call for action in a persuasive essay

7 Call to Action Examples You Have Never Seen Before

At great risk to my sanity, I went online with the intention of finding as much advertising as I could.

The goal: to find call to action examples (CTAs) that were fresh, original, unique, and compelling.

My discovery: Almost everyone is using generic CTAs. Safe, boring, and forgettable. The 7 innovative call to action examples I found made those brands stand out immediately.

Your opportunity: By changing 2-3 words of a call to action, brands can stand out in a small way from the hopelessly ordinary competition.

Less than 0.00001% of CTAs Are Unique

This is not a scientific number. I came up with it out of spite after an exhausting search.

Refresh the examples in a listicle about calls to action, my editor said. 

I thought this was going to be easy.

It was a nightmare. 

Websites for brands large and small were universally boring in terms of calls to action. The most tantalizing offer I could find was usually “Free Trial”, which brought me to a page with miles of fine print. 

I thought maybe the aggressive pay-per-click advertisers would put together some compelling calls to action. Nope. The name of the game there is using every conversion hack at once. 

Here’s a typically boring call to action example that most people are using :

I think this offer hits every cliche tactic: the ticking clock, a warning emoji about sell-out risk, money-back guarantee, a steep discount, etc.

Then I tried social media, which was even worse. Facebook gave me nothing in the way of an inventive CTA. Absolutely nothing.

I checked Reddit–as always, a wonderful place, just not for buying things.

On X (fka: Twitter), I was hoping to find some good scammy infoproducts, maybe some clever hardsells. But I was disappointed. I could have made a full quilt that spelled out “unoriginal” with all the thread emojis inviting me to click and read a tweet-storm. Here’s why that trend is played out: 🧵/23

My wife told me that TikTok has been ruined by advertisers and influencers–so I was really excited about that. This is where the real ingenuity must be. 

Nope. It’s a simple SHOP button that overlays influencer videos. That’s it.

But in the end, I prevailed. I found 7 examples of brands actually trying something new with their call to action. They used this small detail to support their brand image or speak to their audience.

7 Truly Unique Call to Action Examples

1. cloudflare.

“Under attack?”

That is a viable button you can click on Cloudflare’s site. 

I love it. 

Cloudflare has positioned themselves as a cybersecurity version of calling 911 when there’s an intruder in your house. And they did it using two words, a question mark, and a construction-zone orange button in the navbar.

I assume the majority of people who click that button are like me: not currently under attack, but curious about what the next steps would be if they were.

I wanted to learn more because of the clever call to action. If the button had said Learn More, I never would have clicked it.

2. Backcountry

The online outdoor retailer Backcountry hires the people who stay up around the fire fighting about which hiking stove weighs less. You know the type: Gearheads.

This is a huge selling point for Backcountry. When people buy kayaks, avalanche beacons, and so on, they really want to know that this gear works.

Call a Gearhead. Text a Gearhead. These are creative, on-brand calls to action nested in a familiar dropdown menu.

You have a question about climbing rope? Now you are talking with a woman who climbs 3 times a week. 

3. LINGs CARS.com

This is actually a fairly tame example of the calls to action on LINGsCARS.com , one of the most successful car leasing services in the UK. 

Ling broke every rule of web design to bring us this masterpiece. I know neons are in right now, but most people aren’t using all of the neons, at once, with a paisley background. 

CrazyEgg will lock me out of WordPress if I actually recommend a call to action that includes three Order Now buttons that blink at random intervals. So I am not going to do that.

I will say with 100% certainty, however, that I have never seen call to action examples quite like this ever before. 

4. Niki Whittle

Niki Whittle is an online personal stylist who has helped thousands of clients find joy instead of anxiety at the prospect of getting dressed and going out into the world.

The text of her CTA button speaks directly to that goal: Help me enjoy getting dressed!

If you swapped out Niki’s personalized text for a basic “Find Out More” button, I think the call to action would suffer. 

Her choice of text is intimate. No adult is going to ask for help getting dressed unless they fully trust the other party to understand where they are coming from. The way that Niki has framed the call to action shows that she understands. 

Due to California regulations, the beverage brand Ceria couldn’t exactly say what their new product was. With the help of the marketing agency Mother, Ceria found a clever way to get their audience to connect.

The call to action they used was a Spotify playlist people could download by scanning a barcode styled like the familiar Spotify audio waveform.

There’s a cool story behind this ad campaign, which appeared online and in-print in California. 

