21 Captivating Call to Action Examples to Steal

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Want to entice your readers to buy?

Or maybe draw more subscribers to your newsletter?

Or maybe watch your conversion rates explode?

All you need is the right call to action (CTA).

Not only do CTAs give your prospects clarity, they also make your marketing campaigns more effective.

I’ve got a bunch of CTA examples that you can steal for your own campaigns. I’ll also highlight three essential aspects of an effective call to action.

They work in every advertising channel, both traditional and digital.

Let’s get started!

What Is a Call to Action (CTA)?

A call to action is an invitation for a user to take some desired action. You often see call to action examples in persuasive writing . Once a brand has made its case in a blog post or video, for instance, they’ll often include a call to action at the end.

A political action group may write a piece on the importance of voting in the next election, for example. Their piece would probably end with a call for readers to register to vote with a link to a voter registration form.

You will also see a call to action button on homepages, in the right rail or even above the nav bar.

A company will put them anywhere they know their readers are looking to invite them to subscribe, browse products, input information or a number of other desired outcomes.

How Do You Write a Call to Action?

Before you write your call to action, determine the goal you’re trying to achieve:

  • Do you want to increase subscriptions?
  • Boost sales?
  • Move readers to another content piece?

Once you know what you want to do, you can think about how best to do it .

The best call to action phrases are brief and use strong verbs.

They speak directly to the user. Instead of weaker call to action words like click here, an effective call to action phrase example will use more specific words that speak directly to the desired outcome:

Discover your best life

Join our community

Book your next adventure.

Here’s a look at a few different CTAs.


In fact, NPR has great call to action examples all over their page. At the very top, a bright red button invites you to learn more about their car donation program. Just below that, a red heart (clearly implying you have one if you click) appears over the word “donate.”

In the white space below, NPR tells you that they are supported by listeners, and includes yet another link to make a donation.

All of these CTAs serve one purpose: to get people to donate money to them.

Traditional Call to Action Examples

First, let’s take a look at some examples of direct mail promotions from magazines.

Many of these are from magazines encouraging readers to start or renew a subscription. More specifically, they’re from the inserts that often fall out from within the pages while you’re reading, and look something like this:


There are three aspects that all of them have in common. Some are more obvious than others in their execution, but all take a similar approach to driving action.

See if you notice them while you read through this line-up of old CTAs, and I’ll tell you my findings below.

Sales and Marketing Management Magazine

So if you were waiting for the perfect time to seize this opportunity, the time is now. Send for your free issue today.

Outside Magazine

Discover the exciting world of outside. Subscribe today.

Success Magazine

Get a taste of SUCCESS! Send me the form at the top of this letter, and I’ll send you the next issue of SUCCESS absolutely free.

Harpers Magazine

May I send you a free copy? There is no obligation attached to my offer… Please let me know if you’ll accept my offer by January 31.

House & Garden

So indulge—in so much excitement, for so little! Please take advantage of our “Summer White Sale” and save on a subscription to HG today.

Nothing too exciting, right?

To be honest, though, those were some of the more creative ones. The majority read like this:

  • Do mail your acceptance to me today.
  • So act right now. The postage is paid, and you’ve got nothing to lose but a great garden to gain!
  • SEND NO MONEY NOW! But please mail your card today!
  • So if you’re looking for knowledge, a rewarding adventure, and the advantage a future perspective can offer, mail the enclosed card today!

See the pattern?

A call to action is often the final instruction to a reader, so it makes sense that for similar products, that instruction is largely the same.

After all, when it comes down to it, each of these magazines needs readers to mail an “enclosed card” to earn a subscription.

So without that directive, it wouldn’t matter how well-written the rest of an ad’s copy was. Even if a recipient liked it, if they didn’t know to mail the card to subscribe, the campaign would be a waste.

Of course, this particular example is exclusive to print campaigns.

You’d never see a digital marketer requiring users to mail something to convert.

And I shudder to think of the abysmal conversion rates if they did.

Even so, there are three things that nearly all of the examples above include that are important for any call to action, regardless of format:


  • A no-obligation statement that removes or reduces risk. In many cases, they’re asking for a free trial rather than a purchase. In other words, “try us, you’ll like us.” This gives people the confidence to buy.
  • All of them contain some version of “Mail your acceptance card.” This is simple usability. You have to tell people what to do next. Today, it would read, “Click the button below.”
  • Encouragement to respond right away. That’s standard direct response. Don’t give people an option to wait and think about it.

Together, these three elements make for a simple, straightforward request that requires little of the consumer.

And for most businesses, that’s pretty ideal.

Now, let’s take a look at how these elements translate into digital campaigns.

Adapting Traditional Techniques for Digital Formats

When marketers first started using digital channels to reach their customers, it was a logical choice to simply replicate their print campaigns in a new format.

After all, why would they spend time rewriting and redesigning what already worked?

That’s why some of the earliest digital marketing campaigns and their CTAs perfectly mirrored old direct mail advertisements.

These ads were an almost identical approach to copy, and simply swapped out the “mail the enclosed card” directive for a link or button.

For example, take a look at this early email campaign from Stansberry Research’s Retirement Millionaire promotion:


Today, this might come across as dated and spammy.

But based on the three call to action elements we covered above, it checks all of the boxes:

  • No obligation: “TRY” is in all caps, the email offers a full refund.
  • Usability: Readers are directed to click “Subscribe Now.”
  • Immediacy: Copy includes the phrase “right away,” and the CTA button uses the word “Now.”

Again, this approach might not work today.

But the fact that many early digital campaigns were fairly similar to their print predecessors wasn’t necessarily a bad thing.

Consumers were used to direct mail advertisements, and keeping the content largely the same likely made them more comfortable with the shift to digital.

They were already familiar with this style of copy, so the only change was that they could now click a button instead of taking a more complex action.

For example, check out this ad from another early digital campaign for Prevention’s Dance it Off! series:


The graphic here makes the ad essentially look like a piece of direct mail, except that it instructs users to “click” instead of mailing something to respond.

Plus, keeping with the best practices above, it encourages readers to “try it free for 21 days!” instead of asking for an immediate purchase.

From here, some advertisers decided to simplify their calls to action as they shifted from print to digital.

W magazine, for example, relied heavily on the “why not” approach in their print campaigns.

The basic idea here is that by addressing readers’ concerns and removing all barriers to action, you create the sense that there’s no reason not to try a product or service. In theory, this increases the chances that potential customers will take action.

Here’s how they used this logic in an old direct mail piece:

“This offer may not last long. So order W now—and see what you think of your free issue. After all, with so much to gain—and with absolutely nothing to lose—shouldn’t you at least take a look?”

The effect they’re hoping to achieve here is clear. By promising that readers have “so much to gain” and “absolutely nothing to lose,” they’re aiming to create a sense that not taking action would be an illogical choice.

If you’re worried that your call to action isn’t compelling enough to make readers want to take action, this can be an effective strategy. It essentially aims to shift a user’s mindset from “why” to “why not?”

As W magazine shifted to digital, they continued to use this approach. But they adjusted it to take advantage of the immediacy that comes along with digital campaigns.

Just take a look at this advertisement for their 1-2-3 Shrink diet program:


Of course, a similar ad could’ve worked in print.

But instead of asking potential customers to pay $4.00, then wait a few weeks to receive the program, they’re offering it immediately following payment.

For a reader who’s already interested in this program, that’s a pretty low barrier to entry. They could have the diet plan within minutes, and all that’s standing in their way is a few bucks.

So, why not?

There’s no significant reason they wouldn’t want to take action.

And W magazine wasn’t the only brand to make full use of this ability to earn immediate responses.

Another magazine, Audobon , attempted to entice readers with something beyond a simple subscription in their CTAs. Here’s an example from one of their old direct mail pieces:

“To begin receiving AUDUBON at once and to enjoy all the other benefits of membership in the National Audubon Society, simply return the enclosed form.”

The ad makes a brief mention of “all the benefits of membership.” For a reader who was aware of what those membership benefits were, this might’ve been a compelling offer.

But even if they returned the subscription card right after they received this advertisement, it would be at least a week — and probably more — until they started seeing any benefits at all.

With digital marketing, that all changed.

Even without direct mail, advertisers gained the ability to make offers that presented immediate benefits to their target audience.

For example, take a look at this early “Off the Grid” promotion from Banyan Hill Publishing’s Sovereign Investor :


In this case, the company encouraged users to reserve their spot “today!” and promised the first installment of an email series immediately.

This was a huge improvement over requiring potential customers to wait weeks for information. Plus, the idea of immediate gratification is much more compelling for most of us.

The ad also promises that there’s “no obligation,” includes a clear directive to “enter your email address below,” and encourages readers to take action “today” — meaning it checks all of the boxes for an effective call to action.

It’s also worth noting that in many cases, digital advertisements can convey much more information in a smaller space.

That’s because they don’t need to spend as much time spelling out complex directives.

For example, take a look at the copy from an old Earthwatch promotion:

“Got some free time? A week? A month? A summer?

Come volunteer for a conservation project in the wilds, an environmental project in the tropics, an archeological dig abroad.

Or if you’re busy now, cheer us on from the sidelines.

If our organization sounds like something that you too would take pleasure in being a part of — whether by participating actively or cheering us on from the sidelines — I urge you to send in the order form at your earliest convenience…so your adventures can begin with the very next issue of EARTHWATCH.”

The copy here is fairly compelling. After all, who doesn’t get at least a little excited about the idea of embarking on an adventure in the tropics?

Plus, it does a nice job of offering a few different options.

Spending a week, a month, or a summer on a conservation project or an archaeological dig abroad simply isn’t a viable option for many people. So it’s wise for Earthwatch to also encourage readers to take the simpler action of subscribing.

Still, it’s a lot of copy for what it’s asking. If the same offer had been presented in a digital campaign, it likely could’ve been a lot more concise.

For example, take a look at this email campaign from Early to Rise:


There’s still a fairly large chunk of copy here, but it’s all relevant to the campaign’s goal of enticing readers to click on either of the links.

It explains exactly what they can expect to gain by clicking, and why the company is qualified to be offering the promised information.

Of course, many of today’s consumers would be skeptical of a company offering the “one secret of multi-millionaires.”

And rightly so.

But remember, this is a campaign from the early 2000s — back when most people weren’t quite as skeptical of everything they read online.

In that context, this email worked and was likely very effective in driving clicks. And readers who did click either link were directed to this dedicated landing page:


There’s nothing on this page but a CTA and a field where readers can enter their email address to gain access to the company’s so-called “secret sauce.”

So once a reader makes it this far, they don’t need to spend time reading lines of complex copy. There’s one simple question — and if the reader’s answer is affirmative, they know how to take action.

A call to action this simple likely wouldn’t have worked in a traditional campaign because it doesn’t fully explain what, exactly, the product is, or how it benefits the user.

But with digital campaigns, where users are already familiar with a product and just need to be encouraged to take a final action that offers immediate results, simplicity works.

In fact, at this point, saying that simplicity works might sound like stating the obvious. But this wasn’t immediately clear to many of the first marketers making the shift from print to digital.

There was a clear learning curve as the industry shifted.

For example, another issue that many traditional marketers found challenging when they first switched to digital campaigns was striking a balance between weak and strong CTAs.

Today, most people are familiar enough with digital marketing that they know what’s expected of them when they arrive on a landing page. Most of us naturally know to look for large, brightly-colored buttons with a clear call to action, since they’re now a common landing page staple.

If your page doesn’t include an obvious call to action, you risk losing potential customers.

For example, take a look at this landing page for Rich Dad Education.


What, exactly, does this page direct visitors to do? What’s the call to action?

The only real directive on this page is “Pick your city.” But what’s the benefit of taking that action? What does it require of the user? And is there an immediate return?

It’s hard to say — because the page doesn’t include those details around this directive. In this case, I’d argue that the page doesn’t have a call to action at all.

There’s nothing compelling, risk-reducing, or benefits-oriented. So there’s little here to compel anyone to respond.

This makes it an ineffective landing page. Or, at the very least, not nearly as effective as it could be with a clear CTA.

But on the flip side, some digital marketers also make the mistake of making their CTAs too strong. I don’t mean that they present too many benefits, or make it too obvious what a reader stands to gain. That would be extremely difficult to do.

Instead, they attempt to force users to convert by making it the only action they can take on a page.

