What is a call to action?

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A CTA is typically an area of ​​a screen—an image, button, or dedicated section—designed to entice readers to further interact with a brand. It's a common misconception that CTAs are exclusive to websites. In fact, they are versatile tools that can enhance various forms of content, from speeches and webinars to infographics and presentations.

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For example, in a networking event speech I gave, a simple text message CTA to sign up for a newsletter proved highly effective and took advantage of the immediacy of mobile phones. Similarly, on webinars, infographics, or presentations, CTAs can range from free giveaways to encouraging you to explore the content further.

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Should everything have a call to action?
While CTAs are powerful, they should be used judiciously. Not all content needs a sales-focused CTA. Sometimes the goal should be to build trust and authority with your audience. Think about your listener, attendee, or visitor… what is a CTA you can provide them that will provide them with value and take them one step further in their buyer journey to you or your business? If the goal is to deepen engagement, a well-placed CTA is invaluable. Too pushy selling can scare them off, not engage them further.