I’m not going to rehash it here because you should go visit the site of the people who did the work , not hear about it third-hand, looking at screenshots I took while I was way behind schedule writing this post.

6. AllTrails

Have you ever seen a limited time offer that isn’t pushy?

AllTrails nails it with this email they sent me. If I go outside, this weekend only , they’ll plant a tree on my behalf.

It’s a positive push, encouraging me to do something for my health, and it won’t cost me a dime. Until AllTrails called me to action, I just had weekend plans. Now I am saving the forest. 

The invitation to “Join In” isn’t super original, I know, even with those cute little tree icons.

But the call to action is social. It’s not “Register” or “Find out more”, it’s about connecting with other people. AllTrails has 50 million users. This is a real community, and AllTrails is smart to frame it that way. 

7. Avocado Green Mattress

Avocado Green Mattress has upcycled bedroom furniture people can buy to complement their organic mattresses.

The call to action is “Shop Zero Waste” is a clear call to the type of buyer who is willing to pay a premium to minimize their impact on the environment. “Shop” would work, but it doesn’t highlight the key selling point of their furniture.

It’s a small detail, but most people buying online have 5-7 tabs open. I know I do. With buyers scanning all these different sites, I think it makes sense to foreground your unique features in the button text.

More Call To Action Examples

Here are some twists on classic calls to action. I can’t say I’d never seen these types of tactics before, but the following examples are well done.

The call to action text speaks to the audience, aligns with the brand image, or is simply more inviting than a generic “Try Now” button.

Kati Curtis Design

Kati Curtis Design opted for a slight variation on the Get In Touch call to action by including her name. 

I’m not going to belabor the point about what’s going on here, but this slight personalization will absolutely stand out.

I think this is a good idea if you are the face of your business as opposed to a brand. “Get In Touch With The Owner” could work, too.

Havenly is an online interior design service company. I liked the invitation for customers to “Find Their Style.” 

They could have stuck with “Learn More” or “Book a Consultation,” but those aren’t personal at all. Those are also fairly passive calls to action, versus “Find Your Style,” which is much more active.

Birchbox , the popular cosmetics subscription box opted to use an invitation style call to action:

“Build Your Box”

It’s intuitive, on-brand, and crisp. 

One issue people have with subscription services is that they get products they don’t want. With this short call to action, Birchbox is countering that objection by offering their customers an active role in building their own box. 

Art & Logic

Art & Logic is a software development company with an approachable call to action.

Yes, they decided to go with “Let’s talk about your project” instead of something sterile or gimmicky.

Building custom business software is insanely complex, but Art & Logic makes the next steps as easy as possible.

Make your website better. Instantly.

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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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11 comments.

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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The Art of Crafting a Compelling Call to Action in a Speech

This guide covers call to actions fundamentals such as clarity, message alignment, urgency, personalization, and assessing efficacy.

• Release Date: 28 September 2023
• Update Date: 15 March 2024
• Author: Speaker Agency

Aligning Your call to action With Your Message

Motivating your audience to take immediate steps, tailoring your call to action to the occasion, evaluating the efficiency of your call to action, examples of call-to-actions.

A great speech shouldn’t end when you walk off-stage! It should remain in the hearts and minds of the audience. What else should it have? Yes, a great call to action. 

Welcome to our blog, where we will tell you how to add a captivating call to action in your speech. Giving a speech is a task, isn’t it? You write, practice, and polish, but still, there are times when you think you could have written it better. 

Who doesn’t want to deliver a speech that gets the audience to act long after the clapping stops? It is where a powerful call to action comes in. A good call to action turns passive listening into active doing. Without further ado, let's break down how to craft a call to action that motivates and makes your speech the star of the show!

What is a Call to Action?

A call to action is the "do this next" part of a speech. After hearing your message or speech, it gives a clear understanding of what you want the audience to do. Maybe you want them to donate or volunteer or spread the word.

The call to action makes those tasks obvious. It turns listeners into doers. The CTA meaning is the tangible "do this" that comes after capturing the audience with your message. That’s the power of a call to action. 

A strong call to action helps you to convert the audience from passive listeners to active participants in your cause. It transforms your speech from an informational monologue into a catalyst for change. In short, a call to action bridges your ideas and the audience's action.

Call to Action Essentials

The call to action should be crisp and clear. For this, make your call to action straightforward. I recommend you use action words like "sign up," "donate," and "share." Explain what you expect the audience to do clearly and concretely.

Next, remember to quote numbers or facts too. No doubt, measurable goals stick better than vague requests. Specific and quantifiable call-to-action words avoid confusion and doubt.