For example, check out this old popup from Joss & Main:


If a user lands on this page and is ready to join (or is already a member), this is likely extremely effective at converting them.

But what if a visitor isn’t ready to take that step? What if they just want to browse the site and see what the company has to offer before becoming a member?

Well, that’s too bad — because the pop-up blocks the rest of the content on the page until they share their email.

This means the user is stuck if they don’t want to respond. They can either “Join Now,” or leave.

This call to action example is a little too high-pressure .

It makes sense to encourage new visitors to sign up, but this ultimatum-style popup likely cost the company at least a few customers who would’ve signed up if they’d been given the opportunity to make that choice on their own.

Fortunately, many companies have learned to strike a balance where they guide visitors to take action without forcing them to do so.

Now, let’s take a look at how Joss & Main earns new members today. Instead of requiring visitors to enter their email upon arrival, they let them freely browse their products without a popup in sight. Users can learn about what the company has to offer and determine whether they’re interested in buying at their leisure.

They can also add various items to their cart as they browse. Then, when they click the cart icon, presumably to start the checkout process, they’re directed to the following page:


Here, they’re required to enter their email address to make their purchase.

But for a user who’s already prepared to spend money and complete a transaction, this isn’t a huge request. In fact, it’s a necessary step in the ecommerce sales process, since customers typically receive order confirmations and shipping updates via email.

By moving this requirement to a later point in the sales process, the company eliminated a barrier that likely cost them a significant amount of customers early on.

Of course, this is just one of many lessons marketers needed to learn in order to effectively shift their campaigns to the new digital landscape. We are sharing great call to action examples for sales on this article. So use them in your favor!

And while some of it might seem obvious in hindsight, that’s simply because many of us already know the standard “best practices” involved in creating online campaigns.

Call to action placement

What Makes a Good Call To Action? 3 Things That a CTA Must Present

From the days of magazine mail-in cards to now, marketers have been able to boil an effective CTA down to three elements:

  • A no-obligation statement
  • Some updated version of “mail your acceptance card”
  • sense of urgency around responding right away.

Let’s look at some call to action examples for each of these elements.

A No-Obligation Statement That Removes or Reduces Risk

Care.com’s CTA lets you know right away that you can search their site for free. That means website visitors don’t have to commit before they assess whether or not Care.com is the right portal for them.


All of Them Contain Some Version of “Mail Your Acceptance Card”

The call to action text for Litworth gets straight to the point. Sign up with them (i.e., mail in the acceptance card) and a writer will find paying publications.

For those of you who don’t know, not all publications pay, so this is a pretty attention-grabbing CTA. They continue to entice by listing all the benefits of signing up. Then you find out it’s all free. You’re in.


Encouragement to Respond Right Away

Disney World is the master of creating a sense of urgency. Like most vacation destinations, they run deals throughout the year.

If you respond before a certain date (in this case, October 8) you get a discount on your stay. That looming date is enough encouragement to get a website visitor to view the details and browse vacation options, at the very least.


Call to Action in Writing: Copywriting Techniques For an Effective CTA

We’ve come a long way from those early days of digital marketing. Still, the general approach that many traditional marketers took in their print campaigns can serve as a starting point for writing effective online copy .

And when combined with all of the advantages that digital marketing offers, they can be even more successful in driving results.

So with that in mind, let’s jump into five ways you can use a traditional marketing mindset to improve your online campaigns.

1. Emphasize Low Risk

The first of the three common elements in the traditional CTAs above was a focus on a lack of obligation or risk on the customer’s part.

From a consumer’s perspective, this makes perfect sense. The less you stand to lose from an action, the more comfortable you’ll be with the idea of taking it.

And even as the marketing industry evolves, this concept hasn’t changed a bit. Take a look at this CTA example for Amazon’s Prime Video service:


A free trial alone is enough of an incentive for many people to test the service. But beyond that, this call to action emphasizes that users can sign up “risk free” and “cancel anytime.”

If a visitor has any hesitations after initially landing on the page, these details can ease their fears about committing to the service. The knowledge that they can cancel at any time is likely compelling for users who are worried about forgetting to take this step at the end of the 30 days.

Plus, like every other digital campaign (and the remainder of the examples we’ll cover on this page), this ad gives visitors the option to take immediate action by clicking a button .

In this case, the user can start streaming content from the platform immediately.

And with no risk at all, that’s a fairly appealing offer.

2. Strive For Clarity

You can have the most beautifully designed landing page in the world, with stunning graphics and an impeccable advertising strategy in place for attracting traffic.

But if the copy on that page doesn’t tell visitors why they should take action, it’s useless.

Copy is what connects with visitors, and convinces them that they want to take action. It does this by explaining what they stand to gain by doing so.

Of course, there’s tons of room for creativity within marketing copy. An experienced copywriter can make even the least “exciting” products sound interesting.

But as you develop your CTA copy, remember to be as clear as possible about what you’re offering.

Innovative copy is great for spicing up a page and grabbing visitors’ attention. But if it creates any confusion about what that page is offering, it’s counterproductive.

That’s why the most effective CTAs are extremely straightforward.

For example, take a look at this email from Buffer.


To kick things off, it highlights the importance of Instagram for businesses . If a user isn’t sure why they should be interested in learning about the platform, that uncertainty is addressed within those first two sentences.

From there, the offer is completely benefits-oriented. The copy offers free information, asking for nothing in return.

The reader doesn’t even need to provide an email address or fill out a form. All they have to do is click a button!

And the button itself is more than a vague, uninspiring “click here” command. Its bright blue shade immediately stands out from the rest of the email’s content.

Then, its copy reinforces exactly what a reader will gain (growth tips) by clicking it. And its use of the action verb Get is a great way to inspire a sense of action.

If you’ve ever researched ways to optimize your CTA buttons, you’ve likely heard that it’s considered a “best practice” to incorporate action verbs .

And that’s true.

But if you think back to the traditional CTA examples above, you’ll realize that’s by no means a new concept in the marketing world. Each of the direct mail examples includes some variation of the directive “send,” “mail,” or “return.”

This is simple usability! You need to tell people what you want them to do in order for them to do it.

And although the exact verbs we use today are a bit different, the basic idea remains the same.

So even when using the three principles above, based on traditional campaigns, this Buffer email measures up.

It includes the same basic techniques that work for direct mail, but improves on them, because there’s no bulky paragraph with complex instructions for responding.

Instead, they use that valuable space to clearly explain what they’re offering — so that by the time the user reaches that simple button, they know exactly why they should click it.

3. Highlight Immediate Benefits

As I’ve mentioned a few times already, one of the biggest advantages digital marketing has over its traditional predecessors is the potential to deliver immediate gratification.

You can give your customers downloadable resources, access to tools, and premium services all within seconds of their conversion.

That’s pretty incredible!

Of course, it’s not quite as straightforward for all industries. SaaS companies, for example, can offer instant access to their full product — while ecommerce retailers and service-based businesses typically have a bit of a waiting period.

Still, almost any business can offer immediate payment processing and order confirmation.

And who doesn’t love knowing that they’ve successfully ordered a product to their home, without ever leaving the couch? (That’s a rhetorical question.)

But regardless of industry and business model, any company can offer their customers some type of immediate gratification. Even if it’s not in the form of their main product or service, they can give a lead or prospect something for converting.

Today, one of the most popular ways of doing this is offering free downloadable content.

For example, take a look at this CTA for Optinmonster’s guide to converting abandoned site visitors into subscribers.


If you’re unfamiliar with Optinmonster, it’s important to note that content like this is not their main product. The company sells tools for helping site owners increase their conversion rates and generate more leads.

But most people won’t be ready to sign up for a monthly plan during their first visit to the site.

In order to keep those first-time visitors interested, the company offers this free guide that’s directly related to its product, and highly relevant to anyone who’s considering purchasing a subscription to CRO tools.

After all, if someone is prepared to spend their marketing budget on a product designed to convert site visitors, why wouldn’t they want free information on accomplishing that same goal?

Including this option on their site gives the company the ability to offer all of their visitors an immediate reward for engaging with their content.

And this is a strategy that almost any business can replicate.

Just take a look at this pop-up offer on Rascal Rides:


The site caters to parents shopping for bikes, bike accessories, and safety gear for their kids. So it makes perfect sense that their visitors would be interested in a children’s bike shopping guide.

Even if a visitor isn’t ready to select and purchase a product right away, the site still offers something they can access immediately. Parents can start learning about the factors they need to consider while shopping within seconds of providing their email address.

So as you develop your CTAs, look for ways to provide immediate value to your visitors.

The sooner they can start seeing the benefits of taking action, the more compelled they’ll be to do just that.

4. Include Secondary CTAs

In the previous section, you likely noticed that the examples showing instant gratification weren’t for those companies’ main products or services.

That wasn’t by mistake.

Although your site is likely designed with one specific, high-value action in mind, that shouldn’t be the only action you give users the option to take. You might want all of your visitors to immediately make a purchase — but unfortunately, that’s unrealistic.

And when you limit your site to one call to action, you essentially give your visitors an ultimatum: Take that action, or leave.

When you add some extra options into the mix, however, you reduce odds of a visitor leaving simply because they’re not ready to take your main offer.

The first way to do this, as we covered in the previous section, is to come up with additional “offers” visitors can take advantage of for free.

The second is simply to highlight ways that a user can stay engaged with your content.

For example, take a look at this landing page from T.C. Pharma.


The main CTA button tells visitors to contact the company to learn more.

But if someone doesn’t want to take that action, they’re presented with a clear alternative. The button immediately to the right of the main CTA lets them view the company’s products.

This way, they’re not driven away from the site just because they aren’t far enough along in the buying process. They’re encouraged to stay and learn more — which could help them get closer to a conversion.

5. Establish Credibility

Many digital advertising platforms today offer advanced targeting options that help marketers reach people that are likely to be part of their target audience.

This allows brands to focus their campaigns on website visitors that could be qualified leads and customers. It’s a significant improvement over traditional options, which were typically limited to a particular TV channel or radio station’s target demographic. However, the one advantage of that old-school marketing approach was name recognition.

After all, ads on a local radio station are likely for businesses within a 20-mile radius of you — so there’s a higher chance you’ve heard of those businesses than the ones advertising to you on Facebook today.

So as you create ads for digital platforms, it’s important to remember that even members of your target audience may be unfamiliar with your brand.

And you have a limited amount of time in which to establish your credibility. Even if you’re advertising a free trial or another low-risk offer, you need to show your audience why they should trust you enough to take that step.

For example, take a look at this call to action example on this Facebook ad for a free trial from Pipedrive:


First, it’s important to note that this ad is intended for a target audience that’s already familiar with the concept of a CRM. This alone means that they need to set the rest of their targeting options fairly broad — beyond the other local businesses in their area.

And they show people who may be completely unfamiliar with their brand that they’re trustworthy by including important credentials.

They emphasize that over “50,000 sales teams” use their product to stay organized, and highlight the fact that the platform was “built by salespeople for salespeople.”

If a reader is interested in trying out new CRM software, this is plenty of information to get them interested in the free trial, even if this is their first interaction with the brand.

They know they’re by no means the first to try the tool. And if 50,000 other companies already use and like it, there’s no reason not to at least test out the free trial.

How Do You Know if Your CTA Is Working Well?

Once you’ve created your calls to action, whether they be in email, pop-ups or sprinkled throughout your blog posts, you’ll want to make sure they’re performing for you.

You can double check using website visitor analysis tools.

Understand How Website Visitors Are Interacting With Your Calls to Action

First, use heatmaps and scroll maps to determine whether people are responding to — or even seeing — your CTAs.

A scroll map shows you how far people scroll down your page before they leave. If they’re leaving before they scroll all the way to, say, a call to action at the end of a blog post, you might want to make the CTA a callout toward the top of your post.

A heatmap will let you see how often people are interacting with your call to action. If your CTA button beckons readers to learn more by clicking, the button should be a glowing, warm red, not a cool blue.

You can also use visitor session Recordings to see why users are interacting with your call to action the way they are.

A recording will show you how someone moves about the screen in real-time. Watching one will help you answer questions like, “Are people getting stuck somewhere in particular? Does it seem like they’re confused about the next steps with my CTA?”

