Provocative Words for your call to Action

by Paula Pollock ~ ABWA Member

After writing a passage on your website, newsletter or blog its not uncommon to be "mentally spent" when it comes time for the most important part: your call to action (or CTA as I will use here forward.) I even lock up sometimes. But, knowing that clients need this important piece in their copy I've created a list of words that prompt me to write something compelling every time.

"Click Here" is so Yesterday - Have you ever searched "click here"? You go to an Adobe download page. They locked that in so early in the internet game. You should avoid using the word "click" as it's practically white noise today. If you're trying to generate leads online, come up with something more compelling.

Refer Back to Your Target's Triggers - If you have done your target market persona work you should have created a good list of triggers for your target. If you're late to the party, triggers are the phrases that resonate with all the psychological traits of your ideal client. You really need this step to create solid CTAs. E.g. You wouldn't use the action word "correct" for an egocentric target. (They don't think they have anything to correct, unless its for someone else.)

What Do You Want Them to Do? Based on what your copy is about you need to assess what you have the right to reasonably ask of them at this time. Inbound marketing is like dating. You wouldn't propose on the first date. You need to court your prospect. If they have read through a longer piece with details on your services, then you can ask for appointments and conversions. Odds are, they looked around your site, blog and newsletter already. The newest visitors need to be provoked with subtly.

Pick a Word and Write - Here is a list of a few action words that can help you get started. If you are really at a loss you can find plenty of books that break words down into industries and market segments. I have found a good target persona grid with triggers is even better as you will immediately know the types of words to choose for that individual.

buy call choose
compare correct complete
decide

demonstrate (demo)
evaluate improve organize
plan receive request
schedule select shop
solve test upgrade weigh

These words need not start your sentence, but the are the actionable part of your CTA. Choose the most relevant to your target and compatible with your message. And of course, be sure to capture this lead into a lead nurturing program. You don't want to lose them once they have shown interest.

Paula Pollock is CEO of the Pollock Marketing Group - an inbound marketing agency located in the San Francisco Bay Area that focuses on online lead generation and the foundational elements that drive successful campaigns. You can receive a free copy of her 2011 Online Lead Generation Playbook at http://ht.ly/3OV7X. www.pollockmarketinggroup.com Paula is an ABWA member in California