Kyle Fernandez argues that asking viewers to like, comment, or subscribe before delivering value violates Cialdini's reciprocity principle. He compares it to a store clerk demanding a sale without greeting the customer. Save direct CTAs for the end, after you've given the audience something they can actually use.
The first call to action, which is the most overused and the most misunderstood one, which is the direct call to action. The direct call to action is what 90% of creators default to. Like, comment, subscribe, click the link below to join now. It's straightforward, clear, and confident, but if it's used too early, it actually reduces conversions. But why is that? Because it violates the principle of reciprocity. You're asking before you're giving anything valuable. In Cialdini's research, people were more likely to take action when they felt they received something first. Whether that be a sample, an insight, or a favor. Think of it like this. You walk into a store and the clerk immediately says, hey, want to buy this? No hello, no context, just demand. The direct call to action can work, but only after you've built trust and delivered value. Typically, it's used at the end and only after you've given someone a real win. And the win would be some tangible knowledge that they could use in their next video, like what I just gave you now.