A/B Testing Your Call to Action Buttons Is a Must

Once you’ve figured out what you think is the problem with a call to action button, it’s essential that you A/B test a solution. An A/B test will let you publish two versions of the same CTA to see which one performs better.

If your CTA button seems to be in the wrong place, for instance, you can test various placements to see which is more effective.

Start Using Crazy Egg Tools

Look at your CTAs and ask yourself, “What goal am I trying to achieve, here? How is my CTA message encouraging my website visitors to achieve that goal?”

Once you’ve answered those two questions, usability and testing tools can help you create the best CTAs possible.

Marketing has changed a lot over the past few years, but the ultimate goal has remained the same. You need to drive consumers to take action.

CTAs are essential for making this happen. So as a marketer, it’s critical that you learn to write effective ones.

As trends shift and new platforms emerge, the principles of writing effective CTA copy have remained consistent:

  • Emphasize a low barrier to entry
  • Include a clear directive
  • Encourage immediate action

Make your website better. Instantly.

Keep reading about copywriting.

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5 Keys to End Your Speech with a Great Call-to-Action

Yet many speakers miss a fantastic opportunity with a call-to-action that is wishy-washy, hypothetical, or ill-constructed. Even worse, some speakers omit the call-to-action entirely.

A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically.

In this article, we reveal the qualities of a strong speech call-to-action which will lead your audience to act.

What is a Speech Call-To-Action?

A speech call-to-action is an explicit appeal to your audience to take a specific action following your speech. A call-to-action is most often made at the conclusion of a persuasive speech.

“ If you have been persuasive and your audience is emotionally invested, the best time for action is now. ”

For example, you might call on your audience to…

  • … adopt a new business process
  • … sponsor an event
  • … attend an event
  • … fund a research initiative
  • … register to vote
  • … join a club
  • … train for a marathon
  • … read out loud to their children
  • … donate money to a charity
  • … travel to Saskatchewan
  • … buy a fire extinguisher
  • … eat more vegetables
  • … use public transit

Guidelines for a Strong Speech Call-to-Action

Your call-to-action and your approach to delivering it may vary according to your audience and your speaking style. While there is no rigid formula, there are a number of  guidelines which will improve the effectiveness of your call-to-action.

  • Make your call-to-action clear and direct.
  • Have your audience act quickly.
  • Lower barriers to action.
  • Focus on benefits for your audience.
  • Customize your call-to-action for each person.

1. Make your call-to-action clear and direct.

Don’t hint. Don’t imply. Don’t suggest.

It’s not a whisper-to-think-about- action; it’s a call-to -action.

Use direct language, and eliminate wishy-washy phrases.

  • Instead of “Maybe you could think about joining…”, say “Join…”
  • Instead of “It would be good to train for…”, say “Train for… “

Don’t assume that your audience will “figure out” what needs to be done. (I have made this mistake in the past and regretted it.) If members of your audience walk out of the room thinking “Wow, this sounds great, but I’m just not sure what to do…”, your call-to-action was not clear enough.

2. Have your audience act quickly.

If you have been persuasive and your audience is emotionally invested, the best time for action is now. The longer it takes to initiate the action, the more likely that your audience will lose motivation.

So, an ideal call-to-action is one which your audience can act on immediately, perhaps even before they leave the room. If this isn’t feasible, then aim for actions which can reasonably be completed (or at least started) within hours or a day or two.

3. Lower barriers to action.

To help your audience act quickly, eliminate as many (trivial or non-trivial) barriers as you can.

For example, ask the following questions about your audience.

  • Do they need to sign up? Bring forms and pens and pass them out.
  • Do they need to read additional information? Bring handouts, or copies of books, or website references.
  • Do they need approval before they can act? Make the first call-to-action to organize the meeting with stakeholders.
  • Do they need to pay? Accept as many forms of payment as possible.

A common psychological barrier is the perception that the suggested action is too big or too risky. This is a legitimate concern, and is often best handled by dividing the call-to-action into several small (less risky) actions.

For example, “train for a marathon” may be too large of a call-to-action for a non-runner. A better call-to-action would be to join a running club or train for a shorter race.

4. Focus on benefits for your audience.

“ A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically. ”

Always frame your call-to-action in the audience’s best interest.

For example, don’t say this:

  • What I’d really like you to do is…
  • It would make me so happy if you…
  • My foundation has set a target of X that we can reach with your help…

Making you (the speaker) happy is (probably) not highly motivating for your audience.

Instead, say this:

  • Build your financial wealth by…
  • Make your community a safer place to live for yourself and your children by…
  • When you volunteer, you build your skills and gain valuable experience…

Surround the call-to-action with a description of how their lives will be improved when they act. Paint a prosperous vision.

5. Customize your call-to-action for each person.

Audiences don’t act; individuals act. Rather than addressing the group as a whole, focus your call-to-action on each individual in your audience.

Suppose your goal is to have a new business process adopted. Each individual in the room may play a different role in accomplishing this.

  • For the person who controls the budget, the call-to-action is to allocate the necessary funds.
  • For the personnel manager, the call-to-action is to delegate staff to work on the initiative.
  • For others, the call-to-action may be to attend in-depth training about the new process.

Audience analysis is critical . If you know who is in your audience, and understand their motivations and capabilities, you will be able to personalize the call-to-action for them.

Put it into Practice

By working on the planning and execution of the call-to-action in your speeches, you’ll become a more persuasive and effective speaker.

Look back to your last persuasive speech.

  • Did you make a clear and direct call-to-action?
  • Was your audience able to act quickly on it?
  • Did you make an extra effort to lower barriers to action?
  • Did you highlight the benefits for your audience?
  • Did you address individuals rather than the group with a personal call-to-action?

If the answer to any of the above questions was “no”, then how could your call-to-action have been improved?

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This is a great article. I found in it very useful tactics. thanks a lot.

Brilliant!… can’t wait to put into action. thank you

I really like your tips #3 & 4 about focusing on audience benefits and lowering barriers to action.

Not sure how the tip about personalising the call-to-action should work though. Might you have (say) 3 calls to action if there are 3 decision-makers in the audience?

Very useful to my line of work. Thanks. Keep it up

What would be a good call to action for drug abuse?

Thank you, I found this very helpful in some situations. I definitely recommend this.

My teacher sent me here It really helped. Thank you for taking your precious time to make something to help others even though you didn’t have to. It is very much appreciated

Thank you soooo much it really helped me on my essay for school thank you so much .😊😊😊

I am working on reframing a call to action for a speech THANK YOU for the help ahead of time

How do you write a call-to-action about global warming?

I appreciate your six minute articles Thank you

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  • 17 Call To Action Examples (+ How to Write the Perfect Social CTA)

October 21, 2022 46 Comments Mark Quadros

A call to action can make or break the success of your social media campaign. If you use the right words, your CTA will inspire your audience to take action — click on your ad, download your ebook, add an item to cart… you name it. On the other hand, if your CTA isn’t catchy and persuasive, your audience will simply scroll past without noticing it.

cover image

Keep reading to learn everything you need to know about social media calls to action : what they are, what makes a CTA successful, and how to craft a persuasive CTA for your next campaign. We’ve also included 17 call to action examples (from social media and beyond) to get you inspired. That’s right: we’ve also included great examples from email campaigns and landing pages — because a good CTA is a good CTA, regardless of where it’s placed.

Let’s jump in!

What is a call to action (CTA)?

A call to action (or CTA) is a text prompt designed to inspire the target audience of a marketing campaign to take a desired action. For example, a call to action can encourage people to click on a link, leave a social media comment, visit an online store, make a purchase, etc.

A call to action can take up different forms:

  • Plain text with no link

“Buy Now” or “Download Now” are typical examples of simple calls to action.

But a CTA can run longer, too, such as “Subscribe today so you’ll never miss a post.” The possibilities are endless.

AdEspresso webinars call to action example watch now

Call to action examples from AdEspresso

A good CTA can help with decision fatigue and give meaning to your content. Even if it’s just a two-word phrase, users need some direction to know what to do next.

CTAs that create a sense of urgency will also help increase conversions .

As long as it encourages potential customers to stay engaged on your site, then your call to action has done its job.

Note that having one CTA highlighted is the most common way. At the same time, some marketers use both primary and secondary call to actions in their marketing. We’ll review some best practices of this later on.

How to write an effective CTA for social media (and beyond)

Social media is all about getting users to click on your posts and ads and engage. However, it’s no longer as easy as it sounds. 22.3% of people using ad blockers say there are “too many ads.”

It’s tough out there.

To combat this, increase your conversions and engagement with a compelling call to action on your ads and elsewhere on the web. Let’s see how you can achieve this.

Use strong action words

Writing short and strong CTAs is not only more persuasive, but it’s also necessary due to the character limits on ads. Start with a verb (“buy”) and follow with an adverb (“now”) or a subject (“ebook”) or both.

Here are two call to action examples to the above statement: “Buy Now” or “Download this ebook now.”

Below are some of the most common call to action verbs broken down by intention. Simply pair them with the offering of your business.

Tip: check your call to action against the LIFT Model (see below).

LIFT Model value proposition

If we took our example from above, it would look something like this:

Download = relevance

this ebook = clarity

now = urgency

Download this ebook = value proposition

Use the text surrounding your call to action to:

  • Reduce distractions (i.e., remove unnecessary links, images, etc.)
  • Ease anxiety (e.g., add the disclaimer “no credit card required”)

Provoke emotion or enthusiasm

If you want to evoke an emotional response in your users, opt for a longer CTA. You’ll need to incorporate more modifiers in this case to get the desired effect.

Here are some examples:

  • Add numbers: “Buy now and get 50% off!”
  • Add adjectives: “Find your dream home with us!”
  • Make a promise: “Lose weight in just 6 weeks!”
  • Influence their FOMO: “Limited time offer. Get free shipping!”
  • Play up your USP: “Order a hand-made soap now!”

Think up your own

You don’t need to stick to the good old examples, though. Get creative and make up your own call to actions.

First, verbalize to yourself what your company does for its customers (or simply look at your mission statement). For example, I run a spa where people get facial treatments.

Next, transform the verbs and modifiers into a 2-5 word call to action. Add relevant information where necessary → “ Get a free mud mask” or “ Treat yourself today!”

Period better with Thinx

“Period better” – Thinx opted for the unique use of the word “period” as a verb in their CTA.

Tip: nobody gets their CTAs right the first time. Run at least one A/B test (but preferably more) on your ad to evaluate the strength of your call to action.

13 of the Best Call to Action Examples for 2022

In the following section, you’ll see what the techniques mentioned above look like in practice. Steal and customize the best CTA examples for your campaigns!

Facebook Ad CTAs

We’ll examine some Facebook ads with classic call to action examples. They may seem simple at first, but there’s more to uncover than what you see on the surface.

This ad from ClickUp is likely part of a retargeting campaign . Even if you don’t watch the video, the ad copy offers plenty of calls to action on its own.

ClickUp lifetime deal ad

Why it works

  • Same CTA in the headline and the first sentence of the ad = the offer is clear (“Get 15% off”)
  • The CTA is supported by objection-handling statements, such as “save 1 day a week”, “guaranteed,” and a list of features
  • The “Learn More” call to action button assures the audience that they’ll get more info before committing

2. Shaw Academy

Can you spot all the call to actions in this Facebook ad? Hint: there are at least seven. Every element is coordinated here to instill a sense of urgency in the audience. Take note of the exploding colors, the alarm emoji, the many exclamation marks, and the multiple CTAs.

Shaw Academy digital marketing

  • Beautiful, contrasting colors with a CTA that stands out
  • Multiple call to actions
  • Sense of urgency to take action

Babbel is a language learning app that comes at you strong with various CTAs for their Facebook offer. It works because even if you don’t know this app, it quickly establishes a trust factor (“over 500,000 5-star reviews”). The post then draws you in with an attractive offer.

Babbel language learning app Facebook call to action

  • The primary call to action is clear and direct: “Get up to 60% off!”
  • They use the “Get Offer” CTA button to instill a sense of gratification in the audience
  • Including the action word “join” + the number of reviews in the same sentence is a way to evoke the feeling of belonging to a community

4. Hootsuite

Hootsuite keeps it brief and concise with a few very targeted CTAs.

Hootsuite learn more call to action

  • All the call to actions are focused at the bottom while benefits are at the top of the post
  • The “Learn More” CTA button leaves any extra info for the landing page

Instagram Ad CTAs

Sure, “swipe up” is available on Instagram ads, but you can get more clever than that. Below are some creative call to action examples for your Insta campaigns.

