PPC

7 Tips for a Killer Call-to-Action

Published

2 months ago

October 18, 2023

Read to the end of this blog post to receive $1 million!

Oh, if only that were true. However, now that you’re thinking about the proper way to motivate someone, let’s talk about the mighty call to action (CTA).

A CTA is the most important element in most marketing messages. Whether you want people to place an order, set an appointment, or subscribe to your email, CTAs are the final step in making it happen.

Look at that blue call-to-action button telling us what to do next.

But how do you write a good call to action?

In this guide, we’ll show you how to craft the type of CTAs that jump off the screen and get people to do the one thing you really want them to do. Maybe you won’t get a million dollars directly, but with your new CTAs at the ready, you’ll generate a lot more business. And that’s almost as good.

What is a call to action in marketing?

In marketing, a call to action, or CTA, is a word or phrase that tells your target audience what to do next. They can be plain copy, but they’re often clickable links either in text or in a CTA button.

call to action - screenshot of a landing page from brand Bark Bright

You can use CTAs in just about any type of marketing message. In fact, a customer might see several CTAs as they move from unaware prospect to repeat buyer.

For example, someone might click a “learn more” button on your Facebook ad, then click a “subscribe now” button on your landing page, then click a “buy now” CTA button from your newsletter.

🚨 Boring CTAs won’t cut it. Download this free guide of the 36 best call-to-action phrases ever and start using conversion-boosting CTAs.

Benefits of a good call to action

A call to action is a signpost that leads people down the road of becoming a customer. It helps to keep prospects moving toward that goal so they don’t veer off and get distracted.

These examples show the influence of a great call to action:

Emails with a single CTA increased clicks by 371% and sales by 1617%.
CTAs on a landing page increased clicks by 80%.
Adding well-placed CTAs increased revenue from blog posts by 83%.

Let’s look at how to create these types of irresistible CTAs.

How do you write a good call to action?

A good call to action will attract attention and make it hard to resist taking the next step in ads, emails, landing pages, and more. Read on to learn how to write CTAs that drive conversions no matter where they are (see what we did there?).

1. Use a strong verb to start your CTA

You don’t have a ton of space to get your point across. Don’t dilly or dally. Let your audience know exactly what you want them to do by leading each CTA button with an action verb.

call to action - screenshot of a call to action page promoting free gift

There are different action verbs depending on the type of business you run and what you want your customer to do. Here are a few ideas:

For an ecommerce website: Start your CTA with words like “buy,” “shop,” or “order”
If you’re promoting a newsletter or piece of content: Start your CTA with words like “download” or “subscribe”
For a service-based business: Try CTAs that begin with “call now” or “book your appointment.”

What you don’t want is to simply say something exists. “Our newest fashions are available” won’t stir people to action, whereas “click here for the latest trends” feels kinetic and is more likely to improve your click-through rate.

2. Include words that provoke emotion or enthusiasm

If you want more clicks and conversions, you need to elicit a strong response from your audience. An enthusiastic CTA that taps into emotional copywriting is just the thing to get it done.

call to action - screenshot of a landing page from brand Done Done

Let’s say someone is looking to book a trip with their family. They come across a CTA like “plan your dream vacation today!” That’ll get them hyped and thinking about what their dream vacation looks like. They’ll eagerly click the link in your ad.

Some other ways your CTAs can tap into emotion include:

Reducing risk and insecurity
Building trust
Creating urgency
Communication value

Don’t forget punctuation. Add an exclamation point to the end of your CTA to max out the excitement. It’ll make your CTA pop and give it a little extra kick.

3. Give your audience a reason to act

In other words, tell people what’s in it for them if they click. Will it help them do their jobs better, lose weight, or save money? This will tie in heavily with your value proposition, or unique selling point (USP). Your USP is arguably one of the most important pieces of acquiring new leads, so creating a nice USP/CTA mash-up is a great way to increase clicks.

call to action - screenshot of landing page with CTA from brand slider

A good example of a call to action here would be something like “call us to start saving money today!” Not only have you stated the action you want the user to take (call today), but you have also provided them with a reason why they should take that action (save money).

4. Take advantage of FOMO

This is actually one of my favorite tactics when it comes to a successful CTA. Fear of missing out, otherwise known as FOMO, is an extremely effective motivator. When people think they might lose out on an opportunity that might not come around again, they’ll be mighty quick to hop on the bandwagon.

One of the best uses of FOMO in your CTA is to mention a sale or promotion that your company is holding, and which won’t last forever.

call to action - Screenshot of an ad with CTA for shop now

You probably get emails with this sort of messaging all the time, I know I sure do. I’m talking about messaging like “Shop today! Sale ends on Monday,” perhaps during a three-day weekend. Or even “buy now while supplies last!” during the holiday season. It’s tough to ignore a prompt like that, especially during a time-sensitive, under-the-gun type of situation (e.g. the Christmas season).

