and increase engagement. In the video below, I break down why these 6 CTAs work like a charm. Plus, I’ve included 6 real-life examples. ♻️ Share this video with your network if you found this helpful.

The current way of writing a call to action is outdated. Here’s what needs to change. 1. Make the Next Step Crystal Clear: A vague “Learn More” or “Contact Us” won’t cut it anymore. Today’s calls to action need to be laser-focused on the exact next step your prospect should take. Whether it’s “Get Your Free Quote Now” or “Schedule Your Demo Today,” your CTA should guide them directly toward the next step in the purchasing process. 2. Create Immediate Value: Prospects are more likely to act when they see instant benefits. Instead of passive phrases, use action-oriented CTAs that highlight what they’ll gain by clicking. Think, “Unlock 20% Off Your First Purchase” or “Download Your Free Guide to Get Started Now.” Make it clear that taking the next step gets them closer to solving their problem. 3. Foster Urgency Without Being Pushy: People are driven by urgency, but it doesn’t have to feel forced. Instead of “Buy Now,” try “Secure Your Spot Before It’s Gone” or “Claim Your Offer While It Lasts.” Subtle urgency encourages action without sounding overly aggressive. To boost conversions, your CTA should do more than suggest—it should lead the prospect to the desired outcome. #copywriting #calltoaction #marketingtips #conversions #digitalmarketing