5. Headspace

Headspace’s Instagram ad is the perfect example of a custom-made call to action. “Snuggle up to Headspace” evokes a cozy feeling in users and personalizes the brand. Words like “snuggle” fit into the category of sensory words .

Headspace Instagram ad

  • They (smartly) opt to draw attention to the custom-made CTA and leave the “Get 30% off” as a secondary CTA
  • They use the CTA button “Subscribe” after that to make it clear how that snuggling up will happen
  • Coupled with a sweet, serene image, the whole CTA experience feels more like a gentle nudge for meditation and less like an ad

6. Elementor

As an event-type ad, Elementor gets it right. It displays all the key information regarding the event (name, speakers, date, and time).

Elementor event ad

Why it works:

  • The two most eye-catching elements on the ad are the headline and the call to action button. They both have the same contrasting colors that stand out against the dark background.
  • Both call to action buttons (‘Save Your Seat’ and ‘Book now’) are very concise and direct
  • The old-school flair of the ‘save’ icon next to the CTA button works well with the target audience (likely consisting of more technical people)

7. Nøie Skincare

You have probably seen call to action examples like this in the advertising strategy of ecommerce brands. The main goal is to sell. At the same time, the ad focuses on the experience instead of rushing to take the user to a web page. In this case, “Shop Now” is the type of CTA that is direct, yet, the ad copy does most of the selling.

Nøie Skincare ecommerce call to action

  • The emphasis is on the product experience, which makes having just one call to action sufficient
  • “Shop Now” is direct and to the point. The prospective customers know where they will be taken from the post

8. VAI Course

Esther Inman’s VAI Course ad keeps it fresh with the colors and a simple call to action button.

VAI Course Friday Feature weekly remote job pack

  • The CTA text on the ad itself boasts about its main USP: the user gets a remote job pack every Friday
  • The “See More” call to action button leaves the audience at ease knowing that they can still learn more about the product before signing up

Email conversion rates can soar as high as 15% . Take a look at the following email call to action examples from some brands who are doing it right.

9. Black Illustrations

Design agency, Black Illustrations prefers to use multiple CTAs in their email marketing. You can run your own test on this strategy, but it makes sense to include a few secondary call to action buttons if you have a relatively long email. Black Illustrations also adds a hyperlinked CTA to further help guide users to take action.

Blackmarketing real estate email marketing

  • Multiple CTA buttons (and hyperlinks) in a long email can increase your conversion rates.
  • “Free with a subscription” stands out and keeps the main message clear for the user
  • The color choice for the button works well with the brand yet still stands out

10. Audiense

The audience analysis tool, Audiense, prefers the long CTA route in their email marketing. Phrases like “show me…” or “take me to…” create a clear value proposition and helps the user feel in control.

Audiense show me the findings

  • Using multiple words and first-person phrasing in your call to action could increase your relatability and CTR
  • Users get a better sense of the type of page that awaits them after clicking
  • When using a long-form CTA, you get to test a wider variety of versions

Landing page CTAs

Landing pages are great subjects to run a CTA test or two on. Below are some great call to action examples for your next campaign.

11. Tim Ferriss

Tim Ferriss’s email sign-up landing page is as minimalistic as it gets. No top menu, no links, or other distracting web components.

Tim Ferriss minimalistic email sign-up page

  • The distraction-free page keeps the focus on the main CTA: to sign up for the newsletter
  • The black headline and black CTA button provide a striking contrast to the white background
  • “Get access” is a great call to action to use if you want to establish the feeling of receiving exclusive content in the user

Joy is a Canadian company that offers a razor subscription service for women. Their landing page is concise and fits all information to the visible area. The CTA button stands out as it’s the darkest element on the page.

Joy razor subscription CTA button

  • The contrasting color of the button helps users easily navigate to the next step
  • The CTA copy itself follows ecommerce best practices: “add to cart” is an easy-to-recognize button in the industry
  • The small-cap lettering (which fits the brand) lends a unique look to an otherwise highly used CTA

13. Leadfeeder

Leadfeeder’s own lead-generation landing page is simple with a clear value proposition. On the left, you get a summary of the ebook. On the right, you will need to provide some basic info and then click “Get the Guide” to submit your request.

Leadfeeder's guide to account page retargeting on LinkedIn

  • The CTA button is the only green item on the page
  • “Get the Guide” engages the users with a clear offer

Website CTAs

Your landing pages may be the focus of your ad strategy. Still, it’s necessary to create a homepage with just as much converting power. Meet a few thought-out CTA examples below for your website!

14. Touchland

Touchland is here to sanitize your hands without making a mess. The “checklist” on the left (keys, wallet, phone, touchland) is cheeky. It’s a clever storytelling technique to place visitors into a familiar scenario while introducing the product.

Touchland checklist

  • “Get yours” implies that a lot of people already have one – you will only fit in if you get yours
  • The transparent call to action button gives the website an airy feel to it, which is on track for a business that sells a mist

With COVID-19 restrictions coming and going, travel sites like Airbnb have to develop ways to stay top of mind. They achieve this by featuring a wishlist of outdoor spaces and a dreamy illustration on their website.

Airbnb outdoor illustration camping on the lake

  • “Get inspired” is a soft CTA that invites the user to explore ideas for future travel (and remarketing)
  • The call to action button itself stands out against the pastel-colored background

16. Smartlook

Smartlook is a user behavior analysis tool. They closely follow website best practices by placing a “hero” section above the fold (tagline+description+CTA). The main goal of the site is to prompt visitors to sign up for a free trial.

Smartlook analyze user behavior

  • The colorful call to action button provides a stark contrast against the grey and blue background – an immediate eye-catcher
  • Using red and yellow colors on the button evokes a mixture of excitement and optimism in hesitant visitors
  • The copy on the button says “Create free account” and the supporting text underneath is “No credit card required.” Both copies aim to overcome the subconscious objections of prospective users (Will it cost me anything? Will they charge my credit card?)

17. Ecom World

Ecom World is the website for “The World’s Largest Ecommerce Event.” They placed all of the most important info above the fold: what+when+where+the CTA.

Ecom World largest ecommerce event worldwide sign-up details

  • The call to action button coordinates well with the rest of the design elements. Throughout the site, the most crucial info tends to be highlighted in black.
  • Multiple CTAs could increase conversions . Here, the “Buy Tickets” CTA appears three times above the fold alone (main navigation, in the hero, and in the sticky nanobar)

CTA buttons: Why they matter & how to use them

You can — and should — use CTAs on all types of marketing materials and on every platform you’re marketing on. This includes PPC ads of course, but it also includes landing pages, websites, blogs, newsletters, emails, and more. Sometimes, this means that you just need to stick to a plain-text CTA that’s possibly hyperlinked.

In plenty of cases, though, there’s a good chance that you would benefit significantly from clickable CTA buttons.

That’s why even Facebook has short, clickable CTA buttons that you can add to every ad campaign, and why you’ll see so many landing pages with bright “Sign Up Now!” text in a big yellow button. Clickable CTA buttons specifically have been proven many times over to increase conversion rates significantly. One study found that adding a CTA button to their article templates increased conversions by 83%, and it boosted ecommerce conversions by 22%.  Copyblogger found something similar; when their CTAs looked like buttons instead of plain text, they saw a conversion rate increase of 45% .

Let’s take a look at a few best practices for CTA buttons and how to use them in ads and on your site (including site pages, landing pages, and even your blog.

Facebook Ads

You know we had to start with Facebook Ads!

For a few years now, Facebook has had clickable CTA buttons built into the native interface. Button options include “Shop Now,” “Learn More,” “Download,” “Send Message,” and more. The idea is that you can use these CTA buttons to reinforce your ads, increasing the likelihood of conversion.

what is a call for action in an essay

You should absolutely always include a CTA button on your ad campaigns in addition to using a CTA in the headline and/or description copy, too. Users intuitively are more likely to click when they see that button prompting them to take action without even realizing it.

Remember to tailor your CTA based on the ad that you’re running and the stage of the funnel that you’re targeting. Opting for “learn more” for users earlier in the funnel can feel lower-risk and less pressure than starting with a “Shop Now,” but this depends on the ad and the audience.

And if you’re wondering if these CTAs matter, know that they most definitely do. AdEspresso recently ran a $1000 experiment testing different types of CTA buttons on Facebook Ads to see what was most successful – and the result was astounding.

Overall, the top performer (Download) gained 49 conversions for $5.10 each, while the worst performing CTA (no button at all) achieved only 20 conversions at $12.50.

This means that you can end up paying more than twice as much for a conversion depending on the CTA you choose – something we would have never figured out without split testing.

what is a call for action in an essay

We recommend testing out your CTA buttons using our internal split test engine to see which your audience responds to. This will allow you to test every possible combination of CTAs, and allow you to easily determine which is giving you the most conversions for the cheapest price.

 AdEspresso can even automatically pause your underperforming combinations using our Automatic Optimization feature , taking the guesswork out of campaign management altogether.

Your Website & Landing Pages

It’s always a good idea to use clickable CTA buttons to help users navigate through your site and to take certain actions. This is important both for your general website and your landing pages, too.

You can use these buttons to prioritize certain actions or to take users through typical paths that users follow when they’re most likely to convert. (On my site, for example, Google Analytics has shown that people who visit my portfolio page first are 6x more likely to get in touch with me than those who just view my contact page first.)

what is a call for action in an essay

On landing pages and the home page of your website, you’ll want to make sure that the CTA button meets the following criteria:

  • It uses contrasting colors to jump out at the user.
  • It’s clearly a clickable button designed to improve navigation.
  • It utilizes brief copy on the button itself but is often surrounded by copy that adds context and makes it more persuasive (like the example above).
  • It should appear above the fold on the page, meaning that users can see at least one CTA button before they’d need to scroll down to see more information on the page. Make sure you take this into account on both desktop and mobile sites.

When you’re creating landing pages and site pages, remember to test them. Most people don’t realize that you can test site pages just like you would PPC campaigns when you’re using tools like Unbounce . Test different types of CTA copy, different placements, or even different colored buttons. Look for what works best, and optimize your pages accordingly. You can learn more about how to do this by checking out our $1000 case study here .

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February 21, 2018 at 9:03 pm

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March 14, 2018 at 1:14 am

What a list! Huge! Thanks for sharing such an incredible list. Either way, keep doing good work!

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July 10, 2018 at 2:14 pm

My name is Kevin and I am a Senior Project Manager at IdeaPros, a company that turns ideas into real life businesses – similar to an incubator. Our team consists of experienced professionals, which have the capacity to turn any idea into a successful business. There is one aspect that we are lacking, which is the copywriting and compelling call to actions for landing pages/websites. We need someone that has experience in creating compelling call to actions and copywriting in order to intrigue customers/visitors to purchase a product.

Our company has over 120 clients, which is growing everyday. We are a high-caliber company with constantly growing client list.

We are looking for a marketing professional to refine the copy and call to actions on the websites that we make. From describing the product to creating simple sentences, we need someone to produce this content. There will be numerous projects a week and the work will never end, hence we will negotiate a price that is fair for the long run. Please let me know.

Warm Regards, Kevin Nguyen IdeaPros | Senior Project Manager [email protected]

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July 11, 2018 at 11:18 am

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August 9, 2018 at 9:38 pm

Great!! nice to read!! thanks for sharing it Dth Button Bits Exporters

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September 15, 2018 at 4:01 am

The information you’ve got shared is extremely attention-grabbing. this may extremely useful for users. Thanks for sharing such a meaty weblog

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November 15, 2018 at 9:33 am

Very informative article with good reference. Very useful and informative for front end designers. Keep up the good work.

October 10, 2021 at 2:53 am

Can we have updated version of this article. Web has changed a lot since this was published first. Thanks

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November 29, 2018 at 10:44 am

Thanks much, practical suggestions.

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December 15, 2018 at 10:28 am

Thanks for the nice article, Ana. Just wondering whether the rules are sort of persisting or a fashion thing. If everyone is doing it the same way, won’t readers get fed up with it and resist the CTA? By the way, Happy New Year!

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December 29, 2018 at 3:42 pm

Excellent article! Thanks for sharing exceptional value-added content.