There should be no room for interpretation. It will lead to higher engagement. Your audience needs crystal clarity on the expected next steps. I would like to quote a call to action that Kelliesha White once said in his speech. It says, "Visit our website and sign up to volunteer 5 hours this month." That's the best call to action-specific and measurable.

Your call to action should seamlessly match your speech's core message. For instance, if you talked about supporting local food banks, asking for donations for another cause makes no sense. So, make sure to keep the call to action tightly connected to what you talk about.

Let me give you another example to make myself clear. If Marcus Collins gave a speech on mentoring disadvantaged youth, his call to action should involve volunteering with or donating to youth programs, not unrelated issues.

Your speech sets up the "why"; the call to action gives the tangible "how". It turns your ideas into action. Mismatched call-to-action words can diminish results. So, make sure you align your call to action with your message. 

A lot of people make the mistake of just stating the call to action instead of motivating it! A great call to action should motivate the audience to contribute to the cause. 

It’s good to use phrases like “act now, and you’ll get...” or something similar. Time-sensitive call-to-action works best because urgency prompts people to act right away at the moment. It’s not wrong to strike while the iron is hot. Capitalize on the energy and emotion generated by your speech.

Speaker Omar Johnson said, "Be one of the first 50 people to sign up today and get early pricing!" Incentives like discounts for immediate action also enable instant reaction when your message is fresh.

Customizable things work best; it's a fact! The same goes for CTAs. So, always customize your CTA based on your hosting audience and event. A one-size-fits-all approach won't give you the best results. 

Let’s understand this more deeply. Ask yourself, are you targeting a school or company? Or maybe you want to target seniors or young activists? Once you know your target audience, tailor the call to action to fit the room for greater resonance.

It’s crucial to analyze how your CTAs are working. Feel free to stop for a while and check which type of call to action works best for you. For this, you can evaluate sign-up rates and donations after your speech. 

Also, make sure you build a strategy to improve for the next CTA. Always tweak your call-to-action language for the next event. 

• Visit our website and sign the petition to support our cause.
• Communicate this video on social media to help spread the word.
• The first 100 people to donate Rs. 100 or more will receive a free t-shirt. Act now!

Conclusion 

An exceptional speech motivates the audience to act after it ends. A strong call to action bridges the gap between ideas and tangible steps. Therefore, use clear, concrete language and quantifiable metrics. 

Align it seamlessly with your core message. Don’t forget to add urgency and incentive to prompt immediate response. With a strategic call to action, you can turn listeners into change-makers. Your speech can have a true impact beyond the stage.

Q1: What is a call to action in a speech?

A call to action tells the audience specific steps related to your message after the speech ends. It converts listeners to doers.

Q2: How do you write a compelling call to action?

Use clear action words, specifics, and quantifiable metrics. Also, connect it tightly to your speech goal. Lastly, personalize it for the audience.

Q3: What are literary techniques for the call to action?

Techniques like repetition, rhetorical questions, and imperative voice strengthen a call to action. 

Q4: What is the art of persuasion speech?

Persuasive speeches use logic, emotions, stories, and rhetoric to convince audiences to believe the speaker’s message and ideas. An effective call to action is key.

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16 call to action examples (and how to write a CTA)

What comes to mind when I try to think of a powerful CTA (call to action) is the one my dad expertly executed daily by bellowing at me to get a job . Fresh from a college experience that promised the world but mainly delivered a mountain of student debt, I was under the assumption that adulthood was supposed to be full of quirky adventures and unexpected meet-cutes, not unsolicited career advice from a man who still struggles to connect to Bluetooth.

Eventually, his CTA successfully motivated me to become a productive member of society. And  that's the magic of a compelling CTA—it jolts you out of your passiveness and into action. In my case, I got a job despite a lifelong belief that work is something to avoid unless absolutely necessary. (Look at me now, Dad!) 

Just as personal CTAs can lead to transformative life decisions, marketing CTAs have the potential to significantly impact user engagement and conversion. Want to craft your own magnetic calls to action? Keep reading for tips and examples of what makes great CTAs, well, great.

Table of contents:

Why calls to action work

How to write a call to action, how to design a call to action, call to action testing and iteration, 16 call to action examples (and why they work), what is a call to action.

A call to action is a prompt or message, usually formatted as a button or link, that encourages the audience to take a specific action. 

CTAs are commonly used in marketing and sales contexts to guide users toward the next step in their journey, whether that's purchasing a product, signing up for a newsletter, or forwarding that chain email to all of their friends to avoid eight years of bad luck.

