How to Craft a Strong Call-to-Action (And Why You Need It)

How to Craft a Strong Call-to-Action (And Why You Need It)

call to action text message marketing

A call-to-action is an important component for every successful text marketing campaign. They can significantly impact how responsive your audience will be and what kind of an impact your text marketing will have on your overall business goals. Crafting a strong call-to-action is essential for your success.

Not sure how to create an attention-grabbing call-to-action that converts? Here’s how you can compose text messages that inspire your audience to take action.

5 Steps to create a powerful call-to-action

You might be wondering how much emphasis you should really place on getting your call-to-action right. Getting the call to action right is important. How important? For example, emails with just one call-to-action increased click-throughs by 371% (WordStream) and a call-to-action on Facebook can increase click-throughs by 285% (AdRoll).

It’s always important to be aware of what you’re asking of your readers and how you’re crafting this ask. Your call-to-action has the power to transform the effectiveness of your marketing campaign.

1. Start with a verb

Action words are the easiest way to make your call-to-action feel immediate and compelling. They also help you cut down on words and communicate concisely, which is important when you’re sending a text as traditionally texts are much shorter than other marketing communications such as email.

Choosing which verb you’ll use can have a huge impact on your overall call-to-action. Ideally you want a concise call-to-action no more than about 10 words, so choosing a precise verb can help cut down the clutter in your writing and simplify your message.

Here are verbs you can consider for your texting call-to-actions:

  • Click
  • Run
  • Purchase
  • Buy
  • Download
  • Subscribe
  • Schedule
  • Meet
  • Discover
  • Register
  • Help
  • Find
  • Show
  • Create
  • Talk
  • Book
  • Request
  • Get
  • Learn
  • Order
  • Buy
  • Shop
  • Sign up
  • Follow

Get straight to the point with a direct, simple verb.

2. Convey a strong offer

An exclusive offer sent only to your text list is the incentive for them to respond to your call-to-action. You want to give them an offer that they can’t refuse, something valuable that will make it “worth it” to click on your link or visit your store. Here are some ideas of offers you can add into your call-to-action:

  • X% off
  • Buy one get one free
  • Bring a friend special
  • Free drinks special
  • Free dessert

Choosing the right offer for your audience is a crucial component that will help determine how effective your call-to-action is. That’s why you need to put extra attention into this step. Not only should you brainstorm with your team about offers that are likely to work with your demographic, but it’s crucial that you track the success of offers you try so you can continue to improve your strategy. Use tracked links or keep data on offer redemptions. Review this data before you launch your next mass text message marketing campaign. If you’ve planned automatic text messages, be sure to review your data regularly to make adjustments if needed. There’s no magic bullet to finding an offer that will work for your audience, the key to it is constantly listening to your customers and adjusting your strategy based on the response.

3. Consider your timing

Timing is crucial when it comes to text message marketing since most people will read your message within minutes of receiving it. That’s why a timely call-to-action can make the difference between an offer that soars or one that falls flat with your audience. Depending on the intent of your mass texting strategy is you might want a call-to-action that immediately brings people in store. Or, you might want to consider what else could be competing for the attention of your customers and create a call-to-action that adjusts for this. For example, if you’re a fine Italian restaurant trying to get people to visit on Super Bowl Sunday, you might want to reconsider the timing of your call-to-action if most of the crowds will be at a sports bar that day.

4. Use your creativity

Your call-to-action doesn’t have to be bland and formal. Feel free to spice it up with your brand’s personality, especially if your brand is known for embodying a specific persona. Here’s a tip: try to stay away from cliche phrases that have lost their impact and push your team to come up with fresh, original copy. Here are some suggestions:

Cliche: Get started today. Try this instead: Make today the beginning of your fitness journey.

Cliche: Get in touch for more info. Try this instead: Talk to us. We’re happy to answer any questions by text, phone or email.

Cliche: Visit us now. Try this instead: Shop in store today, we can’t wait to see you.

5. Be specific and create urgency

Try not to create a call-to-action that’s vague and doesn’t give readers a clear idea of what action they should take or what benefit they can expect. If your goal is for people to get in touch with you let them know how — can they reply to the text? Email you? Click a link? If you’re offering people a special deal, let them know exactly what that is. Use numbers whenever possible. Also, be specific on how long the offer will last. Let people know the expiry date to help create urgency.

Get comfortable editing

Even though you might feel like you came up with a great call-to-action on your first try, don’t be resistant to workshopping it with your co-workers. An easy way to do this is through chat, if you have an office chat software. Try coming up with five to seven variations of the call-to-action you want to use, paste them in the chat and start brainstorming. You can try to do this out loud in a group, or on a whiteboard, but chat is an easy way to show many iterations of the copy you want to use and typing is usually way faster than writing something out. It also allows several people to contribute at once.

Don’t forget that you can also split test more than one call-to-action to see what performs best. Sometimes two experienced co-workers will have an entirely different gut feeling about certain copy. The truth is, no one really knows what will work until you see the results, so don’t shy away from A/B testing and let the numbers guide you.

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