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January 8, 2019 at 1:33 am

thanks to sharing this very good article about call to action good examples ..good job

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January 8, 2019 at 1:35 am

the wonderful information call to action thank you so much great job thank you

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January 16, 2019 at 8:01 am

Thanks for sharing!

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January 17, 2019 at 7:29 am

Hi Buddy, thanks for the nice and informational post… Loved it!

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February 3, 2019 at 7:29 am

Thank you for sharing this valuable information which is easy to implement.

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March 2, 2019 at 4:17 am

Excellent information

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April 9, 2019 at 11:45 pm

great post on CTA

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April 11, 2019 at 11:53 pm

These CTA examples are very useful.

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April 15, 2019 at 10:45 am

Very informative & keep sharing, You are a student and don’t know how to earn? So don’t worry Now, you can Make Money As A Student easily.

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April 17, 2019 at 10:09 am

Loved your article!!! Very detail explanation, thanks for sharing the information! I need to try it now 🙂

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April 20, 2019 at 4:31 am

I am continually browsing online for ideas that can help me. Thank you! http://rahuldigital.org

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April 21, 2019 at 10:48 pm

Nice information. Thanks

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April 30, 2019 at 4:41 am

Amazing article – it is good to know, that other websites also name small details as the most crucial ones. We can see, that every step requires personalization, that is the reason why we created unique CTA phrases generator – http://www.ctagenerator.com

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July 4, 2019 at 1:36 am

Hey Ana, I want to thank you for shariing your knowledge with us. I really appreciate you for such a great post. You have provided lots of information in an easy and understandable way.

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September 20, 2019 at 10:33 am

Thanks for sharing such awesome call to action examples just loved it. definitely going to try these example in our next campagin.

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November 9, 2019 at 4:10 am

A call to action is an invitation for a user to take some desired action. You often see call to action examples in persuasive writing. Once a brand has made its case in a blog post or video, for instance, they’ll often include a call to action at the end.

November 30, 2019 at 6:53 am

One of the best uses of FOMO in your CTA is to mention a sale or promotion that your company is holding, and which won’t last forever. You probably get emails with this sort of messaging all the time, I know I sure do. I’m talking about messaging like “Shop today! Sale ends on Monday,” perhaps during a three-day weekend. Or even “buy now while supplies last!” during the holiday season. It’s tough to ignore a prompt like that, especially during a time-sensitive, under-the-gun type of situation (e.g. the Christmas season). Similar to provoking enthusiasm as we discussed earlier, provoking fear of missing out in your CTA is sure to get you some additional clicks.

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December 21, 2019 at 2:00 am

Getting the balance of ‘you’ and ‘us’ is important everywhere else in your website (and emails!). (Re #37 above)

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January 24, 2020 at 3:14 am

Great post always testing different CTA on both Facebook and Adwords to see what can improve CTR and Conversions. The examples above are highly useful to get me thinking more creatively.

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March 7, 2020 at 12:53 pm

Do you have a preferred call-to-action, or perhaps one that surprised you with how well it did? What about one that you were hoping would perform well but ended up bombing? I’d love to hear about it, so feel free to sound off below!

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May 20, 2020 at 6:02 pm

I used CRO based CTR label variations with button colors and it helped me to improve leads.

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June 7, 2020 at 11:31 am

informative article, thanks for sharing this article.

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June 11, 2020 at 10:02 pm

Nice post I learned a lot here thanks.

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June 19, 2020 at 2:20 am

Thanks for sharing such awesome call to action examples. you have explained it very will. i have also written on same you can visit my website: Hestabit

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July 24, 2020 at 9:01 pm

This list is just what I was looking for. I was in need of a CTA for my ad I was doing so this was timely. Thanks!

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January 26, 2021 at 10:38 pm

Absolutely useful article, I’m crafting my first landing page and I so need it.

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February 13, 2021 at 2:42 am

You have a very good list of CTA examples here. Thank for working hard to provide these example with great explanations.

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May 16, 2021 at 12:51 am

Very much useful article, I have been using this, But in different industries it’s very much useful.

Thanks again.

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May 18, 2021 at 6:36 am

Having the right CTA can make all the difference to your business’s bottom line.

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May 18, 2021 at 8:23 am

CTAs have always been a weak spot, but this is super helpful. Thanks!

[…] Almost all of your marketing content should have a well-crafted call to actions meant to encourage action. https://adespresso.com/blog/call-to-action-examples/ […]

[…] Call to Action […]

[…] to https://adespresso.com/blog/call-to-action-examples/  you cant just have any call to action, it must be strong enough so people will be convinced enough […]

[…] put a cap on this, without a call to action on your visual content, you risk drawing zero leads to your brand. Your CTA must not be less than three words. Even more […]

[…] 31 Call To Action Examples (And How to Write the Perfect One) https://adespresso.com/blog/call-to-action-examples/ […]

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What Is a Call to Action in Writing?

what is a call for action in an essay

Written by Rebecca Turley

call to action

How do you inspire readers to take action?

A Call to Action (CTA) in writing is your opportunity to motivate readers to take some type of action. Can your writing and accompanying CTA be compelling enough to motivate your readers to take the next step, make the next move?

That’s the million-dollar question.

Call to Action: What It Is, What It Isn’t, and How to Successfully Use It in Your Writing

So, what exactly is a Call to Action and how can you best utilize it as a writer?

A CTA in writing is a clear and direct message that should elicit a strong response from readers to do something . In marketing lingo, this something is called a “conversion” – turning observers into doers.

Think of it as a “hook, line, and sinker” moment – you want to inspire the reader to do what you want them to do. Maybe it’s subscribe to your online newsletter, book a service, or buy a product—a CTA is a one-liner that gets the job done. It can be an outstanding marketing tool that keeps your reader engaged and ready to act.

It may be a small, two-word phrase or as long as a sentence, but its goal remains the same: to provide your reader with direction on what to do next. You provided them with compelling, interesting text; now’s not the time to leave them hanging! Finish it off with a great CTA and you’ve accomplished your goal.

CTAs are most often used to make a sale by providing a direct path to the product or service you want them to buy. But they can also be helpful for building your customer base and generating leads for future sales. Most CTAs are used as hyperlinks that take the reader where you want them to go, but they can also motivate the reader to make a phone call, download a brochure, or complete a similar activity.

creating a call to action

Creating an Effective Call to Action

Once you understand the goal of the CTA, it becomes rather easy to write one yourself. But there are some tried-and-true rules to follow to ensure your CTA is everything it can be.


  • Overly wordy

Start your CTA with a strong action verb .

A CTA doesn’t take time to get to the point. It accomplishes its goal by telling the reader exactly what to do.

Think “authoritative” when choosing your words for a CTA. Those action verbs should inspire and convince the reader to do something, so now’s not the time to underwhelm them. When choosing that action verb, think about how best to direct your reader:

Use words that excite and motivate the reader.

Get them motivated and curious to make the move. Think about persuasive language here, about intriguing your reader to want to know more or make a move. Persuasive language speaks to saving them money, saving them time, or improving their lives in some way:

  • Sign up to join the millions of others who are taking steps to save the planet!
  • Click here to start saving money today!
  • Call today to book your dream vacation!

Create a sense of urgency.

You can create a sense of urgency in a number of ways. Add an adjective, make a promise, or elicit FOMO.

  • Order yours today, while supplies last!
  • Get free shipping for a limited time!
  • Lose weight in just 4 weeks!
  • Call today and enjoy 50% off your purchase!

Eliminate wordiness.

You have one opportunity to capture their attention and motivate them to click. Don’t waste it by overloading your CTA with unnecessary words or confusing text. Think straightforward, clear, concise, and to the point.

If you aren’t getting the response you hoped for, switch it up.

You never really know if your CTA is going to be effective unless you give it a whirl. If you aren’t getting the response you hoped for, it never hurts to try another tactic. Remember that CTAs are not a one-size-fits-all approach, so you may need to experiment to find one that works best for your audience.


Need a little inspiration to create the perfect CTA? Here are popular CTA phrases designed to boost your conversion efforts.

Do you want customers to sign up or subscribe to something?

  • Subscribe now
  • Don’t miss out
  • Get started now
  • Stay up-to-date
  • Remain in the know

Do you want customers to keep reading your content?

  • Find out more
  • Discover more
  • Become part of our community

Do you want customers to take advantage of a deal or discount?

  • Claim your offer
  • Claim your discount
  • Redeem your discount
  • Start your free trial now
  • Start shopping now
  • Claim our limited time offer

Adding a Secondary Call to Action: Another Tool in the Writer’s Toolkit 

busy office

A secondary CTA is not simply reciting the primary CTA twice or rewording the primary CTA. It serves as another option for the reader.

Here’s a good example:

Primary CTA: Donate now to help save endangered white rhinos!

Secondary CTA: Sign up for our weekly e-newsletter to stay up-to-date on conservation efforts for the endangered white rhino.

The primary CTA is a great example of providing the reader with an immediate opportunity to act. But not all readers may be ready to pull out their wallets and make a donation. That’s there the secondary CTA comes in. You’ve captured the interest of the reader enough to inspire them to sign up for your weekly e-newsletter, which could translate into a donation somewhere down the road. Secondary CTAs provide the reader with another opportunity to take action, thereby allowing you to boost your conversion rate.

The secondary CTA should be featured less prominently than the primary CTA because you ultimately want the reader to click on the primary CTA. Remember: The primary CTA should be the most desired action you want your reader to take. A secondary CTA shouldn’t compete with the primary CTA; it should complement it.

But the secondary CTA is certainly an excellent option for those who don’t find the primary CTA appealing. The secondary CTA captures that reader who may have moved on from your website or blog without taking any action at all (i.e., lost conversions). By keeping your reader engaged and returning to your site with the secondary CTA, you’re naturally increasing your chances of enticing the reader to act on the primary CTA in the future.

Secondary CTAs may also be used to simply grow your social reach. A great example of a secondary CTA in this case is to simply encourage the reader to follow you on Twitter, Facebook, or LinkedIn. You can also encourage the reader to share your article or blog on their social media platform of choice. Either way, it’s a great way to boost your social media presence.

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14 Tips for Writing the Best Call to Action (With Examples)

You could write the most effective, emotional, efficient copy for your printed marketing media, and it wouldn’t amount to anything if a call to action wasn’t clearly defined.

In written advertising, a call to action (by definition) is an imperative sentence that instructs the reader to perform a task. They’re absolutely crucial because once you’ve hooked your audience on your brand, they need to know what steps to take in order to obtain your product or service. Good call to action phrases act like a trail of breadcrumbs leading potential customers directly to your business.

Know your audience’s needs

Before you can begin writing your call to action, you have to understand what you can offer your audience and more importantly, why they need it in the first place. The best practices for accomplishing this are to identify a problem your audience can relate to and position your brand as a solution to that problem. This makes the call to action more enticing to the audience because it gives them a reason to follow your instructions.

Mother's Day Flyer with Call to Action

This flyer begins by offering a benefit (a happy reaction from your mother) and follows up with a call to action: “Send us her photo.” Photo Credit: LeighAnn Loftus

Use actionable verbs and phrases

Almost every call to action includes a verb–but some verbs are stronger than others. Action words and phrases compel the reader to perform a task, which is the entire point of a call to action to begin with. Actionable verbs are ones that can actually be carried out by a person in a literal sense.

For example:

Good: “Call us today for a free sample” – this is actionable because “call” is a verb that can be carried out by a person.

Bad: “Give us a call for a free sample” – although “give” would normally be actionable, in this case what you’re giving is not a tangible object. You can’t literally hand someone a phone call.

Clarity is crucial

A call to action is only effective if it’s clearly understood by the audience. For starters, the font should be bold and easy to read, so avoid small or overly fancy fonts.

More importantly, the message itself should be easily understood. A clear message spells out exactly what the audience should do and how it will benefit them. Write your call to action using simple language-avoid jargon or confusing terms.

Here’s an example:

Good: “Visit our website! “

Bad: “Point your web browser towards our home page.”

Simple and Clear Call to Action

The call to action here is quick and to the point: “ENTER NOW” and a corresponding URL. Photo Credit: Jennie Myers

Make the action as easy as possible

The reader should be able to go directly from the call to action to performing the task itself, so make sure he has everything he need to follow up. For example, if you want them to call, provide a phone number.

