The Call To Action (CTA) is the point where you tell your reader what to do, whether it’s in your appeal letter, on your web page, in your email campaign, or on a response device.
It’s at the CTA when copywriters can get the gift or the new contact or the mention. (Or not.)
And why is that?
You’ve done a great job arousing interest in your reader. You’ve shared the need powerfully with data and stories, arousing your prospect’s compassion and moving her to say, “Wow, I’ve got to do something!”
It’s at this point that your piece may fail … simply because she cannot connect the dots. She sees the problem but you haven’t yet told her what action will provide the solution.
There’s an easy way to prevent that. State clearly to the reader what you want him to do next.
Before you write your CTA, identify the action you want from
the prospect, such as:
Once you know what you want the reader to do, write your CTA. But be forewarned: this is not a time to pussy foot around, massaging your copy. This is the point at which you must write plainly.
You needn’t be pushy, but you must be clear. State beyond a shadow of a doubt what the next step is.
"Take the enclosed response device, fill it out, and drop it in the mail …"
"Click here to give a gift for …"
"Complete this form to sign up …"
"Enroll by …"
"Log on and post your comments before …"
"If you respond by [date], then …"
A good CTA is simple. Just tell them what to do. (Like I just did.)
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