Definition:
The portion of ad copy that prompts customers to take a specific action. Popular calls to action include "click here to buy now," "enter your email to join today," or "use our secure form to order."
An effective call to action should generate a sense of urgency. This can be achieved by:
- Giving a deadline for the action. Tell customers that prices will go up after the promotional period.
- Informing customers that the items are unique or that only a limited quantity is available.
- Offering a gift, discount, or free trial.
A good call to action should also be direct and clear. Avoid passive ad copy like:
- You know what to do.
- Look around and see what you think.
- The choice is obvious.
Also Known As: CTA