Call To Action (CTA)

4 Questions to Refocus your Call to Actions (CTA)

Lauren Tighe Blog, Content, Marketing Leave a Comment

So, when a reader says “what now?” this is your cue. This is your golden ticket. Add your hook and pull them in. If you are a bit confused, that is normal. In the advertising world, the answer to “what now?” is the Call to Action (CTA). Typically, this is a short phrase of three to four words showing the reader the next step. For example, “Book Now!”, “Click for More!”, or “Call Today!”. But, just like the writing process, creating a CTA requires brainstorming. Below are five questions to start your CTA. The most important rule? Have fun!

1. Who is the reader?

Start with this question. Your ad is not just about your office, it is also about the patient. First, recall what the reader values, looks like, and wants to hear. What would spark their interest? For example, if you live in a casual community your CTA may be “Let’s Chat”. But, if you live in a sophisticated area the CTA may be “Call for More Information”. Remember, your ad is for the patient. Talk to them in their dialect.

2. What ought the reader do? (W.O.R.D.)

Yes, this phrase is overused but, you’ll remember it! Should the reader call? Click? Fill-out a form? Book an appointment? The possibilities are endless. So, don’t leave the reader confused. The CTA should clearly explain the next step. If you want them to fill out a form say, “Tell Us About Yourself” instead of “Let’s Talk”. The W.O.R.D. on the street is clarity.


3. What does the reader want?

If a sale on Invisalign caught your reader’s eye, then the CTA should lead them to purchase. In this case, use CTAs like “Use Coupon Code: SALE” or “Click to Redeem”. All ads should have a central message. And, the most effective ads give an offer. Like, a sale, coupon, or deal day. To make your ad sweeter, make a CTA that leads to the offer.

4. What will the reader get?

Or, you could say, where are you taking the reader? What is on the other side of the CTA? Is it a form? coupon? a landing page? When designing your CTA, remember that this is a directional sign to the next step. Many practices point traffic to a landing page on their website that is only accessible through a link on the ad. This makes it easier to track traffic. Remember, the most important tip is to continue one concise message!

So, what should you do next? Start brainstorming! Of course, the best place to start is somewhere. Remember, practice writing CTAs. And, never hesitate to ask for advice from the Lucent Spot Marketing team. We are here to help!

What was your best Call to Action (CTA)?

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