“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
Ferris Bueller perfectly summed up today’s environment in the 1986 classic film, Ferris Bueller’s Day Off.
Our lives are a routine list of multiple tasks: We wake up, down a cup of coffee, get the kids ready for school (without caring if the clothes match), check important emails, rush to work, etc.).
We’re busy. Others know it because we tell them how busy we are.
In between the chaos, we find ourselves looking for an escape by finding out what our friends and family are up to on social media. Cluttered in the feed, we see a post from a financial services company we follow.
For a moment, we start to think about our financial future. The post connects the dots between valuable solutions and our unique needs. We know we need to talk to an agent or advisor. The Call to Action (CTA) asks us to “call to set up an appointment.” For a fleeting moment, we are ready to act.
We keep scrolling – liking and commenting on our friend’s dog pictures – and booking an appointment becomes a long-lost memory.
We are so busy in our daily routine that anything requiring more than minimal effort falls to the wayside. A CTA requiring a client to “call us to set an appointment” is above that minimal effort baseline.
A study conducted by Microsoft Corp indicates people start to lose concentration after eight seconds. This number has been falling over the years and is currently at its lowest number.
What is a CTA?
Well-crafted and delivered content gets people to think and inspires action. Yet, a critical part of the content that doesn’t get enough attention is the call to action (CTA). A clear CTA is a juncture at providing valuable advice to influencing someone to take the next step.
It is where you clearly state what role the audience can play after they see your social post, read your newsletter, or interact with your brand in any other fashion. The CTA gives your audience specific tasks to complete that will ultimately impact their lives.
Would you want to call?
People respond to different types of CTA