THE ART OF CRAFTING EFFECTIVE CALLS TO ACTION

We've all experienced the power of a compelling Call to Action (CTA). That irresistible button or link prompts us to take the next step, whether it's making a purchase, signing up for a newsletter or scheduling a consultation. Every word and every punctuation mark matters in a CTA. It's not just about compelling users to click; it's about guiding them through a journey from initial interest to decisive action.  

But in the world of marketing, not all CTAs are created equal. While some are crafted with precision and finesse, other CTAs fall short in capturing attention and motivating action. When it comes to building the perfect CTA, there's a delicate balance between applying hard selling and soft selling techniques. Some hard sell tactics, like creating a sense of urgency, can be overused, while the passive voice of a soft sell can be too ambiguous. Finding the sweet spot between these approaches can mean the difference between a conversion and a missed opportunity. 

Bold and direct: the hard sell 

Hard selling CTAs are like a firm handshake—they're direct, assertive and to the point. They leave little room for hesitation and are designed to prompt an immediate response. They compel users to act quickly with their sense of urgency, clarity, and action-oriented language. To incite quick responses, hard sell CTAs leverage a feeling of exclusivity, tapping into users' fears of scarcity and missing out.  

Here are some simple examples of CTAs using hard selling techniques:  

• Upgrade Your Membership Today for Premium Benefits!: This CTA emphasizes a clear action and employs the feeling of urgency with the word “today.” 

• Subscribe Now So You Never Miss the Latest Updates: While also conveying immediacy with the word “now,” this CTA harnesses the power of FOMO to increase subscribers. 

• Schedule Your Free Consultation - Slots Filling Up Fast!: In addition to utilizing urgency, this CTA implies growing scarcity. 

• Become a Founding Member: This straightforward CTA promotes clicks by manufacturing a sense of exclusivity. 

More assertive CTAs can be effective, but there are some drawbacks to be wary of when using hard selling tactics. Consumers already know they're being sold to with this approach, and when the ask appears too pushy and intrusive, it can damage brand identity and consumer trust. Bombarding your audience with overly aggressive language and time-sensitive demands just isn't a good look.

Sweet and subtle: the soft sell 

CTAs using soft sell tactics are almost like a friendly invitation, enticing a customer to explore further or learn more about a product or service. The soft sell approach calls for some nuance, prioritizing the cultivation of relationships and the understanding of customer needs. These CTAs also invoke curiosity, gently leading customers to respond rather than relying on aggression and pressure. 

Some basic CTAs using soft sell techniques include:  

• Connect with Us on Social Media: This CTA uses inviting language emphasizing an opportunity for interaction without a direct push. 

• Discover More About Our Products: With language like “discover” relaying an idea of exploration, this CTA allows users to engage with a brand without feeling pressure. 

• See What Our Customers Are Saying: Rather than pushing for a direct sale, this CTA highlights social proof to urge users to make their own decisions. 

• Get in Touch to Discuss Your Needs: Putting the focus on addressing the user’s needs, this CTA welcomes conversation.  

While soft sell CTAs may seem like a gentle friend, marketers should still be careful when taking this more subtle approach. CTAs employing a soft sell approach help build brand trust and relationships with consumers in the long run, but they don’t always lead to more immediate conversions. Avoid leaning on overly passive language for every CTA; you still want customers to take action. 

Finding the right balance 

Just like Goldilocks and her search for the most comfortable bed, finding a balance between both marketing tactics that feels just right is crucial. Not too hard, but not too soft. While soft sell techniques focus on building relationships and brand loyalty, hard sell techniques aim to drive immediate conversions and sales. By combining these approaches, marketers can extract the benefits from both to create an optimal CTA. 

Time for a Lesson 

Let’s take one of our hard sell CTAs from before and infuse it with more subtle, soft selling language to create a better CTA, assimilating the two approaches.

Using “stay informed” instead of the latter omits strong, fear-based language, encouraging user engagement in a much gentler fashion. Keeping the word “now” provides a reasonable sense of urgency, maintaining some of the original CTA’s hard selling nature, creating a delectable blend of both tactics. 

Best practices for formulating a supreme CTA 

Now that we’ve established how to conquer the hard and soft sell combo, let’s consider a few other factors when building your CTAs. First and foremost, knowing your audience and understanding their needs and preferences is essential. Determine your goals and purpose for the CTA to ensure alignment with your overall marketing objectives. 

Once you’ve determined your audience and goals, you can apply the following tips to further enhance your CTA: 

• Focused and concise: The message of your CTA should be clear and direct so users know exactly what action they should take. Get rid of any fluff! 

• Make it conversational: Engage with your audience in a way that feels natural and inviting by using familiar language to prompt genuine responses.  

• Experiment with a longer format: Consider testing a longer, more detailed CTA to provide additional information or context while also maintaining an approachable tone. 

• Optimize for SEO: Incorporate relevant keywords and phrases into your CTA to improve its visibility in search engine results, increasing the likelihood of attracting organic traffic. 

• Match CTA language to the buyer’s journey: Your CTA’s language should also correspond with where the user is in their decision-making process, providing the right message at the right time to guide them toward conversion. 

No size fits all 

While mastering the delicate dance between the bold, unabashed calls of hard selling tactics and the gentle, persuasive whispers of soft selling techniques is necessary for CTA success, there is no clear winning move. No amount of tips and tricks will ensure a CTA is the right fit for your brand.  

The effectiveness of a CTA depends on its compatibility with your brand's identity, values and audience preferences. It's a continual process of experimentation, analysis and adaptation to find the perfect balance to resonate with your target market! 

Do you need assistance developing an amazing CTA like this one? Or maybe you’re looking for something a bit different. Either way, we can help you design a CTA that is an ideal match for your brand. Just give us a shout!