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? 

Hard CTAs
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:
  • Sign up for your free trial today by calling 555-938-4013.
  • Click here to make a donation and support this project.
  • Hire us for your next landscaping job by filling out the form on this page.77

These examples all have two key factors in common. First, they give a clear direction: call, click or submit a form. Second, they provide context for that direction.

There’s no room for interpretation—the hard CTA is all about inciting a specific response. 

Soft CTAs
A “soft” CTA is less aggressive and more suggestive. You’re not telling people what to do—merely suggesting a course of action.

For example:
  • If you’re due for an HVAC tune-up, consider calling a professional.
  • Get your brakes serviced and replaced if you hear a squealing noise.
  • Take a moment to ask yourself if you’re happy with your current dentist. 

These examples don’t make an explicit request. They empower the reader to think for themselves and make conclusions based on the copy they just read. It’s a gentle way to provoke action by planting the seed of suggestion; no hard-selling required. 
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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.