Similar to provoking enthusiasm as we discussed earlier, provoking fear of missing out in your CTA is sure to get you some additional clicks.

5. Match CTA to device type

Creating a killer call-to-action is important, that’s no secret. But I also urge you to consider customizing your CTA based on the device being used by your audience. Google considers desktop and tablet as the same device, since the screen sizes are roughly the same. People also use them for search in similar scenarios.

For example, someone sitting on the couch at night sees an ad on TV for a product they’re interested in. It’s common for them to grab their laptop or tablet and search for more information on it. It might be best to lead them with a “learn more” or “shop now” CTA.

However, mobile devices tend to have different user behavior and search intent than desktop/tablets. Since 80% of searches for local business on mobile devices convert, it’s prudent to tailor your CTA based on device..

One big difference between desktop and mobile is that on mobile, people have the ability to place a call from the device they’re shopping with. My advice is to create more phone call-centric CTAs that appear on mobile devices, especially for service-based businesses. This lawn care company has a clickable phone number on their landing page.

call to action - screenshot of a landscapers website with clickable phone number

Some possible CTA phrases to try could be “call now to get started” or “call us today for more information” to guide your target audience to take the action you want them to take.

6. A/B test your CTAs

A good, old-fashioned A/B test is a great way to identify which CTA’s bring you clicks, and which CTA’s bring you frowns. While your tried and true calls-to-action like the ones we’ve already discussed are always good to use, you really never know how they’ll perform in your account until you actually use them.

call to action - Comparision of two ads from Dewalt

Digital marketing is definitely a game of trial and error (which is why it can be frustrating!), and your calls-to-action are no exception to the rule. Something could look great on paper, or may sound great when a colleague recommends it to you, but the only way you’ll absolutely know for sure if something will work for your account is if you test it out.

Your target audience may not respond well to what could be considered a “surefire CTA,” which is enough to make you pull your hair out. By A/B testing, you can trial some creative CTAs and compare them to your old standards. If your target audience isn’t responding well to your ads, you might as well try to think outside the box a bit!

Start with:

Check out today’s deals!
Fill out a form to get started
Call today for more information

And test against:

Tons of deals at your fingertips
A healthier life starts now!
Don’t miss out, call us today!

7. Add numbers when possible

We consumers respond well to seeing numbers such as pricing, discounts, promotions, incentives, etc. It helps us to determine whether or not it’s worth splurging on items we desperately want, but probably aren’t essential to everyday life. So when the opportunity arises, why not appeal to your target audience that way?

I am always a big proponent of including pricing information in your ad copy in general, and that includes your CTA. If a user sees your pricing information in your ad, and decides to click through to your site, then you know they are still interested in the product or service you are offering. Now you know you have yourself a valuable click, and an increased chance at generating a conversion.

call to action - landing page from brand Luna with subscribe CTA

But, if you don’t include your pricing information in your ads, someone may click through to your site, excited about your products/services, but then get scared off by your prices. Now you have yourself a less than desirable situation. This leads to the dreaded wasted spend in your account, and who wants to deal with that?

Try experimenting with your pricing information in your CTA, as well as any other applicable numerical information. A CTA such as “Shop today for TVs under $300!” not only shows a user how little they will pay for a TV, but it also hits on the FOMO element as well (pretty sneaky huh?).

If you run a special promotion for shipping, you could try something like “order by Sunday for 1-day shipping.” Maybe you are an auto body shop looking to incentivize your audience with a discount; your CTA might look something like “Book today! 15% off your next visit.”

👋 Want more tips on creating ads that convert? Get your copy of our free all-star playbook for online advertising.

8. Be bold in your CTA copy

This can be a little risqué, but adding a dash of brash to your CTA copy can be pretty effective in catching someone’s eye.

call to action - screenshot of an ad for a conference with a bold CTA

One option that can be tough to pull off is using negative words to motivate a person to change something they are self-conscious about. For example, if I was on Google looking to lose weight and saw a call-to-action such as “end your crappy diet today,” I might just want to click. Sure, it’s a bit over-the-top, which is why I recommend using this technique sparingly, but it definitely commands attention.

Here’s another example. Say I want to fix the brown patches in my lawn. I’m perusing Google and see an ad with a CTA like “your yard sucks, let us fix it.” Not only would I probably chuckle, but I would also probably click just to see exactly what that lawn company could do for me. You’re walking a fine line with this technique, but it can pay off.

Boost conversions with strong calls to action

Whether it’s on your website, social media ads, search engine listings, or newsletter, a well-written call to action will get more people to take the next step toward making a purchase.

