Small things can make a huge difference. This is especially true when it comes to writing a call to action.

A call to action is a statement that has a specific goal in mind: to direct your readers toward taking a certain action. For example, you may want your reader to click on a link that leads to a sales page, or for them to input their email address so you can send them newsletters.  Either way, you want your reader to act immediately. 

A strong call to action gets your readers to do exactly what you want. The better you understand human psychology, the more successful you are at writing a call to action. This is because you understand what makes them tick. You can leverage psychology and use certain trigger words to make them feel a certain way. When your readers are in an emotional state, it is much easier to influence them to make a decision. 

Flash sales and limited-time offers are some of the best examples of a call to action. Putting a time limit on a sale influences people to take advantage of the offer. As most people like to save money, a limited time offer gives them the incentive to buy immediately, for fear of missing out.

The longer it takes for your reader to take action, the less likely they will end up doing it. Humans are prone to procrastination and forget things easily. Thus, writing a call to action focuses on giving your reader a reason to take action NOW. 

There are many factors that go into writing a successful call to action. Read on to discover what these factors are, and how you can use them in your writing.

The Science Behind Writing A Call To Action That Gets Results

You might recall performing a science experiment when you were younger. There is a set of steps that you must go through. If you try to carry out an experiment randomly, you will end up with chaos. Your project is likely to blow up in your face because you mixed the wrong ingredients in the wrong order.

Writing a call to action is similar to performing a science experiment. There are things you need to consider before getting started. If you ignore the steps, you end up writing a call to action that doesn’t get the attention of your readers. And if you don’t have their attention, you won’t influence them. 

To write a strong call to action, you want to focus on two things: purpose and urgency.

Purpose: What is the purpose of your call to action?

Every call to action should be written with and communicate a clear, specific purpose. 

For example, let’s say your goal is to get readers to opt in to an email list. In exchange, they’ll get a free PDF on how to close clients. Your call to action should be benefit-driven and should specify the gain of opting in. Thus, a good call to action might be:

Click Here To Receive Our Free PDF: How To Close Clients Effortlessly

If you saw a call to action like that, what would you do? Most likely you would be interested in knowing more. On top of having your curiosity satisfied, you get something in return for nothing. 

Everyone knows exactly what they are getting out of by clicking on that call to action. That is what you want to focus on in your writing: clarity. The clearer your call to action is, the more effective it will be. 

You do not want to confuse your readers. When they click on a call to action, they should already know what to expect. If your call to action is misleading, you will lose their trust and attention. It’s like being told that someone is handing out free pizza, only to realize they are charging money for it. It’s not about the price, it’s about meeting expectations.

When writing a call to action, make sure it delivers on its promise.

Less is better. Click To Tweet

Urgency: Why should they act now?

The second factor when writing a call to action is urgency. Your audience should have a reason to act immediately. You can create urgency in many ways, such as by rewarding your audience or by punishing them. We will get into these examples later on.

When writing a call to action, ask: why now? Why should your readers act now?

If your call to action does not answer this question, your readers will not see a reason to take action. Instead, they’ll “think about it” and come back to it another day. And, as you may know, people rarely come back to trying to make a decision once it’s left their mind.

You want to do everything in your power to get them to take action NOW. If your readers know there are only 5 more spots left, they are much more likely to take action immediately. If they don’t, there may not be any spots left afterward. Let your readers know that, if they decide to procrastinate, there is a risk they will miss out.

There are many things you should keep in mind when writing a call to action. Here are some questions to think about:

  • What are the benefits of my offer?
  • How can my audience access the offer?
  • What problems can my offer solve?
  • How long will my offer last?
  • Who is the target audience of my offer?
  • How does my offer work?

How One Word Can Completely Change The Meaning Of A Call To Action

Would you believe that adding one word to a call to action can drastically improve results? Contrary to what most people believe, one word can make a huge difference. This is because humans are emotional creatures. Research shows there are 27 different emotions that we can experience. 

Our behavior is based on what emotional state we are currently in. For example, if we are in a bad mood, the likelihood that we will get mad is very high. If someone spills a small splash of water on our clothes, we’re bound to get upset and scream at whoever did it.

Now, compare that to what might happen in a neutral or positive emotional state. If someone were to spill water on us again, we would probably not get mad. We would just shrug it off, and go on with our day. This is because it is not a big deal; water is harmless, and after a few hours, we will have completely forgotten it even happened.

This shows that psychology plays a big part in being able to influence other people. People that understand how humans work are able to leverage it in their calls to action.  They can use certain trigger words to get people riled up and excited.

Here’s an example of how one word can change the meaning of a call to action. Compare these two statements:

Buy here

vs.

Buy now

Do you see the difference? In the above example, the second statement sounds much better. By using the word now, you imply urgency. The word now influences your reader to take immediate action. 

Use now when writing a call to action to get your readers to do the same.

In copywriting, every word counts. Click To Tweet

How To Write A Great Call To Action By Leveraging Human Psychology

Using urgency is one way you can write a great call to action. Here are three other ways to incorporate psychology into your writing. 

Exclusivity focuses on having something others do not. Being a member of a private club is an example of exclusivity. 

As a member, you have privileges that others do not. You are treated differently than the rest. As a result, you feel special. 

Using exclusivity when writing a call to action will make your readers feel special. It will influence them to take action, in order to gain something others cannot.

