The call to action (CTA) is too often an afterthought in school campaigns. Yet, it’s one of the most critical elements; the moment that tells your audience exactly what you want them to do. Why spend hours crafting the perfect headline, only to undermine it with a vague or ineffective CTA?
The psychology behind the words you choose is crucial – so what do you need to consider to move people from hesitation to action?
1. Clarity
Be sure you know what you want people to do (may sound obvious, but is not always the case!) and leave no grey areas:
2. Avoid a sense of obligation
People can naturally feel sceptical of commitment – put them at ease by using language that does not make them feel tied in:
3. Make the benefit clear
Make it clear what is in it for them:
4. Urgency
Procrastination leads to inaction, give people a reason to do it now, not later:
5. Be human
One word CTAs and formal language can feel cold:
6. Use positive language
Use action-verbs and convey energy, enthusiasm and positivity:
Designed for action:
Getting the words right is only half the story, key design considerations for your CTA include:
Strategic placement – where does the CTA fit in with the hierarchy of your campaign? Do you need multiple CTAs?
Contrast – how do you ensure it’s not missed?
Shapes and icons – can symbology be used to encourage action?
