Call-to-Action Vs Call-to-Value
On our daily basis, we see numerous ads and we’ll see the little button that tells us what to do. It’s called call-to-action. But other times, it also tells us the value the product offers or the benefit we’ll get if we use certain product or service, that’s called call-to-value.
In the marketing industry, the terms call-to-action is pretty well known, but people don’t really get what is call-to-value. Both has the goal to encourage audiences to follow through a certain action, just with a different approach.
So, what’s call-to-action and call-to-value? And how do we distinguish between them?
Call-to-Action
A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take. The CTA can have a direct link to sales. For example, it can instruct the reader to click the buy button to complete a sale, or it can simply move the audience further toward becoming a consumer of that company’s goods or services.
Example of call-to-action :
- Buy now
- Click here
- Book now
- Contact us
- Download now
Call-to-Value
A call to value is (CTV) still a call to action intended to convince your audience to complete a specific action, but it also includes a value proposition, reminding them what this action will translate into for them.
For example, instead of ‘buy now’, a call to value could say :
- Get one step closer to a more empowered version of yourself
- Access our Members Only library & start learning
- Find the right accessory for your impeccable outfit
- Stop wasting money on excessive heating bills
Call-to-Action Vs Call-to-Value
In short, call-to-action gives a clear instruction to take a certain action while call-to-value emphasize the specific benefits gained by the audiences from using its product or service.
But when do we have to use CTA and CTV?
Before we determine whether to use CTA or CTV, first we have to understand where we’ll insert the terms.
For landing page, using CTV is the right choice. But if your landing page is already has detailed information regarding your product or service, you don’t need to use CTV.
If you want your audiences to fill a form, using CTA is the right choice.
With a clear, simple and concise CTA will optimize the customer experience.
To affirm your decision, you can try by using a/b testing. By doing so you’ll see which terms is better use in accordance to your situation.
Nobody counts the number of ads you run; they just remember the impression you make.
— Bill Bernbach
Let’s connect on Linkedin and grow together.
Efrina Hidayati
Digital Marketing Enthusiast | Copywriting
References:
[1] Veronica Gabriella. “Anatomy in Copywriting: Headline, Body Copy, Call-to-Action”. E-learning of MySkill. Accessed August 10th, 2023.
[2] What a Call to Action (CTA) Is and How It Works. Online at https://www.investopedia.com/terms/c/call-action-cta.asp. Accessed August 10th, 2023.
[3] Call to Action vs Call to Value: Know the Difference. Online at https://craftycopy.co.uk/blog/call-to-action-vs-call-to-value. Accessed August 10th, 2023.
[4] Apa Itu Call-to-Value dalam Marketing dan Kapan Menggunakannya? Online at https://glints.com/id/lowongan/call-to-value-adalah/. Accessed August 10th, 2023.