12/03/2019

Daily Buzz: How to Write an Effective Call to Action

CTAs must be compelling

Be it newsletters, social media posts or website copy, all of your association’s messaging should prompt members to action. The key to increasing engagement? A compelling call to action (CTA), said Callie Walker on the MemberClicks blog.

Of course, every CTA will be different depending on the intended action. But these four principles can help you craft effective ones:

Keep it short. “When it comes to CTAs, less is definitely more,” she said. “You want it to be crystal clear what you want the reader to do.” So get to the point—but make sure members understand the benefit behind the action. “For example, will downloading [your] report give them insights that will ultimately save them time at work? If so, a compelling CTA might be, ‘Save time with these industry insights!’” Walker explains.

Make it stand out. A CTA that blends in with the rest of your content is likely to be missed. Give your CTA special treatment—a different font, color, size or design—to draw members’ eyes.

Alternate your approach. Your association likely has various CTAs scattered throughout its content, and using the same language increases the risk of callouts losing their impact. To prevent CTAs from going stale, switch up the verbiage. “At the very least, by switching up your approach, you’re increasing the likelihood that at least one of your messages will resonate with readers,” Walker said.

Increase frequency. “We mentioned how when it comes to CTA copy, less is more,” Walker said. “But when it comes to CTA frequency, more is more.” That’s because the more your message is in front of members, the more likely they’ll act on it.

Please select this link to read the original article from Associations Now.