How can you write a compelling call to action in sales messages?

1 Use clear and specific language

Your CTA should be concise, direct, and easy to understand. Avoid vague or generic phrases like "learn more", "contact us", or "get started". Instead, use action verbs that describe what your prospect will get or achieve by following your CTA. For example, "download your free guide", "schedule your demo today", or "claim your 20% discount". Make sure your CTA matches the goal and context of your sales message and aligns with your prospect's stage in the buyer's journey.

3 Create a sense of urgency and scarcity

Your CTA should also create a sense of urgency and scarcity for your offer. You want your prospect to act fast and not miss out on a great opportunity. You can use time-sensitive or limited-availability phrases, such as "offer ends soon", "only a few spots left", or "don't delay". You can also use social proof, such as testimonials, ratings, or endorsements, to show your prospect that others have already taken action and benefited from your offer. For example, "join over 10,000 satisfied customers", "see what others are saying", or "rated 5 stars by industry experts".

4 Make it easy and convenient

Your CTA should also make it easy and convenient for your prospect to take action. You want to remove any friction or hesitation that might prevent them from following your CTA. You can do this by providing multiple options, such as a phone number, a link, a button, or a form, to suit your prospect's preference and device. You can also use words that imply simplicity, such as "no obligation", "no risk", or "free". You can also address any common objections or questions that your prospect might have, such as "no credit card required", "no spam", or "frequently asked questions".

5 Test and optimize

Finally, your CTA should be tested and optimized for maximum effectiveness. You can use tools like Google Analytics, HubSpot, or Mailchimp to track and measure the performance of your CTAs, such as click-through rates, conversions, or revenue. You can also use tools like Optimizely, Unbounce, or Leadpages to run A/B tests or experiments to compare different versions of your CTAs, such as wording, color, size, or placement. You can then use the data and insights to improve and refine your CTAs based on what works best for your audience and your goals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?