However, you also have to consider what kind of phone number you use and if it presents any other problems to your customer. For example, a customer is more willing to call a local number or a toll-free number than a long-distance number.

If you want your customer to visit your website, provide an address. However, if you also provide a QR code, then customers with smart phones or tablet devices can immediately visit your site without having to type an address.

Call to Action with URL

If your goal is for your audience to visit your website, make sure to include a clear and noticeable URL, such as the one on this flyer. Photo Credit: Veronica Varetsa

Writing a call to action is more effective when the audience is only being asked to complete one task. Multiple phrases asking the audience to perform different tasks can be confusing and audiences can loose interest when they think there is a lot of work involved.

However, if you have to have multiple calls to action, make sure one is clearly dominant while the others are just there to work towards the main goal.

Multiple Call to Action Examples

This flyer has multiple examples of calls to action, but one dominates the others: “Buy at Fine Retail Stores.” Photo Credit: Fran Linden

For example, the end goal may be to have customers sign up for a free consultation, but they might have multiple options for doing so. By using both “Call us to sign up for a free consultation” and “Visit our website and sign up for a free consultation” in your copy it makes it clear to the audience that signing up is the most important action.

A better way to achieve this would be to eliminate the other calls to action altogether. “Sign up for a free consultation by phone or on our website” is much clearer.

Create a sense of urgency

A time limitation makes your calls to action a bit stronger because it adds a sense of urgency. However this doesn’t have to be a strict measurement of time, just a general feeling of importance.

Good: “Call us today” – This call to action gives the audience a firm measurement of time to work with and creates a sense of importance.

Good: “Call now” – This is even more urgent and implies the offer may not last forever (even if that’s not the case.) The audience understands the importance of calling soon.

Bad: “Call anytime” – This implies that the offer is always available and that there’s no need to call immediately, which makes it more likely that the audience will forget to call completely.

Flyer with Urgent Call to Action

A sense of urgency helps to make your call to action (such as the one on this flyer) more persuasive. Photo Credit: Darren @ Mass Appeal Designs

Answer the reader’s questions

Customers want to know what will happen if they follow your call to action and how doing so will benefit them. Many people in your audience will be skeptical to follow your instructions unless they’re given more information on what happens after doing so.

Quell your reader’s fears

Call to action phrases can be used to help your audience get over any opposition they may have. Identify and demolish any misgivings your audience may feel towards your brand and add statements that provide reassurance.

For example, a reader may not want to call because they’re afraid of being sucked into a long sales pitch. Therefore, you might say something like “Call now and in less than five minutes you can get a great deal on your insurance.”

Make an offer they can’t refuse

Sometimes a special offer can go a long way towards convincing skeptical audience members to follow your call to action. This might be a free gift, guarantee , special discount or other incentives to sweeten the deal.

“Order today and get half-off the cost of shipping.” “Call now and ask about our buy-one, get one offer.” “Sign up for our mailing list to receive special member coupons.”

Be upfront in your call to action if there are any limitations to your offer, such as a time limit or per-customer limit.

Call to Action with Prominent Discount

The fact that buyers can ‘save over $700’ makes the call to action on this flyer especially persuasive. Photo Credit: Mike Greenwald

Use repetition

Just like any message you want to drive home, repetition makes your call to action more effective. Repeat your call to action several different ways and in different areas to make sure the message is clear.

Take a look at these examples:

“Visit us at the corner of Main and Maple to receive a free quote” “Come to our downtown location for your free quote” “Ask for your free quote at our Main and Maple location.” “Drive downtown today for your free quote.”

Use colors and graphics

A call to action is more effective when it stands out from the rest of your design. Try using a contrasting font color to make the call to action pop. Red is an effective call to action color because it’s bright and creates a sense of urgency, but you can use any distinctive color that matches your design.

Call to Action with Red Design

The bright red color helps this mailer’s call to action really stand out. Photo Credit: Burton Creative

Leave white space

Size matters.

A call to action should usually be sightly larger than the surrounding paragraph text so that readers recognize it as something separate. This also makes it easier to scan and read. People don’t always take action right away; a large call to action ensures that they will find it easily if they look at the ad later.

Follow through

When the customer actually does follow through on your call to action, what happens next? It’s your responsibility to make sure that when they follow your instructions, it’s easy for them to follow the next step towards a sale or conversion.

And the next step.

For example, if you ask them to call your office, make sure someone is on the other end waiting to take their call and to explain the next step of the process. If the office is closed, there should be an automated message that explains the process and gives the customer instructions on when to call back.

Practice makes perfect, and your best call to action ideas will likely come to you after you’ve become more familiar with the process. Take the time to perform writing exercises, coming up with different ways to instruct your audience and drive them towards your brand’s end goal.

What sort of calls to action do you find to be effective in your printed material? What calls to action have you yourself acted upon in the past? Here’s a call to action for you: share your responses, tips and examples in the comments!

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Our marketing, design and printing experts are passionate about sharing their knowledge. We're eager to help make your vision a reality in print. Be sure to explore the rest of the Printwand blog for more reliable, easy-to-understand information.

what is a call for action in an essay

4 Responses to “14 Tips for Writing the Best Call to Action (With Examples)”

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I found your examples and suggestion to be very helpful , I intend to apply this information as I work on my call to action. I truly thank you.

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Thank you for taking the time to share this information, I plan on applying it today in marketing my new sculpture, “Turn Two – Double Play

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Some good tips there. I think however that a few of these flyers are even still a little too busy in design. I am forever trying to encourage my clients to create simple punchy ads so that the message is to the point. Product – Call to action – URL and finished.

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Great call to action content

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what is a call for action in an essay

Master Call-to-Action Writing: Boost Your Essays Now!

Unlock the power of persuasive writing: what is a call to action.

If you’ve ever wondered “what is a call to action in writing?”, you’re not alone. In writing, especially in an essay, a call to action (CTA) is essentially a sentence or a phrase that encourages readers to take a specific action. This is a compelling message that requests the reader to respond in some way, helping to boost engagement and response rates.

Examples of a Call To Action in an Essay

To illustrate, let’s go through some clear examples of the call to action:

  • “Buckle your seat belts, it’s about to get intense! Continue reading below!”
  • “Convinced about the urgent need for climate action? Join the movement today!”
  • “Intrigued by our discussion so far? Click here to find out more!”

Each of these examples serves to invite the reader to engage further, whether it be reading further, joining a movement or clicking a link.

How To Use A Call To Action In Your Essays

To effectively use a call to action in your essays, it’s important to identify your essay’s intent. Are you trying to persuade your audience to believe in a certain perspective? Or perhaps you’re informing them about a particular topic and would like them to delve deeper?

Once you have identified the purpose of the essay, use your CTA to draw your readers towards that purpose. Be clear and specific about the action they should take. And remember equation – compelling reasons plus a splash of personal touch equals a highly effective CTA. Like, intrigued by the vastness of the universe? Subscribe to our astronomy newsletter for regular updates!

Boost Your Essays With Strategic Calls To Action

The difference between an ordinary essay and an engaging one often lies in effectively utilising techniques like call to action. By integrating this tool strategically, you won’t just enhance your essay writing but also make your content more interactive and compelling.

Common Questions About Call To Action In Writing

Here are answers to a few common queries about how to use a call to action in your essays:

“Can a call to action be at the beginning of an essay?”

Definitely! An early call to action can create immediate engagement and sets the tone of the essay right from the start. However, make sure that it aligns with your essay’s purpose.

“What is the need for a call to action in an essay?”

Without a clear call to action, your audience may read your essay and feel informed or entertained but not know what to do next. A call to action tells them where to go or what to look for after finishing your read.

Master the Art of Call-to-Action Writing

Knowing the answer to “what is a call to action in writing?” is only the beginning. The real test lies in applying it effectively in your essays. Keep practicing, learn from your successes and setbacks, and you’ll soon master the art of crafting compelling calls to action!

So next time you’re penning down your thoughts, remember, strategic CTAs are not just for marketers but for every writer aiming to make their work interactively compelling. Happy writing!

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That White Paper Guy

How to make an effective call to action in a white paper

Any white paper without an effective call to action is wasting a huge opportunity..

A call to action answers the question, “What do we want our ideal prospect to do after they finish reading our white paper?”

call-to-action - How to make an effective call to action in a white paper

Knowing how to craft one can make a big difference in your results.

Here are 10 tips on how to write a more effective call to action in your next white paper.

Tip #1: Put it at the end

A call to action is not like a “Buy now” button that you can sprinkle all through an online sales letter.

You use it once, right at the end of your white paper. That means at the end of your concluding summary.

Tip #2: Keep it short, clear, and precise

A call to action doesn’t have to be long and involved. In fact, it can be conveyed in one sentence.

Here’s the simple formula I use to write a call to action: “To find out more about how your business can gain [key benefit explained in white paper] with [product or company name], [do something].”

The rest of these tips focus on the “do something” part of this formula.

Tip #3: Don’t be vague

In a call to action, you want to be as precise as possible.

Think of this like giving directions. Do you say, “Go down here a-ways and after that you’ll need to make a turn?” or do you say, “Keep going on Main Street for three blocks, and then turn right at the stoplight.”

As a rule, the more specific the call to action, the better… and the easier it is to measure the results.

So tell them something specific:

  • Go to this landing page.
  • View a short demo.
  • Take an online survey.
  • Request a free trial of our product.

Tip #4: Don’t send them to your home page

A phrase like, “For more information, visit AcmeSoftware.com” is not  an effective call to action.

The only exception is a business with quite a simple value proposition and just a few pages on the web.

For example, I wrote a white paper for one client that uses proprietary software to cut corporate wireless costs. The value proposition was easy to see, and their website only had three pages.

For that white paper, I used this call to action:

“To find out how much your business can save on wireless, contact [company name] at [phone number] or visit [website] for a free analysis.”

Tip #5: Don’t ask for the order

Many salespeople think that a call to action means to ask for the order. After all, they’ve been taught, “Always be closing!”

Just like in this notorious speech by Alec Baldwin from the movie version of  Glengarry Glenn Ross.  (Click to watch, but beware of extreme profanity).

photo of Alec Baldwin in Glengarry Glenn Ross movie

There’s nothing wrong with selling, at the right time and in the right place. But a white paper is not the time or place.

Instead of selling, a white paper works best if it helps, teaches, and explains.

There will be time for selling later, after your company has established more trust with the prospect.

Tip #6: Build your white paper into your sales cycle

Most B2B companies that use white papers have a more complex sales cycle than the one I mentioned above.

For best results, build your white paper into the company’s sales cycle.

How? Talk to the sales manager or product manager and explain the plans for the white paper.

Discuss where this paper fits into the sales cycle, and what makes sense for the next step.

This may take some hard thinking and negotiating. But without it, your call to action can never be as powerful.

Tip #7: Consider your purpose and audience

Your call to action should ideally match the purpose and intended audience for your white paper. This is where your white paper planning comes in.

Let’s say your purpose is to generate leads, and your target audience is COOs in mid-range enterprises with problems making good hires.

You probably can’t ask a busy executive to download a demo version of your HR software to test-drive it.

But you could ask them to take a 2-minute survey to see how their company’s hiring process compares to other firms in the same sector.

Be imaginative, and come up with an easy next step.

Tip #8: Deliver prospects to your website

Another good tactic is an ROI calculator, where a prospect can enter numbers into a widget and see how much they could save or profit with your solution.

A ROI calculator can be ideal for a CFO audience.

But keep it believable. Don’t just pull numbers out of thin air. Use real customer experiences or metrics to build your calculations.

Always be looking for ways to get an interested prospect to interact further with the company, most likely through its website.

Tip #9: Get the resources to create the next step

But wait a minute, that 2-minute survey doesn’t exist yet. Neither does that ROI calculator.

So you better get busy.

In other words, if there isn’t already a “next step” in your sales cycle, you need to create one.

And if you can’t do that all by yourself, you may need a researcher, a writer, and a Web developer… and the resources to engage them.

This suggestion goes beyond creating a call to action, but it will help generate much better results.

Tip #10: Think ahead to the NEXT call to action

At the end of the next step, always have another  call to action to keep prospects engaged.

Perhaps this is a good time to ask them to watch a short video, or subscribe to your e-newsetter of monthly tips.

Your goal in each step is to engage each prospect more, collect a little more information from them, and draw them deeper into your sales funnel.