I know what you're thinking: "I'm a human adult with a brain. I'm not going to let a shiny button on the internet tell me what to do." But the reality is that the psychology behind CTAs taps into our innate desires and instincts, making us more inclined to follow through. Remember that one time you got lost down a YouTube rabbit hole, and six hours later, you're watching a documentary on bioluminescence in deep sea creatures? You have a few "Watch next" or "Smash that like button!" CTAs to thank.

Types of CTAs

You should calibrate your call to action with the relevant stage of a customer's journey. From the curious browser lured in by a "Learn more" button, to the nearly convinced shopper beckoned with a "Why choose us?" link, and finally to the ready-to-purchase consumer presented with a decisive "Buy now" directive—you want to ensure the user is always met with a suitable and enticing invitation, guiding them seamlessly down the funnel. Here's a primer on some of the most common types of CTAs.

The effectiveness of a CTA depends on its copy, design, placement, and relevance to the user. The choice of words can significantly impact user engagement, as phrases like "Snag your copy" might resonate more than a generic "Download now," depending on your audience. Identify which action(s) will bring the most value to your business, then use your CTA to steer users in the right direction.

As a user of the beloved internet, you've absolutely seen calls to action that were pushy or patronizing, begging the question: "do I really need someone to tell me where to click?" But just like the difference between an aggressive sales rep and a sales rep that actually listens, a CTA that's written with care can get you a conversion without the negative connotations. 

Why? Because having a strong CTA in your online sales pitch fits the psychology of your visitors. 

For starters, having a clickable link or button coincides with the Action > Reward system our brains love so much. It's the extension of the childlike joy in pressing an elevator button: humans crave interaction, and our curiosity alone is often enough for us to push and click things. 

But more than that, a call to action—like any good sales closer—acts as a climax to the pitch. It serves the same function as a joke's punchline, and without a CTA, the visitor is left in a sort of directionless limbo. 

A good CTA not only signals that the pitch is over; it also recommends the next course of action. One core tenet of digital design is Steve Krug's rule : don't make the user think. By providing a suggestive call to action, the user doesn't have to wonder what to do next. They see the next step in front of them, and all they have to do is take it. 

All in all, the call to action is the best online equivalent we can get to a personalized, face-to-face sales closer. We may not be able to tailor our final pitch to a particular customer, but we can use the same techniques and strategies on a broader, more inclusive scale. And therein lies the art of writing a CTA. 

Your calls to action should be unique, specific to where it's featured as well as your particular audience and targets. That said, the best CTAs do share some characteristics that you can apply wherever they may be. 

If you're looking for one secret to effective CTAs, here it is: give them a reason to click, share, or hand over their email address . More important than the wording, placement, or color of your CTA is the underlying incentive a person has to follow it. How will answering your call to action help them? 

A good call to action restates its benefit bluntly and succinctly. 

If you're offering a discount, remind them what percentage. 

If they're getting a free PDF, mention the words "free" and "PDF." 

Here's where you can borrow from traditional sales techniques, such as adding urgency with a time limit or bringing up the pain point they're trying to avoid. Just remember the CTA shouldn't be too wordy, so stick to the highlights and keep it brief. 

If you're using a standard link, typically you write the incentive in your CTA's anchor text (the clickable text). In the case of social media posts and ads, you should reserve the last line in your message for your call to action, so mention any benefits there.

If you're using a button CTA, you have to limit the number of characters you use, so it's better to add secondary text. While the button can say something basic like "buy now," nearby you should include a line or two to remind visitors about the advantages to clicking. 

Transparency

One of the biggest reasons CTAs fail is because people don't trust them. Most web users have a healthy suspicion when clicking links online, especially on new or unfamiliar sites. You can mitigate this fear, and increase conversions, by being open and honest. 

For starters, say exactly what will happen when you click. Remove all mystery with specifics. For example, saying "start your download automatically" is more descriptive than "click here to download." (For button CTAs, with limited space, you can include secondary text nearby.)

You want to acknowledge any user doubts and assuage their fears. If visitors are worried about security, they're not going to click, so reassure them that you understand their concerns. One of the big fears, in the case of email signups, is spam. You might want to gently remind visitors that you won't share their information and that you'll only email them once a week, twice a month, or whatever the case is, to keep their imagination in check.  

You can build trust just by being upfront about everything from the beginning. You'll find people are more receptive to your CTA pitches when they know precisely what to expect. 

