A call to action is one of the most valuable tools authors have when leveraging their power as a writer to promote change.
A call to action is one of the most valuable tools authors have when leveraging their power as a writer to promote change. The utility of a well-written and purposeful call to action cannot be understated; when used effectively a call to action can inspire donations, campaign organization, and even grow social movements. What an effective political call to action can do is only limited by the persuasiveness and authority of its author.
Writing a call to action that can move readers and spur them to take political action is not an easy task. In this article, we will explore several ways authors can improve their ability to craft well-written and effective CTAs.
All great calls to action contain the same basic elements. Without these core components, a call to action cannot hope to move your audiences to act. Focusing on refining these elements of your CTA will result in better outcomes for your copy.
The basic structure of a call to action includes:
Additionally - if your call to action asks readers to follow a link, make sure the link is embedded somewhere obvious and that the link routes to the correct page. Including your link too early or too late in the copy may negatively impact your click-through rate; make sure you are strategic in both your CTA placement and where you place your links.
One of the most often neglected aspects of a call to action is your audience. Writing an effective call to action cannot happen in a bubble; you must keep the preferences and sensitivities of your audience at the forefront of your CTA creation.
To ensure your call to action resonates with your target audience, research them ahead of time. Using surveys or split tests are cheap and effective means for learning crucial info about your readers (i.e. their beliefs, their voting history); they can also be used to measure the efficacy of your call to action draft before you officially publish.
Calls to action that are tailored to their target audience naturally perform better, and aid in differentiating your messages from those of your competitors.
Ensure your call to action is effective by writing clear and concise instructions. A direct and punchy CTA helps to nudge readers in the direction you want them to go.
If you are having difficulty with your political CTA, try phrasing it in the form of a question.
Writing a call to action as a question can make your appeal appear more organic and less demanding. Forming your CTA as a question can also improve the overall clarity and direction of what you’re asking.
A call to action is an opportunity to drum up excitement for your cause, and engage readers on an emotional level. Driving them to act with a pertinent and exhilarating call to advocacy can inspire readers to take immediate action.
A call to action must seize the moment. The more relevant the call to action is to the topic discussed in your copy, the more readily readers can act on it.
Here are some examples of calls to action that could be used to follow-up an article about lobbying for single-payer healthcare.
The exact placement of your call to action impacts the reception of your call to action. Depending on the tone and length of your copy, inserting your CTA in the body of the article - while you have your reader’s attention - can bolster the click-through rate of your links.
In other cases, it may be more appropriate to leave your call to action for the very end; once you’ve given your readers all the facts, and have given them time to absorb your full message. Here are some examples of calls to action that could be added to the end of a piece on Supreme Court nominations.
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