In other words, build a cascade of conversions, each drawing them closer and closer to the company.

Do you have any tips on making calls to action? Please leave your comment below.

Want to hear whenever there’s a fresh article on this site? Subscribe here to stay in the know on long-form content . From time to time, we’ll also send you word about some great new resource or training. And you can unsubscribe any time.  

what is a call for action in an essay

About Gordon Graham

Worked on 320+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.

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How To Write a Call to Action That Works [Tips + 6 Examples]

Ready for your marketing campaigns to actually drive results? We’ll show you how to motivate your audience with a killer call to action.

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You know how they say a closed mouth doesn’t get fed? If you want someone to do something, you gotta ask for it. Writing a killer call to action (CTA) is one strategy to get what you want.

Whether you’re trying to get people to buy your products, sign up for your emails, or join your cult, crafting the perfect call to action is essential for success.

But how do you write a call to action that stands out from the crowd and actually drives results? In this blog post, we’ll show you how to motivate with some powerful examples of moving calls to action and tips on writing them yourself.

Bonus: Download a free guide to social advertising and learn the 5 steps to building effective campaigns. No tricks or boring tips—just simple, easy-to-follow instructions that really work.

What is a call to action?

A call to action is a word or phrase that prompts action. It is a marketing term to describe urging your audience to act in a certain way.

A call to action can appear as a clickable button or simply as a piece of text. Call-to-action buttons and phrases can appear at any place in the user journey that you want to direct your audience.

Let’s say you’re trying to sell a pair of shoes on Instagram, and you’re crafting clear social media CTAs . You might have a call to action at the end of your social post caption that says, “Click the link in our bio.” The link in your bio could lead to a product page with information about the shoes on it. The call to action on this page would be an “Add to shopping cart” button.

CTAs aren’t just for social media. They can also appear in emails for an email marketing campaign, on paid ads, at the end of a blog post, and on landing pages.

CTAs are common in print marketing, too — think billboards or flyers that scream “Call Now!”

Examples of common CTAs

You’ll see plenty of CTAs around, but there are a few tried and tested phrases on repeat.

These common CTAs are uncomplicated phrases that tell your user exactly what to do and what they can expect once they follow through. There’s power in simplicity, which is why you’ll see these words used over and over again.

Some of the most common CTAs are:

  • Try for free
  • Add to cart
  • Get started

Why is a good CTA important?

A well-crafted call to action serves as a bridge or a well-lit path. It guides your user where you want them to go. Which, if your business plan is in the right place, will be toward your goals.

A strong CTA will grab customers’ attention and incentivize them to take the decisive step necessary to achieve their goals. Effective CTAs give customers confidence in your business. They can communicate security, trustworthiness, and convenience, all of which can increase conversions or drive traffic where you want it to go.

Calls to action can also combat decision fatigue. When someone has too many options, they can become overwhelmed by choice. CTAs can help cut through decision confusion by giving your reader a direct command. Now, go read the best practices for creating effective CTAs.

Best practices for creating effective CTAs

Much like cutting your bangs, there’s a right way and a wrong way to go about creating CTAs. You’ll need to consider things like copywriting, design, visuals, and placement on a webpage.

It might seem like a lot, but we’ve got you covered with the handy best practice list below!

Make it concise and clear

The CTA should be concise and lay out a clear request for the customer, whether that be for them to join a mailing list or purchase a product or service. Don’t write your reader a paragraph with the CTA buried within it; you want them to be able to immediately know where they should go.

Squarespace curious candles get started call to action button

Source: Squarespac e

Make it visible

People don’t scour your web page. They don’t read every word, and they certainly don’t like searching for something. If your CTA isn’t immediately obvious, you will lose your viewer’s interest in seconds. Remember, a competitor is likely doing the same thing you are, and your customers are spoilt for choice.

Make your call-to-action buttons or phrases clearly visible on your page. You can tailor your imagery or site design to point to the CTA for added visibility. Take Fashion Nova, for example. Here, the banner model’s body points toward the Shop Now CTA.

Fashion Nova up to 70% off sitewide

Source: Fashion Nova

Use white space

A great way to make sure people can see your CTA is to surround it with white space.

Don’t be scared of white space on your website! It allows your viewers to breathe in between content and can highlight important information.

Surrounding your button CTA with white space makes it pop.

shop west elm Canada site with white space

Source: West Elm

Use contrasting or bold colors

Stop signs are red for a reason. They pop out among cityscapes or the countryside because that bright, arresting red isn’t at risk of blending in. Do the same for your CTA button colors.

Keep in mind that you shouldn’t veer away from your brand colors. A secondary brand color can do the job well. (And if you want to know more about brand colors and a consistent style guide , we’ve got you covered.)

McDonald’s crispy savory waffle fries order now

Source: McDonald’s

Have well-considered page placement

Where you place your call-to-action buttons matters a great deal. You want to consider the natural flow of your user’s journey. You’ll have some users who immediately want to get shopping or head to the next page, and you’ll have users who want to scroll through your landing page before moving on.

A call to action should be placed under your header and at the bottom of your page. You want to capture people immediately (if they’re willing) and give those who need a bit more time another opportunity to hit that CTA at the bottom.

Squarespace all you need to power your ecommerce website get started

Source: Squarespace

Write benefit-forward supporting text

Supporting text is the content that comes before or in between your CTAs. It can be blog content, email body copy, the text on your website, or any copy that supports your CTA.

This extra information is your opportunity to show your audience the benefit that befalls them when they click your CTA.

ecommerce websites that stand out browse templates and learn more

For example, maybe you’re trying to get an audience to sign up for your email newsletter. If you want to convince people to hand over their email addresses, you’ll have to tell them what that newsletter will do for them.

A copywriting newsletter might say something like, “We sift through thousands of copywriting samples and pull only the best for you to repurpose for your own use. Plus, we tell you exactly why they work, so you don’t have to spend time puzzling through strategy. Impress your clients, save time, and look like an expert. Sign up today.”

The supporting copy highlights benefits so the call to action feels extra compelling. The reader knows exactly what to expect when they sign up for the email newsletter and how it will benefit them.

Create thoughtful copywriting

Aside from benefit-forward supporting text, the rest of your copywriting needs to be on point. Everything, from your site headers to your social posts, needs to be in your brand voice and speak directly to your audience.

Don’t forget to pay attention to the language you’re using both in and around your calls to action. Powerful words strike a chord with your audience’s emotions. White-hot CTA copy is an explosive way to skyrocket your ROI. (See what I did there?)

That being said, don’t confuse your audience. While your surrounding text can be full of powerful language, your CTAs need to be clear so your audience knows where they are headed. “Take the Quiz” or “Shop Now” gives your audience everything they need to know about where the button leads.

feeling fatigued? order today and get your energy back learn more and take the quiz

Source: Qunol

Test, test, and test again

The only way to really know if you’re using the best version of your CTA is to test it. Running A/B tests on your calls to action will show you which strategy performs the best.

It’s a simple method: You change one element (like your copy, placement, or colors) and let it run for a set amount of time. Then, see how it compares to the previous version.

6 great call-to-action examples

Now that you know what to do, it’s time to check out what others are doing! Get inspiration for your next CTA from the examples below.

Oh, how we love a good mystery! Whether it’s a cheesy crime drama or a surprise gift from a company, there’s something about not knowing what you might get that is just so enticing.

Glossier’s “It’s a mystery!” CTA makes us itchy to click that button just to see what’s on the other side.

What's that? a special offer for you first order It’s a mystery! CTA

Source: Glossier

Article uses color to its advantage with the website’s call-to-action buttons. Their secondary brand color is a bright coral, which you can see is used for the “Add to cart” CTA button.

It’s clear, eye-catching, and concise, everything a great CTA button should be.

Article beta cypress green left chaise add to cart CTA

Source: Article

Coco & Eve

Coco & Eve’s email marketing campaign uses a discount code as a CTA. Who doesn’t love saving money? Incorporating your discount code into your CTA is a clever way to get people to click.

take an extra 20% off sitewide discount code

Source: Coco & Eve’s email campaign

While this strategy worked well in Coco & Eve’s email campaign, they ran into CTA limitations on other platforms, like Facebook. If you’re advertising on LinkedIn or Facebook, you’ll know that the apps force you to use a set of standard CTA copy on the buttons.

While this poses some limitations, you can still add supporting text that motivates your audience to click. Below, Coco & Eve included the discount code on the imagery instead, which is just one of many clever ways to go about Facebook advertising .

friends and family sale

Source: Coco & Eve on Facebook

Twitter’s “Tweet” CTA uses its own brand-specific language. Before the rise of social media, if you had told someone to tweet something, you’d be met with a blank stare. (We’ve come since 2006, truly.)

To do this yourself, just create a globally-used platform that makes birdsong synonymous with snippets of thought. Easy.

Twitter homepage with Tweet CTA

Source: Twitter

Tushy uses social proof as supporting text in its Instagram story ad . The “100,000+ 5 Star reviews” statement below serves to motivate others to grab a Tushy. Social proof is one of those marketing tactics that just works. People look to other people to determine what’s hot and what’s not.

Social proof works a lot like the bandwagon effect , a kind of cognitive bias. The bandwagon effect is pretty much exactly like it sounds; when a majority of people like or endorse something, it’s often picked up by others. And, with 100,000 5-star reviews called out, Tushy is using the bandwagon effect to its full advantage below.

Tushy free shopping on bidets

Source: Tushy on Instagram

NatGeo dangles a free trial in its Instagram ad, one of many effective call-to-action ideas you can shamelessly steal. Although, when so many people are doing it and finding success, is it really stealing?

redeem free trial for National Geographic online

Source: NatGeo on Instagram

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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2 officers, 1 first responder killed responding to domestic violence call in Minnesota; shooter also dead

Two police officers and a first responder were killed in Burnsville, Minnesota, responding to “a call of a family in danger” Sunday morning, according Minnesota Gov. Tim Walz.

The city of Burnsville released a statement identifying those killed as officers Paul Elmstrand, 27, and Matthew Ruge, 27, as well as Adam Finseth, 40, who worked as a firefighter and paramedic. Another officer, Adam Medlicott, was taken to the hospital with non-life-threatening injuries.

“We must never take for granted the bravery and sacrifices our police officers and first responders make every day,” Walz said. “My heart is with their families today and the entire State of Minnesota stands with Burnsville.”

Medlicott was shot at the scene and is expected to survive, said Drew Evans, the superintendent of the Bureau of Criminal Apprehension in the Minnesota Department of Public Safety, and Burnsville Police Chief Tanya Schwartz.

"Our folks come to work every day and are willing to give the ultimate sacrifice of their life, but no one expects it to happen," Burnsville Fire Department Chief BJ Jungmann said at the Sunday press conference. He added that it was a "tragic day" and that "we are all grieving."

Schwartz echoed that sentiment, calling the fallen officers "heroes."

"Our police officers and our fire paramedics, they come to work every day. They do it willingly. They know that they might have to give up their life for their partners, for someone else. They know they have to give up their life sometimes, and they do it anyways," Schwartz said. "And you cannot understand it unless you’re in the profession."

According to a statement from the city, police were called to a residence at 1:50 a.m. local time Sunday over a report that an armed man was barricaded inside with family members.

Evans called it a "domestic violence situation" and said there were seven children, aged 2-15, found inside the home with the suspect. The Bureau of Alcohol, Tobacco, Firearms and Explosives said earlier on social media that it responded to a scene “where there have been reports of officers involved in a domestic-related shooting.”

Evans said officers negotiated with the suspect while additional officers responded to the scene.

During those negotiations, the man opened fired, killing Elmstrand, Ruge and Finseth, and injuring Medlicott.

Police gathered in a Burnsville, Minn., neighborhood on Feb. 18, 2024.

Evans said investigators were unsure of the "exact exchange of gunfire that occurred" between the suspect and "several officers" who returned fire. He added that the suspect had "several guns and large amounts of ammunitions and shot at the police officers from multiple positions within the home," including the "upper portion" and main floor of the residence.

Officers also took fire from outside the home, Evans said.

At least one of the officers was shot inside the home, he said, adding that officials were still "piecing together" whether the two other officers were shot inside or outside.

The alleged shooter was reported dead around 8 a.m., and the other family members safely left the home later in the morning, the city statement said.