Command and wording

Don't be shy about calls to action! Some people soften their language to avoid being pushy, but CTAs should be strong and unapologetic. After all, if you followed rule #1 (incentive), then what you're offering is beneficial to the visitor. 

That's not to say you should be rude or demanding (please don't); there's a perfect balance somewhere in there between a strong suggestion and a forceful command. Above all, the reader must always feel they have a choice; your call to action is there to convince them of the choice you think they should make. 

In practical terms, calls to action should be imperative sentences , which is the grammatical term for commands. A best practice is to start CTAs with an actionable verb :

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This makes the statement sound stronger, and at the same time, clearly communicates what the user should do. 

Likewise, avoid wording that weakens your call to action, including "please" (no matter what Grammarly tells you) and modifiers like "could" and "would." There's a time and place for gentle language, but calls to action are not one of them.

Word choice is important to CTAs, not only for making a persuasive argument, but also for fitting the space allotted.

So which words should you choose? The consensus among professional copywriters is that certain words work better than others for sales and persuasive writing. And while there's no official collection, the words below generally end up on most copywriters' lists: 

They're not foolproof, but in my experience, these words tend to improve CTA performance and the effectiveness of most sales copy. And because most of them are short, you should have no problem fitting them into your CTA space. 

Now that we've covered the writing, let's talk about how your CTA should look. The design, layout, and typography of your call to action all play major roles in its success. 

CTA design best practices

If you're placing your call to action on a web page or other content you design yourself, you want to place it at the top of your visual hierarchy. Your CTA should be the most noticeable element on the page. To achieve this, you want to pull out all your design tricks:

Contrasting colors: CTAs should generally contrast with the rest of the page's design. Visitors shouldn't have to work to find what to do next. Use a vibrant color for your CTA, especially against a dull background. Can you spot it from six feet away? Good.

Optimal size: Make the button and text larger than the surrounding elements but not so large that it overwhelms other content. It should also be easily clickable, especially on mobile devices.

Clear typography: Use a legible font that complements your brand. Ensure the text is large enough to read but doesn't crowd the button. You can play with typography to emphasize key words. Commonly, operative words like "free" are set in a different color or sometimes even a different font to attract more attention.

Negative space: Surround your call to action with plenty of negative, or empty, space. Setting your CTA apart from the other elements makes it more noticeable and gives it more importance in the eyes of your visitors.

Emoji use: Some brands find success with emojis, but if you choose that approach, remember that a little goes a long way.

Consistent styling: While CTAs should stand out, they should still align with your brand's overall design aesthetic. Consistency in design builds trust.

Last but not least, you should evaluate how successful your final call to action is and identify room for improvement. Creating your CTA may feel like a lot of guesswork and shooting in the dark—because it is. Testing it is much more clear cut. 

To get a basic idea of your CTA's performance, take a look at your analytics. Compare the page traffic to the number of conversions, and see what percentage of your total visitors clicked. 

Don't be alarmed if your conversion rate percentage feels low. Although there's no universal figure that applies to everyone in every industry, a reliable general metric is around 4% . If your conversion rate is higher than 4% but you're still not hitting your goals, try focusing on improving traffic to the site or page rather than tweaking the call to action. 

If your conversion rate is significantly lower, it's worth doing an A/B test on your design and copy. Try two different versions of your call to action, experimenting with different phrasing, colors, or fonts, and see which one performs better with your target audience. It's the most efficient way to reveal what works and what doesn't with concrete, empirical data, ensuring your CTA resonates with the target audience and drives the desired action.

Let's dissect some real-life CTA examples to learn how to use strategic copy, design, and placement to transform an ordinary CTA into a magnetic, can't-resist-clicking force.

1. JD + Kate Industries

CTA placement: Exit intent popup

CTA type: Lead to purchase

What it does right: Attention-grabbing, offers a valuable incentive, humorous and lighthearted

The brazen use of "WAIT" isn't a gentle suggestion; it's a command. Like someone grabbing your elbow just as you're about to duck out without a goodbye. It's intrusive, but in a way that makes you think, "Alright, what did I miss?"

Combine that with the sheer audacity of telling someone they've forgotten to buy not just one candle but HUNDREDS of candles. It's dramatic, it's over-the-top, and frankly, it's memorable. With copy like that, it's hard to resist giving away your email address because one can only wonder what their emails would be like.

