“Persuasive marketing materials are incomplete without calls to action – you need to tell your audience what you want them to do, and why it’s going to benefit them,” shared Emily Sandberg, lead copywriter of Cars.com’s in-house creative team. “Be direct, concise and bold. And, if it’s appropriate and space permits, repeat yourself; visual and verbal cues can work together to compel your customers.”
Finding the right words can be difficult, so use these four steps as a guide whenever you draft a call to action.
Provide a specific next step
The core purpose of a call to action is to persuade a potential customer to interact with your business. It should always begin with a clear, no-nonsense verb (i.e. call, text, click, visit) that leads to an easy-to-follow next step. The ask you make should be convenient for the customer and make sense within context of the advertisement.
After you’ve determined the most appropriate action for a potential customer to take, highlight the value of taking that action. Value is most commonly conveyed through customer experience, access to information and incentives. Note that the last example below creates a sense of urgency with the shopper, a great best practice.
- Experience – Call today to speak with one of our award-winning vehicle consultants.
- Information – Click here to learn why the Ford F-150 is America’s best-selling truck.
- Incentives – Visit our website for a complete list of limited-time special offers.
While the literal action you ask customers to take will vary based on the advertising channel – “visit our website” in a TV or radio ad vs. “click here” on a digital ad – it’s important that the value connected to the action remains consistent. Differences can confuse shoppers and negate the work your dealership has done to build its brand message.
Deliver on the ask
It’s imperative to deliver on the action you ask shoppers to take. If you tell a shopper to “click” to learn more about new trucks, don’t have the landing page feature convertibles; if you push a customer to “call” for award-winning service, don’t let the call go to voicemail.
How does your dealership develop compelling calls to action? Share your advice in the comments section below.