You’re writing your next blog post for a reason. Whether it’s a subtle suggestion to check out your product or service, or to nudge the reader to make a donation, click a link or share your post, you want them to do something.
Most writing has a greater purpose beyond basic informing or entertaining.
Hello, calls-to-action, or CTAs.
These carefully crafted suggestions help move your reader from a passive observer to an active participant in your agenda. And yes, you have an agenda for every piece of content you produce.
3 CTAs That Flow Naturally
So, what does a CTA look like and how can you integrate it into your writing? Let’s channel our inner Fight Club fan and take on the mantra, “The first rule of Fight Club is that we do not talk about Fight Club.”
In the world of writing, steer clear of the me, me, me approach. Instead, make your CTAs subtle and organic to the rhythm of your text. Here are a few examples that focus on providing value to your reader.
1. The Carefully Integrated Links
A well-placed link at just the right time can entice your reader to click through and stay on your website longer or browse a product page. Let’s say you’re crafting a how-to article and you’ve reeled in the reader with a relatable introduction. They understand that you’ve also experienced their pain point and that we’re going to solve this task together. Perfect.
In the first few steps of the process, you’re gaining more clout as an expert and the reader really trusts you. This is the time to insert a link to expanded information or related products that the reader would genuinely find helpful.
2. The Related-Content Download
You’ve done it. You’ve managed to create a piece of content that was both insightful and interesting. Your reader clicked to page two and finished the piece. Wrap the text with one last burst of advice for them.
I love reading posts that offer an optional download to related content. I’m not talking about another quick article, but rather an in-depth e-book, actionable template or even a checklist to get moving in the right direction. A download should help your reader take an advanced step.
With this CTA, you’re building loyalty and trust and getting one step closer to converting your reader into a customer, subscriber or cheerleader for your company.
3. The Follow-up Email
Now this CTA is a bit bold, but perfect for a very targeted, interested audience. If you’ve published a 60-page report on the state-of-whatever industry and noticed a reader actually clicked through to the very last page, generate a pop-up message. Thank them for reading the entire report and ask them if they have any lingering questions or comments that you can personally address.
If they check the ‘Yes’ box, ask for their email address and follow-up with a message to directly engage them. Where you take the conversation from there is up to you, but always focus on building a relationship first. Selling comes later!
Thank you for visiting Web Writing Advice. I publish a new topic related to writing online, content marketing, journalism or entrepreneurship each Thursday. If you’d like an email reminder once a week when I post a new article, sign up for my email list. As a thank you, I’ll send over my free e-book, “18 Ways to Increase Online Writing Productivity and Earnings”. Happy writing to you! ~Angela
