In the world of digital marketing, the term ‘Call-to-Action' (CTA) is a familiar concept. It involves words and designs intended to compel a specific audience to follow through with an action. However, a new approach is gaining traction – the ‘Call-to-Benefit' or ‘Call-to-Value.' This strategy might distinguish between an instant purchase and an ‘I'll think about it later' response.
Understanding the Traditional Call-to-Action (CTA)
A Call-to-Action (CTA) is a marketing term that refers to a prompt that encourages the audience to take a specific action. CTAs are often encapsulated in phrases like ‘buy now', ‘book a free call', or ‘get in touch.' They are designed to stand out visually, often involving a different design element, like another color or a button.
Examples of Common Calls to Action:
- Sign up for our newsletter.
- Connect with us on social media.
- Download this free guide.
- Join our mailing list.
- Buy now
- Book a free consultation.
The Shift to Call-to-Benefit
While CTAs have their place in marketing, they can sometimes fall short when it comes to truly engaging the customer. This is where the concept of a ‘Call-to-Benefit' comes into play. Instead of merely prompting an action, a Call-to-Benefit emphasizes the value or benefit the customer will receive from the desired action. It's about turning a CTA into a value proposition that resonates with the customer on a deeper level.
Examples of call to benefits:
- Get your code for 50% off your next purchase here.
- Click here to learn how to get smoother skin for two weeks!
- Get our free guide to save yourself 22 hours next month!
- Subscribe here to access exclusive offers.
- Learn how to save time and money with our service.
Implementing Call-to-Benefit in Your Marketing Strategy
The key to implementing a successful Call-to-Benefit strategy is understanding your customer's needs and wants. What value does your product or service bring to them?
How does it solve their problems or enhance their lives? By focusing on these benefits, you can craft compelling messages that prompt action and build a stronger connection with your customers.
The Distinction Between Call-to-Action and Call-to-Benefit
While a Call-to-Action (CTA) is a visual element that entices a visitor to complete an action, a Call-to-Benefit, also known as a Call-to-Value, is a CTA that contains a value proposition. This provides the site visitor with more context to inform their decision. For instance, a button that says “Explore New Breed’s portfolio” explains what action the user should take and what they’ll gain from it.
The Importance of Context in Your Calls-to-Action
A strong verb alone isn’t enough to compel a reader to take action — users need to understand what the action is and why it’s valuable. The inclusion of that “why” is what separates a call-to-value from a call-to-action. This shift towards providing more context in your CTAs can improve the scanning experience on your website because the most visually attractive element on the page offers more relevant information.
How to Craft a Compelling Call-to-Benefit
Creating a compelling Call-to-Benefit (CTB) requires a deep understanding of your audience, a clear articulation of your product or service's unique value, and the use of persuasive language. Here are some steps to guide you through the process:
1. Understand Your Audience
Before you can craft an effective CTB, you need to know who you're speaking to. Conduct market research to understand your target audience's needs, wants, and pain points.
- What are their goals?
- What challenges are they facing?
- What motivates them to take action?
The more you know about your audience, the better you can tailor your CTB to resonate with them.
2. Highlight the Unique Value of Your Product or Service
Your CTB should clearly communicate the unique value that your product or service provides. This is more than just listing features or benefits; it's about showing how your offering solves a problem or fulfills a need for your audience. Be specific and concrete in describing this value. For example, instead of saying, “Our software saves you time,” you could say, “Our software automates your data entry tasks, freeing up 10 hours a week for you to focus on more strategic work.”
3. Use Persuasive Language
The language you use in your CTB can significantly influence its effectiveness. Use action-oriented, persuasive language that encourages your audience to take the desired action. Be concise and transparent in your messaging. Avoid jargon and ensure your CTB is easily understandable.
4. Test and Refine Your CTB
Finally, remember that crafting a compelling CTB is an iterative process. Test different CTB versions to see which resonates most with your audience and drives the desired action. Use A/B testing to compare different CTBs and refine your messaging based on the results.
By following these steps, you can craft a compelling Call-to-Benefit that prompts your audience to take action and clearly communicates the unique value they'll receive from doing so.
Quick tips to improve conversion rates from a pro
If you're implementing a call to benefit on your landing page, here are some tips to help you maximize its effectiveness:
- Use visual cues like arrows or buttons to draw attention to the CTA.
- Ensure the CTA button is prominent and stands out from other elements on the page.
- Keep it simple – focus on one action, not multiple actions.
- Use persuasive language that evokes emotion and encourages users to take action.
- Use action words in your CTB to encourage action.
- Hyper-Personalize your message to make it more relevant to the reader.
- Highlight how your product or service solves a problem for the reader.
- Utilize A/B testing to refine your messaging over time.
It's best to imagine yourself as a customer when crafting your CTB and ask yourself: would this prompt me to take action? If the answer is yes, then you're on the right track.
Utilizing the concept of call-to-benefit in your marketing strategy, you can create a value proposition that resonates with customers on a deeper level, prompting them to take desired actions and ultimately improve.
Now that you understand what a Call-to-Benefit is…
It's time to put what you've learned into action.
Start by researching your target audience and identifying their unique needs and wants. Then, craft a CTB that clearly communicates the value of your product or service to them. Finally, use persuasive language and visuals to draw attention to the CTA and encourage users to take action.
With a bit of practice and experimentation, you can create an effective Call-to-Benefit that will help boost your conversion rates. Good luck!
Discover the power of transitioning from a traditional Call-to-Action to a more customer-centric Call-to-Benefit strategy. Learn how to craft compelling CTBs that resonate with your audience and drive conversions.