A Tale of Two CTAs (and How to Use Them)
Deliver the Right Call to Action to Readers
Direct marketing is all about being persuasive. You’re trying to convince someone to do something, buy something, sign up for something, etc.
And while the entirety of the copy drives home the benefits, it needs to end with a clear and present call to action (CTA). The question is, what kind of CTA?
A “hard” CTA is straightforward and to-the-point. It’s the equivalent of a hard sell, where there’s no mistake about the intent.
Some hard CTA examples:
There’s no room for interpretation—the hard CTA is all about inciting a specific response.
A “soft” CTA is less aggressive and more suggestive. You’re not telling people what to do—merely suggesting a course of action.
Which type of CTA should you use?
Choosing a hard or soft CTA comes down to the nature and purpose of your content. To get familiar with both and when they’re applicable, join our Direct Response Copywriting Course.