A call-to-action or CTA is a prompt that encourages the reader to take a specific action. It is one of the most important elements of any proposal or marketing material as its purpose is to move the reader from simply learning about your offering to actually taking that next step of contacting you, buying from you, or responding in some way. However, crafting an effective CTA can be tricky. This blog will provide tips on how to write a compelling CTA that readers cannot resist responding to in your business proposals.
Understand the Goal of your CTA
The first step in writing an irresistible CTA is to be crystal clear on the specific action you want the reader to take. Is the goal of the proposal to get a meeting scheduled? Obtain more information? Close a sale? Have the reader sign up for a demo? Your CTA needs to directly align with and support that goal. Vague or ambiguous CTAs like “Contact us” don’t provide a clear next step and thus are less likely to inspire action.
Some examples of clear, goal-oriented CTAs include:
“Schedule a free 30-minute consultation call”
“Download our free template now”
“Sign up for our webinar on...”
“Submit your RFP by September 15th for consideration”
“Invest $5,000 today to take advantage of our fall promotion”
By specifying the exact action you want (schedule a call, download, sign up, submit, invest), you give readers a clear path forward versus an amorphous invitation to “get in touch.”
Use Imperatives and a Sense of Urgency
Once you know the goal, use imperative verbs and a sense of urgency in your CTA to create a pull. Replace softer language like “you may want to...” with stronger commands such as “click here to...” or “don’t delay, request a quote today.”
You also want to establish a perceived deadline whether real or not. For example, “the early bird special ends next Friday” or “only 5 consultation packages remaining.” Deadlines trigger a scarcity mindset and make inaction seem riskier than taking immediate action.
Focus on the Benefits, Not Features
Don’t bore readers with technical details or features in your CTA. Instead, highlight the key benefits of responding, such as what problems it will solve, goals it will achieve, or opportunities it will create.
For instance, instead of saying “Download our analytics report” say “Get customized insights that helped X company increase sales by 15%.” Focusing on outcomes keeps the reader’s interests front of mind and inspires them to learn more.
Keep it Short, Scannable and Above the Fold
People skim proposals, so keep your CTA brief, high impact, and visible without scrolling. No more than 1-2 sentences. Use large clear fonts, bold colors and formatting so it literally jumps off the page. Place CTAs at the top and bottom of every section as well as the cover for maximum exposure.
Test Different CTA Options
Don’t assume you’ve crafted the perfect CTA on the first try. When possible, create 2-3 CTAs for a single goal and rigorously test which one gets the best response rates. Track clicks, conversions or other KPIs to see which words, design, or benefits resonate most strongly with your audience. Then fine-tune your call-to-action based on data and insights from users.
Use Visuals and White Space attention spans are short, so break up blocks of text with relevant images, diagrams, logos or white space. Research shows the brain processes visuals 60,000x faster than text. Visual CTAs also have higher click-through rates. Consider using an image of a happy client, the product in use or a diagram of key benefits to reinforce your message.
Make it Personal
Whenever possible, personalize your CTA with the reader’s name to increase relevance. And have it come from a real person versus generic company branding. People prefer to do business with people, not faceless corporations. So sign the CTA with your name and title, and include a headshot. Personal touches build trust and accountability
Provide Multiple Touchpoints
Offer respondents flexible options to engage like phone, email, online chat etc. This recognizes people have individual preferences and makes it easier to take action right away versus needing to gather additional info. You can also include CTAs throughout the proposal in sidebar callouts, captions and other breakout areas versus clustering everything at the end.
Provide Simple Next Steps
Clearly list the next 1-2 simplest, most logical steps after someone responds. This could include “Email me directly at john@email.com” or “Reply with your availability for a call this week.” Providing concrete direction gives people exactly what they need to easily complete the requested action versus wondering what to do after clicking.
Give an Incentive
Adding a strong incentive can tip the scales for those on the fence. This could include a discount, bonus content, or preferential treatment like a guaranteed response within 24 hours. Monetary or experiential incentives work well if your budget allows. Just be sure any offerings are meaningful, attainable and directly connected to responding to your CTA.
Track & Measure Success
To continuously improve your CTAs, track key metrics like click-through and conversion rates. Also consider surveying non-respondents to identify barriers preventing action. Use analytics to A/B test variances and elevate your highest performing CTAs. Continuous testing and evolution ensures CTAs stay optimized to changing conditions and audiences over time.
Conclusion
With practice and testing, you can craft compelling calls-to-action that get real results for your proposals and marketing materials. The tips discussed here on goal-clarity, urgency, benefits-led messaging, formatting, personalization and incentives can significantly boost response rates. By crafting irresistible CTAs and continuously refining them through testing and data, you give readers no choice but to take that important next step.
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