Remember these eight tips to write a good call to action:

Use a strong verb to start your CTA
Include words that provoke emotion or enthusiasm
Give your audience a reason to act
Take advantage of FOMO
Match CTA to device type
A/B test your CTAs
Add numbers when possible
Be bold in your CTA

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Related Topics:CalltoAction killer seo tips

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How to Make a Click-Worthy YouTube Thumbnail (+Free Tools!)

Published

21 hours ago

December 7, 2023

Max

How to Make a Click-Worthy YouTube Thumbnail (+Free Tools!)

With millions of videos vying for attention, your YouTube thumbnails serve as the first point of engagement for potential viewers. These seemingly small images carry significant weight in attracting clicks and views.

YouTube thumbnails provide a snapshot of your video content, setting expectations for what viewers can expect. A well-crafted thumbnail not only piques interest but also conveys the essence of the video.

In this article, I’ll share everything you need to know about YouTube thumbnails, including tools to create them, tips to keep in mind, and other lessons I’ve learned from running my own YouTube channel.

What is a YouTube thumbnail?

A YouTube thumbnail serves as a visual snapshot of what a video contains. It appears as a small image next to the title of the video on YouTube’s search results page, related videos section, or the recommended videos section.

This image plays a crucial role in attracting potential viewers and encouraging them to click on the video. The design and content of this thumbnail often influence the decision of a viewer to watch the video or not. Therefore, it holds significant importance in the world of YouTube content creation.

YouTube thumbnail size

The best YouTube thumbnail size is 1280×720 pixels. This is an aspect ratio of 16:9. The minimum width you should shoot for is 640 pixels.

You should also shoot for a relatively small file size—under 2MB. YouTube thumbnails can be saved as JPGs, GIFs, or PNGs.

YouTube thumbnail tips

Your YouTube journey begins with a single image—the thumbnail. This seemingly small, but critically important element is the initial gateway for your viewers.

“If people don’t click, they don’t watch. So, you want to give them something to click,” said YouTube star MrBeast.

Here are some tips to create effective YouTube thumbnails.

Make them engaging

Think of your thumbnails as digital hooks to capture your audience’s attention. Make them visually striking, vibrant, and engaging.

💕 Want more tips and ideas? We’ve got 130+ for you! Get the guide >> 130+ of the Best Online Marketing Tips for Generating More Traffic, Leads, & Sales

Be consistent

Building a recognizable brand on YouTube starts with consistency in your thumbnail design. A uniform style helps viewers easily identify your content. In addition to consistency in your thumbnail design, keeping a close eye on others in your field who share your audience is a smart strategy.

Checking out what your competitors are up to can give you helpful clues about how many people click on their stuff. This helps you see how your channel’s look, content, titles, and colors stack up, so you can ensure you’re putting your best foot forward.

As you can see below, MrBeast’s thumbnails are visually striking and attention-grabbing, featuring bold colors, expressive facial expressions, and compelling imagery. He maintains a consistent style in his thumbnails, making them instantly recognizable to his viewers and helping build a strong brand presence on YouTube.

Represent your video accurately

Your thumbnail should provide an honest representation of your video. Misleading thumbnails can lead to viewer frustration and backlash.

Create an emotional impact

It’s well known that emotions are contagious. This means that watching someone else have an emotional reaction to something can cause you to have the same reaction.

Humans react to other human faces, and it’s an easy trick to get more people to click on your YouTube videos. Humans will naturally assess the emotional state of the face. When their mouth is open, it’s usually to show that they are surprised. When someone sees this surprised reaction, they are enticed to see what is so surprising.

🚨 Speaking of emotion…get our free guide >> 135 of the Best Words & Phrases for Marketing with Emotion

Learn and adapt

Continuously analyze your analytics to adapt your content and strategy based on audience feedback and changing trends.

The thumbnail below was my first to go well (in relation to my other videos). The simple title in the thumbnail, the upward arrow, society’s current fascination with ChatGPT, the length of the video, me in it—smiling and wearing something that matched the color scheme of the thumbnail. These are things I took note of as potential drivers of success for future videos and thumbnails.

Source

Free YouTube thumbnail makers

Here are a few YouTube thumbnail creation tools to try, including the one I use for all my thumbnails.

1. Fotor

I use an app called Fotor to create my thumbnails. Fotor is a fantastic all-in-one platform that makes thumbnail creation a breeze. It’s an easy-to-use photo editing and graphic design tool, available in web, desktop, and mobile versions. It provides a full suite of tools that cover most image editing needs, including face retouching and image-generative AI.

Fotor also includes advanced AI-powered tools such as background remover, image enlarger, and object remover, which make complex edits simple.

