Compelling Calls to Action?


Call to actionA compelling call to action is the key ingredient in every marketing plan. In post card and email campaigns, you’re limited in scope to a very small space in which to reinforce interest and tip prospects over the edge to buy. So what makes for an effective call to action?

Location Location Location

When my wife and I were writing the business plan for our Salon, she told me our success depended heavily on location. In fact, she repeated location, location, location over and over. Why? In the hair styling industry, you need a constant flow of walk-in traffic to augment your existing clientele, if you want to maximize your growth. It’s not much different cross-industry.

attentionYou need to capture your prospects attention immediately

In an email broadcast, positioning your call to action above the scroll puts your message where? In the preview pane! Lots of folks never scan beyond their preview panes. In a world dominated by immediate gratification, this compares to being in the top ten of search engine results. You need to capture your prospects attention immediately. How? Location! You want them to be able to simply glance at the preview and click.

Multiple calls to action

Is just one call to action enough? Strategists reason by giving multiple calls to the same action, in different sections of your broadcast, you lend weight to the call. The first call to action may be intriguing, prompting your prospect to read further (benefits/solutions), followed by second call to action that puts them over the top – they’re convinced. If you change up the wording or offer different solutions in multiple calls to action, you risk confusing your viewers.

SaleWords and Emotions

Sales are emotional transactions. Setting the right tone puts your prospect in a buying posture. Using power words that demonstrate force (in your face) and personality make a strong impact. You’re looking to prompt specific reactions from their point of view. And it isn’t just the words – it’s their perception of the words. What’s more appealing to you (on the same product) – 20% off or $150 off? My guess would be $150 off. Why? Because 20% is an unknown quantity. It sounds good, but requires some calculation. I understand $150 off immediately.

Text or Images?

The goal is to draw attention to your call to action. Extensive testing has shown that what works for some doesn’t work for everyone, and changing up between text and images works better than locking into one or the other. A word of caution when using images for your call to action – some readers may have images disabled, so always add ALT text attributes to your images.

stopDoes size and color matter?

In testing, it’s been reported that bright colors outperform other colors, and orange, in particular, does very well. I’ve seen a lot of red calls to action, but subconsciously, red means STOP. A good test to determine if your call to action is the proper size and color is to stand about 10 feet away from your ad and see how easy it is to pick out.

My Recommendation to Increase Click Through

Wording is key. Instead of using Buy Now, Buy, Order, Order Now or any similar wording, change your call to action to ADD TO CART. Put it where it’s easily seen and your conversion rates will increase.

Add to Cart

Brought to you by ProlimeHost

We’ve been in the web hosting industry for over a decade, helping hundreds of clients succeed in what they do best and that’s running their business. We specialize in Virtual Private Servers (VPS) and dedicated servers, with data centers in Los Angeles, Denver & Singapore.

VPS Services: Lightning Fast SSD Virtual Servers
Our Virtual Private Servers all feature high performance Xeon processors and SSD storage in a RAID10 configuration to optimize your server’s performance, which dramatically enhances visitor experiences on your site.

That speed is backed by unparalleled 24/7 support, featuring both outstanding response AND resolution times to maximize your uptime.

Now is the time to join the ProlimeHost virtual private server revolution.

Dedicated Servers: Backed by a 99.9% SLA network uptime guarantee

We only use enterprise-class hardware in our dedicated servers and offer a four (4) hour hardware replacement. Throw in IPMI for remote management, support for public and private networks, free operating system (OS) re-installs, and SATA, SAS & SSD (including NVMe) storage. Call +1 877 477 9454 or email us at We’re here to help.


Leave a Reply

12 − 10 =