There had been no prior calls for service at the home or regarding the suspected shooter, Evans said.

He asked for patience while the department investigates the incident and noted the investigation was at its initial stages.

“We’re hurting as a team and as a family, particularly for those individuals who have chosen our police and our fire departments as a career to serve this community and to live out day to day what is one of the most important things here in Burnsville, and that's keeping our community safe," Burnsville City Manager Gregg Lindberg said at the press conference.

Minnesota Sen. Amy Klobuchar said in a statement that she was "devastated" by the news that two police officers and a first responder were "killed in the line of duty." She added in a post on social media site X that she attended a vigil Sunday night in their honor.

"Our police officers and first responders put their lives on the line to keep all of us safe. We will never forget their sacrifice. My heart goes out to the loved ones of the victims and to the Burnsville community," Klobuchar said.  

Both the city of Golden Valley, located 20 miles north of Burnsville, and the West St. Paul police departments offered condolences on social media.

Minneapolis Police Chief Brian O’Hara released a statement calling Sunday a "tragic and heartbreaking day" and offering his condolences "to the loved ones of the police officers and paramedic who were killed, and to the families of every Burnsville first responder."

"The two officers and the paramedic paid the ultimate sacrifice," he said. "On a day like today, I ask that we remember that our first responders are the real heroes among us."

Jim Nash, a Minnesota state representative, also posted to social media about the shooting.

“My heart is heavy for the families of these officers, the community of Burnsville, and for our country because this headline is not unique,” Nash wrote.

A group of state legislators — including state Sen. Jim Carlson, state Sen. Lindsey Port, state Rep. Kaela Berg, state Rep. Jessica Hanson and state Rep. Liz Reyer — released a statement Sunday afternoon, saying, “Our hearts ache for the first responders who died in the line of duty this morning,” and calling the deceased “beloved community members, neighbors, and friends.”

“We stand in support of the children and family of those involved in the domestic abuse call and this traumatic incident,” the statement continued. The state lawmakers noted that “these are some of the most dangerous calls that our officers respond to” and that they plan to work with law enforcement and survivors to make them safer for everyone.

“Burnsville is a place where we take care of each other, lean on our neighbors in times of need, and act together to make our city the best it can be,” the lawmakers said.

Incorporated in 1964, Burnsville is a suburb located south of both Minneapolis and St. Paul. According to the city’s website, it’s the ninth largest suburb in the metro area, with more than 64,000 residents.

Doha Madani is a senior breaking news reporter for NBC News. Pronouns: she/her.

Rebecca Cohen is a breaking news reporter for NBC News.

EU AI Act: first regulation on artificial intelligence

The use of artificial intelligence in the EU will be regulated by the AI Act, the world’s first comprehensive AI law. Find out how it will protect you.

A man faces a computer generated figure with programming language in the background

As part of its digital strategy , the EU wants to regulate artificial intelligence (AI) to ensure better conditions for the development and use of this innovative technology. AI can create many benefits , such as better healthcare; safer and cleaner transport; more efficient manufacturing; and cheaper and more sustainable energy.

In April 2021, the European Commission proposed the first EU regulatory framework for AI. It says that AI systems that can be used in different applications are analysed and classified according to the risk they pose to users. The different risk levels will mean more or less regulation. Once approved, these will be the world’s first rules on AI.

Learn more about what artificial intelligence is and how it is used

What Parliament wants in AI legislation

Parliament’s priority is to make sure that AI systems used in the EU are safe, transparent, traceable, non-discriminatory and environmentally friendly. AI systems should be overseen by people, rather than by automation, to prevent harmful outcomes.

Parliament also wants to establish a technology-neutral, uniform definition for AI that could be applied to future AI systems.

Learn more about Parliament’s work on AI and its vision for AI’s future

AI Act: different rules for different risk levels

The new rules establish obligations for providers and users depending on the level of risk from artificial intelligence. While many AI systems pose minimal risk, they need to be assessed.

Unacceptable risk

Unacceptable risk AI systems are systems considered a threat to people and will be banned. They include:

  • Cognitive behavioural manipulation of people or specific vulnerable groups: for example voice-activated toys that encourage dangerous behaviour in children
  • Social scoring: classifying people based on behaviour, socio-economic status or personal characteristics
  • Biometric identification and categorisation of people
  • Real-time and remote biometric identification systems, such as facial recognition

Some exceptions may be allowed for law enforcement purposes. “Real-time” remote biometric identification systems will be allowed in a limited number of serious cases, while “post” remote biometric identification systems, where identification occurs after a significant delay, will be allowed to prosecute serious crimes and only after court approval.

AI systems that negatively affect safety or fundamental rights will be considered high risk and will be divided into two categories:

1) AI systems that are used in products falling under the EU’s product safety legislation . This includes toys, aviation, cars, medical devices and lifts.

2) AI systems falling into specific areas that will have to be registered in an EU database:

  • Management and operation of critical infrastructure
  • Education and vocational training
  • Employment, worker management and access to self-employment
  • Access to and enjoyment of essential private services and public services and benefits
  • Law enforcement
  • Migration, asylum and border control management
  • Assistance in legal interpretation and application of the law.

All high-risk AI systems will be assessed before being put on the market and also throughout their lifecycle.

General purpose and generative AI

Generative AI, like ChatGPT, would have to comply with transparency requirements:

  • Disclosing that the content was generated by AI
  • Designing the model to prevent it from generating illegal content
  • Publishing summaries of copyrighted data used for training

High-impact general-purpose AI models that might pose systemic risk, such as the more advanced AI model GPT-4, would have to undergo thorough evaluations and any serious incidents would have to be reported to the European Commission.

Limited risk

Limited risk AI systems should comply with minimal transparency requirements that would allow users to make informed decisions. After interacting with the applications, the user can then decide whether they want to continue using it. Users should be made aware when they are interacting with AI. This includes AI systems that generate or manipulate image, audio or video content, for example deepfakes.

On December 9 2023, Parliament reached a provisional agreement with the Council on the AI act . The agreed text will now have to be formally adopted by both Parliament and Council to become EU law. Before all MEPs have their say on the agreement, Parliament’s internal market and civil liberties committees will vote on it.

More on the EU’s digital measures

  • Cryptocurrency dangers and the benefits of EU legislation
  • Fighting cybercrime: new EU cybersecurity laws explained
  • Boosting data sharing in the EU: what are the benefits?
  • EU Digital Markets Act and Digital Services Act
  • Five ways the European Parliament wants to protect online gamers
  • Artificial Intelligence Act

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How Congress Could Bypass Republican Opposition to Funding Ukraine

Lawmakers in the House may resort to an arcane procedural move to force action on a foreign aid bill that Speaker Johnson has suggested he would not put to a vote.

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Speaker Mike Johnson, surrounded by his staff and reporters holding cellphones, walking through a grand room with columns and statues.

By Kayla Guo

Reporting from the Capitol

Just after dawn on Tuesday, the Senate passed a $95 billion national security package with aid to Ukraine and Israel, setting up a showdown with the House, where Speaker Mike Johnson suggested he would not bring it up for a vote.

The bill passed the Senate 70 to 29, with 22 Senate Republicans breaking with their party and joining Democrats in pushing it through. But in the Republican-led House, right-wing opposition, fueled by former President Donald J. Trump, poses a steeper challenge.

Many hard-right Republicans have consistently voted against aiding Ukraine, and threatened to oust Mr. Johnson, Republican of Louisiana, if he brought up legislation to do so.

In a statement on Monday night in the hours before the bill passed the Senate, Mr. Johnson said the House would “continue to work its own will” on national security and border policies, which Republicans had insisted be a part of the foreign aid package, before killing a bipartisan deal to address them.

That may mean that the bill’s only path through the House is for a bipartisan group of lawmakers to use an obscure maneuver known as a discharge petition to force action on it.

Here’s how it would work.

A majority of the House demands action.

A discharge petition is a demand signed by 218 members of the House — a majority of the body — to force consideration of a piece of legislation on the floor.

The leaders of the majority party in the House normally control the floor and all legislative business that receives a vote. But a discharge petition can circumvent the normal channels, forcing action on a bill that has the backing of enough members. Because neither party wants that to happen on a regular basis, it is by design an arduous and time-consuming process that has rarely seen success in recent decades.

When freshman lawmakers in the majority arrive on Capitol Hill for orientation, they are typically told by their leaders to never do two things: sign a discharge petition and vote against rules, which are procedural measures brought by party leaders that allow bills to be considered on the floor.

While there are dozens of Republicans in the House who support aiding Ukraine, it is not clear how many of them — if any — would be willing to defy party leaders and team with Democrats to try to force action.

An arduous process unfolds.

Legislation must sit in a committee for 30 legislative days — days when the House is in session — before a discharge petition may be submitted. That process can be sped along if lawmakers take a related bill that has been languishing in committee for some time and add the measure they want acted upon. For instance, during a deadlock over raising the debt ceiling in the spring, Democrats readied a broadly encompassing shell bill in committee to serve as a vehicle for a measure to lift the debt ceiling, should it be needed. (It never was, because Representative Kevin McCarthy, then the speaker, joined with Democrats to push through the debt ceiling measure over his own party’s objections.)

Sponsors of a discharge petition must gather 218 signatures, which are made public in the Congressional Record. As of Tuesday, there were 219 Republicans and 212 Democrats in the House, meaning a discharge petition on the foreign aid bill would require a bipartisan coalition. Democrats are broadly supportive of the package, as is a bloc of more mainstream and national security-minded Republicans similar to the one that helped push the legislation through the Senate .

Once the petition has 218 signatures, a seven-day waiting period kicks in. (Again, only legislative days, when the House is in session, count.) After that, any signer of the petition can declare an intention to offer the measure, and the speaker must act within two legislative days to call it up. House leaders, in the meantime, could throw up procedural roadblocks.

The majority effectively loses control of the floor.

If the effort were successful, a discharge petition would allow lawmakers to steer around Mr. Johnson and hard-right Republicans who have vowed to block action on a Ukraine aid bill — or oust the speaker for bringing one up — to force action on the floor.

Hard-right Republicans have repeatedly voted against sending military assistance to Ukraine, while even some Republican proponents of doing so insisted that the aid should not be considered without including measures to fortify the U.S. border with Mexico against an influx of unauthorized migrants. But Senate Republicans tanked a version of the bill last week that included measures to crack down on the border, which they cast as too weak and viewed as politically inconvenient for Mr. Trump.

That prompted Senator Chuck Schumer, Democrat of New York and the majority leader, to strip out the border measures and push through the foreign aid package on its own.

On Monday, Mr. Johnson was still insisting on adding border restrictions.

In a statement, he said that House Republicans “were crystal clear from the very beginning of discussions that any so-called national security supplemental legislation must recognize that national security begins at our own border.” Mr. Johnson added that “in the absence of having received any single border policy change from the Senate, the House will have to continue to work its own will on these important matters.”

Representative Marjorie Taylor Greene, the right-wing Republican of Georgia, has threatened to bring up a motion to oust Mr. Johnson from the speakership if he puts legislation to aid Ukraine on the floor. But a discharge petition would take the decision out of his hands.

Kayla Guo covers Congress for The New York Times as the 2023-24 reporting fellow based in Washington. More about Kayla Guo

A Divided Congress: Latest News and Analysis

A Stern Warning: The head of the I.R.S. told the House Ways and Means Committee that proposed cuts to his agency’s budget would add to the national deficit in the long run  and pushed back against Republican claims that he had not been following the law.

Calling Republicans’ Bluf: Senator Chuck Schumer was wary of tying immigration policy to Ukraine aid, but he saw an opening to address a political liability for Democrats by flipping the border issue on Republicans .

Mark Green: The Republican chairman of the Homeland Security Committee announced that he would not run for re-election , just a day after the Tennessee congressman oversaw the impeachment of Alejandro Mayorkas, the homeland security secretary.

Racist Attacks: Republican members of Congress are increasingly using rhetoric that denigrates people based on ethnicity, religion or nationality. And their remarks often slip by without any real condemnation from their party .

Ukraine-Israel Aid Bill: Thanks in part to a forceful push by Senator Mitch McConnell , the Senate passed a $95 billion emergency aid bill  for Ukraine and Israel. But its fate in the House remains uncertain amid stiff Republican opposition .


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  17. How to Write an Effective Call to Action

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