How to Write a Call To Action that Closes the Deal

Benjamin Swee
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You want to learn how to write a call to action that burns into the memory of the audience that comes into your pipeline. The call to action (CTA) is one of the most important parts to any piece of copy. Let’s assume you have copy that has a great headline with a high open rate. Also your copy is a wonderful piece that gently brings the reader right to the end. At that point, you say something like, “BUY THIS NOW!” How do you think the reader would feel? 

It would be like the most wonderful build up of a story only to be disappointed in the end. It's like a great movie with a terrible ending that makes no sense. The moment your call to action makes the reader feel uncomfortable, that is when you lose sales. So how to write a call to action that draws the prospect to buy like a magnet?

How to Write a Call to Action with a Strong Emotional Impact

This may seem completely obvious. A good call to action starts with a good reason.

If the reader can come up with any reason to not go forward, then they won’t. Think WIIIFM - What Is In It For Me? Constantly ask yourself this question from a prospect’s point of view. The most effective way to eliminate why a reader shouldn’t buy starts with emotions.

Powerful emotions usually build up from the start of your copy all the way to the close. You can take the route of pain or the route of excitement. A route of pain can also end in enthusiasm.

So if you want to learn how to write a call to action, begin with the first big tip. Don't damage your own words.

1. Don’t Destroy Your Own Copy

Let's assume your copy has great flow and it brings up emotional pain in the prospect. You don’t want to screw this up with a dud of a call to action. Here are some examples.

  • Instead of “Buy now and lose weight”, consider “Burn the fat off my body now!”

  • Instead of "Book your vacation now” or “Plan your dream vacation now”, consider words that promote strong imagery. The last thing you want is any odd hesitation in their decision.

Another tactic that is similar to driving emotion is using urgency and the fear of missing out. “Sale ends this Friday” or “Today only, get this product for 50% off!” are words that can push the reader into action.

How often have you heard friends brag to each other, "I got this great deal! You can’t get this anywhere anymore!" The fear of missing out on a deal or not being able to participate in an event is serious enough to cause people to buy products they don’t even need.

2. Keep the Risk Low

Remember when your readers are about to click the call to action, they will be assessing the risk and value. You don’t want them to ask themselves, “Should I watch this webinar?” or “Is this worth 50 bucks?”

Instead, you want them begging for the checkout page and thinking, “I have to watch this webinar now!” or “It is only 50 bucks? This is a no brainer!”

Here are some things to keep in mind to keep the risk on your offer low:

  • Free webinars.

  • 14 day trials.

  • Cancel anytime.

You want to have call to actions that have no risk and no strings attached. Even if you got webinar views and no buyers you are building up interest and building up a following. But if you are asking for money, then there is always a slight risk. So how to write a call to action asking for money?

If you have strong positioning and a well written piece, you can take a bigger risk on your ask. If you are going to ask for money, say 50 bucks, you want the reader to feel that what you are proposing is worth 300 bucks! Another tip to keep in mind is that when preparing a call to action, no one said it has to be just one.

3. Write a Call to Action Multiple Times

Now of course, don’t over do it. But at the same time, you don’t want to give the readers an ultimatum: buy my product or get lost. Rather, give your users options and consider that not every user wants to purchase right away. If you are selling a high ticket course, for example, this next strategy is key to have.

With a high ticket product, most people aren’t comfortable paying thousands of dollars over the Internet. It doesn't matter if there is a lot of social backing and positioning either. You want to have a checkout page for those who are ready to make a decision, but at the same time, you also want to have other options. For example, you could have links to booking a call for a consultation for prospects who are still undecided about making a purchase. Another option is a free master class to learn more. If you believe the prospect wants to see the results of others, provide links to testimonials. Keeping the prospect close is vital.

Remember that when a prospect is faced with an ultimatum, your chance of getting a close is extremely low. You will lose your chance to close the "maybes". Your call to actions should behave more like milestones designed to lead prospects to the close.

Everything I have shared with you so far are ideal practices. However, the best practice is useless without testing and data.

Analyze Your Call to Action

When you're wondering how to write a call to action without analytics and data, you will have no idea how your copy is doing. You don’t know which call to action is being seen and you don’t know which action promotes the most clicks. There are two ideal ways to measure how your copy is doing and how effective your call to action is.

First is the heat map. With a tool such as this, you can visualize which buttons or links your users are clicking. Are they trying to watch more videos to gather info, or are they looking for more testimonials? Are they hoping to book appointments? You want to know where your prospects are going. But how do you know if your reader even sees your call to action?

One way is you can track this with a scroll map. Using a tool that shows how far a reader has scrolled will give you a clear idea of how far your reader has read. Is your call to action too far away for the reader, meaning your copy is too long? Maybe your call to action that you want users to click on appears too early and users just scroll past it.

Once you have these tools in place, your final step is to A/B test.

As you are burning through leads, you are burning money. You don’t want to be testing your copy one after another. Instead, you should consider splitting your audience into multiple batches, simultaneously testing different types of pages with tweaks to the call to action. The marketplace doesn’t lie. By A/B testing you are able to understand the performance of your copy with fewer marketing dollars.


When we are considering how to write a call to action, we need to take it from the reader’s perspective, keeping your work directly aimed at your audience. Having a few creative ideas is fine, but we must also respect the numbers.

Don’t have an emotional attachment to the wording of a call to action because it may not be attractive to the masses. You want your reader to feel, “I need this, there is no risk to me,” along with emotions such as “If I don’t get this now, I don't know when my next chance is.”

You want the readers who didn’t convert to have sleepless nights thinking about your call to action. If you want someone to review your call to actions or to give you suggestions, you can book a call here and tell us some of the problems you are facing on your landing page.

Benjamin Swee

Benjamin Swee is an email copywriter. He also has a background in closing sales, finance, and app development.

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