I created a super simple video walkthrough where I use it to create a YouTube thumbnail. Check it out here.

2. Canva

Canva is a design tool (with a free option) that can help you create impactful YouTube thumbnails. Simply navigate to the site, choose YouTube thumbnail as your design option, and find an already-created template to customize or create your own design.

Within Canva, you can adjust colors, add your own images, and brand your YouTube thumbnail with your business logo.

3. Visme

Visme is another online design tool that makes it easy to create YouTube thumbnails. Like Canva, Visme has already created templates that you can choose and customize according to your branding.

Simply choose your template, customize it, download it, and you’re all set!

Start making effective YouTube thumbnails with ease

Creating a great YouTube thumbnail is only one piece of the puzzle when it comes to effective video marketing on the site. But the right YouTube thumbnail strategy can help you build consistency, attract people to click on your videos, and increase engagement with your content.

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PPC

12 Holiday Emails for Customers (Templates & Examples!)

Published

3 days ago

December 5, 2023

Max

12 Holiday Emails for Customers (Templates & Examples!)

How to put your customers into a holiday slumber 😴 :

To our valued customers,

As the end of the year draws near, we’d like to take this opportunity to extend a heartfelt thank you to all of you for your support. Thank you for choosing us and we wish you a wonderful holiday season and happy new year!

sleepy bored face

Want to send an authentic holiday email this year that your customers will actually want to read? This is your cheat sheet!

How to use these holiday email templates

This post contains both the copy and creative you can use for your holiday customer appreciation emails. These emails are longer and more personalized—great for your most loyal customers or for businesses with a small client base. If you want shorter, more general copy, head on over to my holiday greetings and messages.

The copy is also pasted into some templates I made in Canva, which you can access with a free Canva account!

Here’s the link to the templates in Canva.

free holiday email templates in canva

Holiday customer email tips

In such a short piece of content as this, small details have big effects. Here’s how to get it right.

Express gratitude! Customer appreciation is the goal here.

Keep it short and use a conversational tone. This is an e-toast, not a live journal.
Be inclusive of all holidays, and be warm and positive, but not overly hyped—the holidays can be difficult for many people.
Make it visual with creative graphics or a team photo.
Share your growth and achievements to give customers a reason to stay confident in your business. BUT make it about them—the growth you achieved with their support. What you achieved together.
Connect it back to your mission (NOT your value prop).
Focus on the future. Speak to an ongoing relationship, but not through a CTA or sales promotion. Save that for your year-in-review email.

Words & phrases to make your holiday email message authentic

Take a gander through these words and phrases you can use that the other gajillion businesses out there aren’t using:

Instead of ‘valued customer’

Don’t call them valued, make them FEEL valued through your messaging.

Dear customers
To our awesome customers
To our customers near and far, old and new
To all of you
To each and every one of you
To the Baker & Co. family
To the SparkLife community
To you and your families
Dear customers, partners, and your families
Friends
First name (if you have a small list and can MANUALLY do it).

Instead of ‘exciting year’

It’s been a…

Lively
Rewarding
Exhilarating
Electrifying
Wild
Awesome
Zestful
Refreshing
Bustling
Bright
Spirited
Rousing
Rigorous

….year!

Instead of ‘as we approach’

Any “as we.” As we approach, enter, wind down, you know them all. How about:

Every year, I/we
If you’re like us, you are…
As the saying goes…
One of my favorite quotes is
Ask a question
Whether this email finds you ___ing, ____ing, or ___ing, we hope it finds you well!
As I sit here listening to [unique/meaningful/inclusive song name]
Exactly 11 months ago, we were…..
When we started out this year we _____. Little did we know…
Here at ___ we believe in ____, so…
One of our core values here at ____ is ____.
As I write this email, I’m watching the snow falling outside my window for the first time this year.
As it turns out…

Instead of ‘take this opportunity to’

Take THIS opportunity to remove yourselves from the mileu by using phrases like:

Words can’t describe our…
We’re reaching out to say…
We want you to know that…
We extend our deepest…
It is with pride and joy that we…

Instead of ‘thank you for your support’

Nothing wrong with this statement, but make it better with specifics.

Thank you for…

Trusting us with your ____
Using ____ for your ____ needs.
Confidence and loyalty to _____
How much you’ve [taught us, inspired us, encouraged us, etc..]
Choosing us as your ____ provider
Giving us a reason to come into work each day
Showing up to our events
Your reviews, social shares, votes
Positive vibes, enthusiasm

5 holiday email templates any business can use

To make your life easier, I’ve compiled some templates that incorporate the tips and words and phrases above. Check’em out.

If you want to You can also customize them in Canva