2. Giftwrap.ai

CTA placement: Display ad

CTA type: Lead generation

What it does right: Engaging, personalized, visually appealing

It's refreshing to see something that doesn't pretend to know you better than you know yourself. Instead of telling you what your significant other might want, it's asking you to fill in the blanks. A little bit of personalization without the personal touch. Clever, really.

As for the CTA button, the emoji is a nice touch. Plus, the use of "show" rather than "buy" or "see" is like a little magic trick. "Voila! Here are your gift options."

3. Who Gives A Crap

CTA placement: Facebook ad

What it does right: Benefit-oriented language makes the CTA more appealing to users and encourages them to take action 

By comparing "Us" and "Them," they're not only offering a quantitative argument (385 sheets versus a paltry 299), but they're also injecting a bit of humor. And while I've never been one to count sheets, if you're telling me I get more for my money and it'll look cute next to my collection of HUNDREDS of candles, I'm sold. Also, describing the competitor as "objectively very boring" is a sentiment I've often used to describe my social life, but to see it on toilet paper? Well, that's something.

"28% cheaper than Charmin," followed by a "Shop Now" button isn't just a call to action; it's a call to revolution! A revolution of, well, saving on toilet paper and perhaps bringing a touch of flair to a decidedly unglamorous aspect of life.

CTA placement: Homepage header

What it does right: Creates curiosity, addresses pain points, social proof

There's something oddly reassuring about a direct, no-nonsense headline promising exactly what every website on this overcrowded internet wants: visibility.

The name-dropping of heavy-hitter customers serves as a strong endorsement. It's not saying, "Look who trusts us," but rather, "Look who you'd be in company with." And that "17,961 users joined Ahrefs in the last 7 days" is a nice touch. It's not boastful, but it's certainly not modest. It's a subtle prod to the undecided that says, "While you're contemplating, thousands have already decided."

This CTA is a perfect blend of self-assuredness, social proof, and just the right amount of peer pressure.

5. Ruggable

CTA placement: eCommerce email

CTA type: Limited-time offer

What it does right: Straightforward, creates a sense of urgency, sparks curiosity

There's something unapologetically direct about this ad. "Final hours to save until next week Black Friday"—it's not asking you, it's telling you. Time's running out, and if you're the type who thrives on the thrill of a last-minute decision, this is your moment.

The CTA is a master class in suspense. That "% OFF" lurking behind the button is like when someone says they've got news, but they'll tell you later—except instead of being left alone with your intrusive thoughts, conjuring up worst-case scenarios, you get a sweet discount on a cute, machine-washable rug.

CTA type: Product demo

What it does right: Solution-oriented, benefit-driven, relatable

"Email sucked for years. Not anymore—we fixed it." You mean that thing everyone's been complaining about since the dawn of the internet? It's about time, and I'm all ears.

The rest of the copy succinctly addresses customer pain points and aspirational desires. It paints a picture of a world where checking your email might feel more like reading a postcard from a friend rather than sifting through a pile of bills.

The CTA button, "See how HEY works," is straightforward. No flowery language, no over-the-top promises. Just a simple invitation.

7. Big Blanket Co

What it does right: Creates a sense of urgency, visually appealing, reassuring

The urgency of "limited quantities available...Reserve yours now before it's too late" is classic retail psychology. It's both an announcement and a challenge, like when a kid hears the whistle signaling the end of adult swim and races to be the first one to cannonball into the pool.

The "Limited Restock [Massive 10'x10' Blankets] 100 Night Guarantee + Free Shipping" is the clincher. It promises a combination of rarity, quality, reliability, and convenience, like a call to action Megazord.

What it does right: Addresses pain points, benefit-oriented, actionable

The genius of this homepage lies not just in its promises but in its initial question—a direct prod at the pain point of its target audience that immediately evokes a visceral response. Most, if not all, travelers will mentally answer "yes" to this, recalling their own airport nightmares. It's a calculated reminder of a situation everyone wants to avoid, making the solution they offer even more enticing.

"Get up to $700 compensation per passenger, no matter the ticket price." The clarity here is commendable. They're not promising the world, but a very tangible, specific amount. And the Trustpilot rating is a nod to credibility. It's like a friend vouching for a restaurant they swear by, but in this case, it's 157,892 friends.

The two fields for the departure and destination airports are a clever touch. It's interactive, pulling me in, like when a quiz promises to tell me which '90s sitcom character I am based on my questionable life choices. (I'm George Costanza.) The button, with its sharp contrast to the rest of the page, effectively captures attention while still aligning with the brand's colors and aesthetic. "Check compensation" offers an inviting, low-effort action, subtly guiding users toward their potential relief without overwhelming them.

