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Increasing Awareness and Understanding About Call to Action Marketing

A call to action or CTA is a marketing style intended to trigger an immediate response or encourage or entice an immediate sale. It uses words, phrases or sentences which can be incorporated into advertising messages, sales scripts or web pages, encouraging customers to take immediate action. When it comes to marketing principles, a call to action is an instruction to the target audience uniquely designed in provoking an immediate response, using an imperative verb such as “find out more'”, “you may visit our store” or “call now”. Others forms of call to action lines also provide strong reasons to customers why they need to purchase a product immediately such as an offer that is only available in a limited period (e.g. ‘limited stocks available’ or ‘offer will expire soon’).

Providing customers with compelling reasons to purchase immediately rather than deferring purchase decisions is the key to a powerful call to action. A CTA may come in a form of demanding request, requesting a consumer to buy the product or provide contact information and personal details, or non-demanding request such as “watch this video” or “choose a color”. Direct marketing companies are using CTA on their catalogs, flyers, brochures and email campaigns in order to show consumers how to take the next step further and to create a sense of urgency surrounding an offer. Call to action are usually incorporated in the best lines of the most effective sales scripts because it has long recognized by successful sales representatives that specific words, phrases, and sentences are able to elicit desirable responses from prospective buyers. When it comes to web design and development, a CTA can be a website button, a banner or some type of text or graphics that prompts an online consumer to click it, and to continue down a conversion funnel which plays a crucial part of inbound marketing.

There are three essential things in common among call to action tag lines which include no obligation statements, instructing people what to do next and encouraging people to respond to a positive way. No obligation statements reduces or removes the risk involved in trying out a product or service and in many cases, direct marketing companies are asking or encouraging people to try a free trial rather than a purchase. Call to action lines use standard direct response and they do not leave a room for people to wait or think about your offer. Online consumers are more comfortable responding to digital offers so you do not really need to provide the instructions. For other related articles on marketing, feel free to visit our website.