advertising

Crafting an Effective Call to Action

This article was written by Ted Dhanik

An effective call to action can drive a user toward your intended goal. There are several important aspects to keep in mind when you’re writing a call to action for display advertising. The CTA, as it’s called, is usually accompanied by a button, so in a banner ad, the call is aided by some visual aspects. The call to action is a powerful tool that can extend to all avenues of your marketing. Here are some tips to help you write a good one.

Definition

The call to action is like a set of instructions you give to your audience that motivates them to click something or to do something. If you want your audience to retrieve a report, you might use “Click for a Free Report.” It tells the user both what he should do, and the expected outcome. A call to action is only effective if it motivates a user to click, so it must be compelling and use urgent language to communicate its point.

Examples

The following examples are fictional, but are based on real website copy you can view online in a variety of top selling avenues:

• Try it today, you’ll love it!
• No obligation
• Click “Subscribe Now” for Your Free Edition
• This offer may not last long, so order now

Long form copy is also used in some banner advertising, but usually the main idea is conveyed on the banner or in the ad. Headlines are a good example, where the headline helps to talk about some of the perceived benefits. For example, “Build Wealth, Protect Assets, and Guard Privacy.”

Tips

The best piece of advice is to lead strong. The CTA should lead the user to believe the solution is easy; in fact, the work should be done for the user in most cases. Avoid “Click Here,” which is vague and uninspiring. Instead, package your CTA with something impactful that tells the user what he will be doing. If he will download something, tell him to “Download Now.” If the user wants a quote, he can “Get Rates.” Good CTAs also have a strong sense of urgency that accompanies them. The client should feel that this deal won’t wait for them, and that they stand to gain immensely by taking advantage now. The implied message is, “you will pay more if you wait.”

You should also use vibrant colors that the user can’t miss. Something like a green or a bright red will suffice in some cases, but be careful that your colors don’t clash.

Bio: Ted Dhanik has worked with brands online for fifteen years. As the president and co-founder of engage:BDR, Ted Dhanik grows businesses through aggressive lead generation strategies. Find out how Ted Dhanik manages display advertising with tips from engage:BDR.