How to Write A Persuasive Call-To-Action

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A strong call-to-action will make your speech more memorable and persuasive. Making someone take the first step with you in the room will also open them up doing bigger things, spending more money and subscribing to your belief. If you don't want to waste all the hard work you've put into your presentation, don't forget this crucial element.

What Can You Ask For?

Calls-to-action must fulfil Florian Mueck's 3 Ss:

• Simple - something everyone can do quickly.
• Specific - no doubt should be in their mind as to what you are asking them to do.
• Symbolic - it must fit into your greater purpose as a speaker. Think of it like a sales funnel in marketing.

How can you ask for it?

Use clear and direct language. A simple, imperative word, but make sure you're not using any "friction" words like "buy," "submit," or "purchase." It shouldn't feel like you are asking them to do anything that costs time or money as you'll have to balance that out with a significantly larger benefit.

When should you ask?

Ask towards the end of your presentation. You will have already hooked your audience emotionally, reasoned with them logically, and they should already be receptive to your opinion.

Don't ask at the end of the presentation though, as CTAs temporarily draw attention away from the speaker. After they've done what you want, bring their attention back and finish your speech on an emotional high.

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Resources

• How to give a talk at a conference: https://youtu.be/f4sLk_CX6uw
• Christophe Morin and Patrick Renvoise - The Persuasion Code https://amzn.to/2qlAxYy 
• Bill Hoogterp - Your Perfect Presentation https://amzn.to/2JZiXAP 
• Nancy Duarte - Resonate https://amzn.to/33AL0yc
• Monroe's Motivated Sequence: The Five Steps https://www.mindtools.com/pages/article/MonroeMotivatedSequence.htm

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