Getting action from your call-to-action

The point of any marketing message is to get a response. Whether that’s a customer’s participation in a survey, a click through to your website or, the crème-de-la-crème of all responses, an actual sale.

Laura England, senior account executive. 

To prompt any kind of response, you need a call-to-action (CTA). This is the cheeky enticement in your PR or marketing material that will nudge the customer into doing what you want them to do.

You’ll have seen them before. Download now. Start your free trial. Register today. Claim 20 per cent off. In fact, all marketing messages should include a CTA — and if was any good, you wouldn’t have missed it.

How to write a successful CTA

There’s a reason it is called a call-to-action. When you are writing copy, be sure to use actionable text to encourage the reader to, well, act.

Rather than using compelling verbs like get, try or read, choose something with a little more authority. Submit, enter or click here are all more powerful options. That said, you don’t have to be a dictator. Emotive CTA’s can often be the most effective.

In fact, studies have proven that changing text from the second person ‘start your free trial’ to the first person ‘start my free trial’ can increase clicks by 90 per cent.

Remember, for the recipient, it’s all about them. A common mistake is to focus on what you want the recipient to do, whether that’s downloading a white paper, completing a survey or viewing a new product. You need to consider what they will get out of the exchange.

Let’s be frank, they probably don’t want to find out more about, let’s say, your automated box labelling equipment. However, they are likely to listen if you show them how to increase productivity in their warehouse.

All that being said, writing an effective CTA isn’t easy. To increase click-throughs from your marketing efforts, ask Stone Junction for help.

See what we did there?


Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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