4 Powerful Features of CTAs That Market Without Manipulation

Revolutionize your marketing with CTAs that inspire your audience to take action.

Does thinking about marketing bring an involuntary grimace to your face?

We’ve all been burned by manipulative marketing tactics. And it’s common for local business founders to want to avoid coming across as salesy to their neighbors.

At the same time, how do you fund the goals you’ve set for yourself and your business without sales?

This week I’m sharing specific steps you can take to create effective, values-driven CTAs that will move your audience to action. No gimmicks required.

CTAs (or calls to action) are critical to your marketing strategy.

The purpose of a CTA is to empower your audience to take action to improve their lives. It’s the “Click here to learn more” and “Sign Up Now” that you see on most advertising and sales pages.

And just like the rest of your marketing, CTAs don’t have to be manipulative to be effective.

CTAs that are clear, action-oriented, accurate, and appropriate perform better with your audience and support sustainable marketing success.

The first feature of a compelling CTA is clarity around what you’re offering and how to get it.

The simplest way to avoid manipulation in your marketing is to be clear in your language.

This isn’t the time to get cute or to circle around what you want your audience to do. If the value you offer is really that great, tell your audience about it, and then tell them how to get it.

There are two different CTA formats you can use to make sure your message is clear, and they both have their place.

The first is the in-line CTA, which tends to perform better. That’s the linked sentence in the middle of your copy, like in the example below.

A screenshot from one of our emails with a pink arrow pointing out the in-line CTA that reads “Learn more about our 2023 Strategic Planning Intensive here.”

This type of CTA isn’t as “in your face” as the button type I’ll discuss next. At its best, it includes a clear benefit to capture the reader’s curiosity and interest them in finding out more.

For SEO purposes, be sure to link more than the “click here” part of the sentence so that bots know what topic value the link has to offer.

The second type of CTA is the kind we’re most familiar with — and most wary of.

Graphic CTAs, which typically include a “button” of some sort, have a history of being used in manipulative ways.

Used correctly, however, they can still work to guide your audience to take the action you want them to take.

This is where being clear and straightforward in your language (and graphics) can play in your favor. Anything flashy or showy could act as a red flag to your audience that something isn’t right.

A simple “click here,” “buy now,” or “learn more” is often all the text you really need for a button CTA.

An example of a button on our website that reads simply “Learn More.”

Compelling CTAs are also action-oriented so your audience knows what they need to do to access the benefit you’ve described.

Your audience doesn’t know what to do until you tell them. Do not force people to guess! Even when you think the action is obvious, state what you’re asking the user to do.

Do they need to enter their email address?

Should they call a specific number?

Or do they need to select your Instagram profile and click “follow?”

It can feel like a herculean task to get your audience to take the action you want them to take. It’s a fundamental law of physics that an object at rest will stay at rest — unless it’s given a little motivation.

While the rest of your copy should give your audience reason to desire what you’re offering, your CTA is that final push to get the ball rolling.

Go here.

Join us.

Save now.

Learn the secret.

It’s called a “Call to Action” for a reason. Remember to be clear on what that action should be.

An example of a button on our website that reads “Book an Info Call.”

The third feature of a compelling CTA is one with language that matches the landing page it’s linked to.

Perhaps the biggest mistake I see with CTAs is a landing page that doesn’t fulfill the promise of the CTA.

When your audience clicks on “learn more,” they expect to be led to a page about the specific topic they want to learn more about. And they’re only going to give you a few seconds to make good on that promise before clicking away.

It’s typically not a good sign if your potential customer hesitates in the middle of their buyer’s journey. And a disconnect between a CTA and a landing page can cause them to hesitate.

The best way to ensure your CTA is accurate and effective is to match the language of the CTA to the headline of your landing page.

• “Call an experienced electrician today” is a Click-to-Call button.
• “Learn more about the spring retreat” links to “Spring Retreat 2023 — Everything You Need to Know.”
• “Buy now” actually adds the item to the cart. It does not land on another page which has yet another buy request.

Eliminate confusion in the middle of a potential transaction by ensuring your landing page accurately reflects your CTA.

The fourth and final feature of a compelling CTA is that it is appropriate to where your audience is in their buyer’s journey.

As you develop your marketing strategy, a driving question should always be, “Have I earned the right to make this request?”

A prospective customer who has just now heard of your brand is likely not ready to drop thousands of dollars on a coaching package. They are probably not even prepared to spend a hundred dollars on a smaller product.

You need to earn their trust and prove your value, so a simple request like “follow me on Instagram” or “join our email list” can be a great place to start.

An example of an awareness-level CTA on our home page that reads “Listen Now.” This button directs people to our free podcast full of values-driven marketing tips and strategies.

It’s much easier to get the ball rolling with a small request than a large one. And once you’ve established momentum, you can make gradually larger asks.

When deciding what action you want your audience to take, first determine the stage they are in.

• Are they just discovering you or their problem? Offer an easy — and often free — way to learn more.
• Are they fully aware of their problem and are considering options for a solution? Offer more in-depth information or even a small purchase.
• Are they ready to buy? Make sure your CTA is clear on exactly how to make the purchase.

And don’t forget that post-decision enthusiasm. What can you offer to cultivate a raving fan who is excited to tell others about you?

Reasonable CTAs tend to be the most effective CTAs, especially when they are also clear, accurate, and action-oriented. No manipulation is required.

Now it’s your turn. What CTAs could you rework this week?

Or, if you’ve avoided them, where could you add CTAs along your buyer’s journey?

What changes can you make to help spur your audience to take action to improve their lives?

Want to learn more about the advantages of a copy-first marketing strategy? Check out my previous article.

Check out my Complete Guide to a Copy-First Marketing Strategy here.