In a world where we're constantly sold solutions to problems we didn't know we had, this CTA addresses a very real grievance with a straightforward promise. And in the often convoluted world of travel woes, that's a breath of fresh, cabin-pressurized air.

9. Crazy Egg

What it does right: Actionable, benefit-oriented, simple

Crazy Egg's CTA isn't trying too hard to impress. It's just good—well thought out, concise, and to the point.

First, the headline: "Make your website better. Instantly." A rather bold proclamation but commendably straightforward. Its use of the word "instantly" suggests that Crazy Egg has the answers, and they're not going to waste your time.

The "Show me my Heatmap" CTA button is, once again, admirably direct. It's not pleading for a click or asking for a moment of your time. It's telling you, in no uncertain terms, what's on the other side of that click.

What it does right: Clear and concise, visually appealing, strong call to action verb

First off, big ups to Zappos for not making me do math. Half off? I'm already intrigued and haven't even seen the shoes yet.

"Reveal today's deals" feels like a game show moment. What's behind door number one? A pair of boots? New house slippers? It's that momentary thrill, like unwrapping a gift—even if you end up paying for it yourself.

In an endless sea of emails screaming for attention, this one from Zappos does what it needs to do: it grabs you, shakes you gently by the shoulders, and says, "Hey, want something good for half off?" And in this economy, who can say no?

CTA placement: Landing page header

What it does right: Interactive and dynamic, personalized, sparks curiosity

By providing three clear choices (drive or deliver, eat, and ride), Uber shows that they understand and cater to the diverse needs of their users. This personalized approach instantly makes the user feel valued and attended to, whether they need a ride to the airport or just want to stuff their face.

The interactive nature of this dynamic content creates a sense of empowerment and involvement for the user. Even the tens of people unfamiliar with all of Uber's offerings will be intrigued by the distinct options, sparking curiosity and potentially leading them to explore other services beyond their original intention.

12. CareerBuilder

What it does right: Clear and concise, click-worthy secondary CTA

"Find your next job…fast!" Who are you, my dad? Although I suppose if someone's clicking their way onto a job-finding website, they're there for one reason: to snag a job, and preferably one that doesn't make them want to put a campfire out with their face.

CareerBuilder doesn't dilly-dally—they allow you to type in your wildly specific and/or desperate job requirements. And who's going to turn down the resume help offered in the secondary CTA? Talk about a lead magnet.

13. Airtable

CTA type: Gated content

What it does right: Social proof, sneak preview, clear and concise

You may be wondering why I included a very basic "submit" button in a CTA showcase, but pairing a straightforward button with great supporting elements like the headline, social proof, and sneak preview, is like sipping top-shelf wine from an old jelly jar. Sometimes, the simple stuff just ties everything together.

The large headline is as direct as my comments on whether a hotdog is a sandwich. (It's not.) Aimed at the so-called professionals in campaign planning, it speaks to a certain crowd, much like literally anything speaks to Swifties looking for Taylor's latest Easter egg.

The mention of leading companies like Shopify, Time magazine, Spotify, and Hearst adds credibility and trustworthiness. It's basically saying, "If these giants trust us, maybe you, in your comparatively minuscule existence, should, too."

The bullet list detailing what's inside the eBook provides clarity on the content, letting users know exactly what to expect, including insider tidbits from recognized brands. So, not only do you get smarter, but you also get to casually name-drop at the next girls' night. "I've been implementing campaign planning strategies inspired by Equinox and Taylor Guitars. NBD."

CTA type: Closing the sale

What it does right: Showcases diverse selection, clear and concise, highlights affordability

Max presents an impactful CTA through the Neapolitan ice cream of hero images, featuring Anderson Cooper, Ketel Marte, and Margot Robbie with Ryan Gosling. Collectively, these three flavors depict a panoramic view of Max's offerings, emphasizing a wide variety of choices only rivaled by the Cheesecake Factory menu. 

In a world drowning in content, they've managed, quite succinctly, to sum it all up with "It's all here. Plans start at $9.99/month." The ensuing "Sign up now" button invites visitors to subscribe, anchoring the CTA by providing a straightforward pathway to accessing all the consumable content your heart desires.

15. Adobe Stock

CTA placement: Google Search ad

CTA type: Free trial

What it does right: Benefit-oriented, actionable, relevant to the target audience

This paid search ad nails the CTA with a clear and easy-to-understand message. The headline "Free trial - Find the right image faster" immediately grabs attention by offering a low-risk way to experience the service. It also addresses a common pain point for users, highlighting the platform's efficiency. 

