Most CTA's Suck - Do This Instead

22 Apr 2023

Watch on YouTube

This is a short transcript excerpt from a YouTube talk advising how to write effective email calls-to-action (CTAs). The speaker recommends minimizing the number of CTAs and links to avoid decision paralysis, focusing on one or two primary actions, and reframing CTAs as "calls to value" that tell users what they will get (e.g., “get our 10 best tips”).

One other tip that comes to mind too, like specifically for email is when people are writing emails they have like a million call to actions and it's like what do you want me to do as a consumer? If you're telling me 200 things to do, I can't do that. Too many choices, too many options, right? Lead to people becoming paralyzed with decision making. So fewer options, fewer links, fewer call to actions, the better, right? Focus on one or two primary things. So maybe it's read our blog post or follow us on social media or buy our product, right? Shop our sale. And when you tell people to do something, making the call to action, a call to value, then instead of just saying like sign up, it's like hey, get our 10 best tips here, right? So changing kind of the sign up to something of what they're going to get of value. So instead of like a call to action, it's a call to value.