Scarcity focuses on demand. People naturally want what they cannot have. The fewer the number of items is available, the higher the demand is. 

Diamonds are an example of scarcity. It is not easy to make diamonds, which is why not many exist. As a result, everyone wants them in order to feel special.

Use scarcity to give your readers a reason to take action immediately. They’ll feel an urge to click on your offer without even understanding why.

Limited time offers focus on timing. You want to reward those that are on time and punish those that are late. 

A sale that lasts until the end of the week is a limited time offer. You are giving your reader a deadline to make a decision, and a reason to stop procrastinating. If they procrastinate, they will miss out on what is being offered.

At the same time, limited time offers reward those that are diligent. If you are running a 20% off sale, people that opt into your offer on time get a 20% discount. This makes them feel rewarded for their efforts.

Use these three factors as leverage when writing a call to action.

The KISS Principle: Writing A Simple Call To Action

Not all call to actions are written equally. Some use long, complicated words that are hard to pronounce. As not everyone is capable of reading at a high level, you’ll want to avoid these at all costs. 

Remember the KISS principle: keep things simple. This means using as few words as possible when writing a call to action. The last thing your reader wants to see is a paragraph of text laid on top of a button. If it takes your reader more than 3 seconds to read your call to action, it’s too complicated.

For example, the call to action: Click Here To Learn How To Write A Powerful Call To Action Using Purpose and Urgency As Well As Leveraging Human Psychology To Trigger Human Emotions And Gets Your Readers To Click 

Could be a call to action to drive someone to this blog article, because it summarizes exactly what is provided.  However, as you may have already guessed, it is actually an example of a poor call to action. This is because it is too damn long.

Compare that to a call to action that says: Click Here To Learn The Science Behind Writing A Powerful Call To Action

This call to action is the exact same as the first, except it uses fewer words. The shorter and simpler your call to action is, the better.

Three Examples Of Call To Actions Ranked From Good To Best

Writing a call to action allows you to be very creative. In fact, the more creative you are when writing a call to action, the better it performs.

People have short attention spans. If you want to get their attention, you need to do something that stands out. This is why copywriters focus on coming up with great ideas. Behind every great piece of copy is an even greater idea.

Writing a call to action follows the same principle. A call to action that stands out is one that has a great idea behind it. For example, let’s say you had a product that could make people young again. Here are some examples of call to actions you could use:

This Magic Pill Will Turn You 20 Again

What do you think about this call to action? Examining it, we can see it works: it’s short, simple, and explains to the reader exactly what they can expect. By clicking on this call to action, they will learn about a magic pill that can make them young again.

However, it is not the best it can be.

SHOCKING DISCOVERY: The Youth Pill That Scientists Don’t Want You To Know About

What’s different about this call to action from the first one? It arouses curiosity.

The first thing you notice about this call to action is that it uses the phrase “SHOCKING DISCOVERY”. This is another way to make your call to action stand out. Labeling an offer with these terms makes people curious. People love to keep themselves up to date with the latest news. By including terms such as “breakthrough” or “never before seen”, you can make your call to action stand out.

This call to action is better than the first. Do you think we can still improve it? Let’s look at example #3.

Scientists Are Claiming This Magic Pill Turns Seniors Into Teenagers

Take a few minutes to examine this call to action. What stands out? How does it make you feel? What is going through your mind?

Reading this most likely made you feel a certain way. You might have felt like it is too crazy to be true. Besides arousing curiosity, it also appeals to people’s emotions.

When your reader thinks something is too good to be true, they are actually in denial. Their minds think it is false, while their emotions want to know more. This makes them feel conflicted. To resolve this internal conflict, they simply have to click and see for themselves what the fuss is about.

Storytelling is another effective way of making your call to action stand out. The phrase “turns seniors into teenagers” tells a story. Someone who reads this call to action might visualize a frail old man becoming young again. Their hair grows back to a shade of color it was when they were young; their skin transforms from wrinkles to firmness and elasticity. The old man in their vision might even toss away their cane and jump into the air at their newfound youth.

writing a call to action

Remember that emotions determine a person’s behavior. Writing a call to action means incorporating many triggers to make readers click. This example uses three triggers:  it arouses curiosity, evokes emotion in the reader, and tells a story.

This call to action is strong because it uses so many triggers. The more triggers you can incorporate into a call to action, the more you influence your readers to click.

Use emotional triggers to convince your audience into clicking a call to action. Click To Tweet

Get Access To Instant Scripts Today

The most effective way to learn how to write a good call to action is to study examples. This is why we have included many examples in this article. By breaking down the science behind a call to action, you gain an in-depth understanding. 

Good copywriters spend a lot of time studying other people’s work. When they see a call to action that stands out, they stop to analyze it and study the triggers used. The more examples they come across, the better they become at writing their own calls to action.

Like with any skill you learn, practice is crucial for improvement. Writing a call to action that performs well follows the same principle. If you want to get good at writing calls to action, you need to study many examples.

Instant Scripts allows you to create sales copy instantly. Instead of spending hours thinking about what to write, you can simply ask the program to do it for you. It’s a tool that helps copywriters become better at what they do. By studying why the program uses certain words and phrases, you can further your copywriting knowledge and write a killer sales copy. If you want more details, get access to Instant Scripts here.