Call to Action Strategy: How to Create a Powerful Call to Action

Lead Generation

How do you create a powerful call to action?

Tell people HOW

Tell people to act and make it easy for people to purchase. When you make it easy and give people as many options as possible, you'll experience an increase in sales.

In your marketing material, give people a variety of response options — call, fax, email, mail or visit a website. The reason why this works is because some people find it easier to pick up the phone and respond to an ad. Others find it easier to send an email. And some like dropping by face-to-face.
When you make it easy for people to pay, your sales increase as well. So — feature as many payment options as possible — credit cards, direct debit, financing, lay by etc.

Tell people WHEN

As we mentioned earlier. many buyers tend to shop around, compare different products and offers then think about things for a while. When it comes to making a decision on what to buy then handing over money they tend to procrastinate.

To maximise your sales success, it's vital then to stop that procrastination from occurring so they DO buy. The way to do that is to create a sense of urgency. Create a sense of urgency by making them a limited offer that offers them savings or other kinds of benefits if they purchase right now. And/or you might also mention the pain that will occur if they don't act now - if they DO wait too long.

That pain might be something associated with NOT experiencing the benefits of the product now... like enduring more arthritis pain by not using your product... like missing out on more fun activities with their kids because they're too unhealthy/un-fit/overweight to participate.

Or it could be the fact that you only have a small number of products available in stock at this price and if they don't act now they'll miss out.

In sales copy you can create a sense of urgency by using words like:

  • Today
  • Hurry
  • Offer ends 30-03-08
  • Only 30 seats left, so hurry!
  • Limited offer
  • Act now to avoid disappointment

It isn’t enough to tell people to act now. You need to be very specific about how you want them to do that.

Tell people WHY

When you ask for the order (whether it’s in a face-to-face situation or in your sales copy) always summarise the reasons why they should order. In other words, summarise the major benefits of purchasing or taking the next step.

For example: “Take your first step towards sacking your boss. Enrol in the course today and you'll be working for yourself earning a fulltime income in no time at all."

lf the next step you want them to take is to request a consultation, summarise the benefits of the consultation.

“So — before you build your next house, make sure you’re armed with all the facts so you can avoid these mistakes and save thousands of dollars in the process. Arrange your FREE copy of “16 Costly Mistakes People Make When Building Their Home and How to Avoid Them and Save $1000’s". To do that just call 1800 xxxxxx or visit our website at"

Lisa Ormenyessy

Business Coach and Marketing Specialist at

I help SME's gain leads easily without breaking the bank. Talk with me and discover how to spend your marketing dollar and achieve sales using simple, proven, low cost strategies. | SavvySME Members Only Offer - Request your Free Marketing Review Session (valued at $397) & identify the hidden opportunities in your business & put a stop to the expensive leaks in your marketing

Comments (1)
Jef Lippiatt

Jef Lippiatt, Owner at Startup Chucktown

Overall another great article. I think when using urgency it's better to focus on the benefit rather than the consequence of not. Both are powerful emotional plays, however, a positive position will make a better lasting impression (of the company) in the customer's mind.