In the bustling world of marketing, we’re often bombarded with the phrase “Call To Action.” While CTAs have their place, they can feel a bit…demanding. They tell your audience what to do, but rarely why they should.
Let’s take a look at what is wrong with CTBs:
- Focus on the marketer: Traditional CTAs often prioritize the marketer’s needs (“Sign up now!”, “Buy Now!”). They can feel pushy and interrupt the user experience.
- Lack of motivation: Telling someone to “click here” provides little incentive. What’s in it for them?
- Low conversion rates: CTAs that lack compelling reasons to act often result in lower click-through rates and fewer conversions.
Enter the “Call To Benefit” (CTB): a subtle yet powerful shift that focuses on the value proposition for your audience. They emphasize the benefits of taking action and answer the crucial question: “What’s in it for me?”
- Increased engagement: By highlighting the value, you pique the audience’s interest and encourage them to take the desired action.
- Improved click-through rates: When people understand the benefits, they’re more likely to click.
- Enhanced user experience: CTBs feel less intrusive and more helpful to the user.
Let’s take a look at some examples of how you can transform your CTA into a CTB.
- You want people to join your mailing list
- CTA: “Subscribe to our newsletter.”
- CTB: “Get exclusive discounts and insider tips delivered straight to your inbox.”
- You have a resource that you want to share with your audience
- CTA: “Download our ebook.”
- CTB: “Unlock valuable insights and strategies to [specific benefit].”
- You want customers to avail your services
- CTA: “Contact us for a free quote.”
- CTB: “Get a personalized quote and discover how we can help you [specific benefit].”
See how it has changed the perspective from demanding the audience to take action, to encouraging them to discover something that could be of benefit for them?
Here are a few things that YOU can do, to start using CTBs in your copy and ditch the CTA:
- Identify your audience’s desires: What are their pain points? What are their goals? What are they hoping to achieve?
- Frame your CTBs around these desires: How does your product/service/offer address these desires?
- Use strong verbs and compelling language: Instead of “learn more,” try “unlock insights,” “discover solutions,” or “experience the difference.”
- Focus on the benefits, not just the features: Highlight what the audience will gain by taking action.
- Test and refine: Track the performance of your CTBs and make adjustments as needed.
By shifting your focus from “telling” to “showing,” you can create CTBs that resonate with your audience and drive significant results. Remember, it’s not just about getting people to click; it’s about giving them a compelling reason to do so.
MUHAMMAD NASIR 