In very few words, Adobe found a way to combine attention-grabbing language, address user concerns, highlight the platform's strengths, and offer a valuable deal, making for a cleverly crafted CTA. If I were into such things, I might even click on it. But I have people for that.

CTA placement: Email

CTA type: Event promotion

What it does right: Multiple engagement opportunities, attention-grabbing, personalized

Much like the free sample stations at Costco, the strategic placement of three CTA buttons ensures the reader has multiple opportunities to engage, regardless of how far they wander (or scroll).

The header image immediately grabs attention with its vibrant graphic detailing key event highlights. This provides a quick snapshot of what to expect and builds anticipation.

Personalizing the body of the email to address readers by name creates a sense of intimacy. Instantly, they're all ears and feeling special.

Improve your CTAs now, free! 

While my dad's approach might have lacked the finesse of a well-designed button or the allure of clever copy, the sentiment was clear. And that's the heart of every good CTA. Whether you're nudging a visitor to make a purchase or nudging your offspring out of the nest, the principle remains the same. CTAs are about engaging your audience, prompting action, and, occasionally, a very pointed reminder to update your LinkedIn profile.

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Related reading:

How to write great copy

eCommerce email marketing: A beginner's guide

How to write better

How to treat and prevent common marketing copy maladies

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Allisa Boulette

Based in New England, Allisa is a content marketer and small business owner who hopes to make the internet a more interesting place than she found it. When she’s not working, you can find her lying very still not doing anything.

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52 Persuasive Conclusions – Call to Action

Learning Objectives

Conclusions in persuasive speaking function differently than informative speaking. You will learn how to incorporate a call to action in your persuasive conclusion.

• Create a persuasive conclusion that includes a call to action

Appeals and Challenges

Since the conclusion comes at the end of the speech, it is appropriate to leave the audience with an appeal or a challenge (or a combination of the two). Similar in nature, appeals and challenges are primarily divided by tone. Appeals are generally phrased more as requests, while challenges can take on a more forceful tone, almost ordering or daring audiences to engage in thought or action.

“Martin Luther King Jr.” Public domain.

One of the most historically memorable and effective conclusions that utilized appeal and challenge was Dr. Martin Luther King Jr.’s I Have a Dream speech.

And so let freedom ring from the prodigious hilltops of New Hampshire. Let freedom ring from the mighty mountains of New York. Let freedom ring from the heightening Alleghenies of Pennsylvania. Let freedom ring from the snow-capped Rockies of Colorado. Let freedom ring from the curvaceous slopes of California. But not only that: Let freedom ring from Stone Mountain of Georgia. Let freedom ring from Lookout Mountain of Tennessee. Let freedom ring from every hill and molehill of Mississippi. From every mountainside, let freedom ring. And when this happens, when we allow freedom to ring, when we let it ring from every village and every hamlet, from every state and every city, we will be able to speed up that day when all of God’s children, black men and white men, Jews and Gentiles, Protestants and Catholics, will be able to join hands and sing in the words of the old Negro spiritual: Free at last! Free at last! Thank God Almighty, we are free at last! [3]

Your persuasive conclusion will look similar to your informative conclusion. You will create three parts, a summary of important pionts and restatement of the thesis, closure, and a clincher. Your call to action will fit into your closure. What do you want the audience to do with the information that you provided?

Your call to action must be:

• Relevant to your topic and audience – what is something they can do to help?
• Realistic – based on your audience, they will resources to do different things.
• Simple – narrow down to 1-2 things, do not provide 7 things you want them to do.
• Convenient – provide links, contact information, hours of operations, and any other important information they will need to carry out your call to action. Make it easy for them!

Key Takeaways

Now that you understand the importance of a call to action, you can brainstorm effective strategies to implement your own call to action in your speech.

• Incorporate a call to action that is realistic for your audience.
• Ensure your call to action is simple, convenient, and relevant to allow the audience to see themselves taking part in the call to action.
• Deliver the call to action in the conclusion with confidence! Nonverbal strategies are important during this part of the speech, too.

King, Jr., M. L. (1963, August 28). I have a dream.” Speech posted at  http://www.americanrhetoric.com/sp  eeches/mlkihaveadream.htm  ↵

Public Speaking Copyright © by Dr. Layne Goodman; Amber Green, M.A.; and Various is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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• How to Write ____

How to Write a Great Call to Action

Table of Contents

Persuasive content writing—website pages, blogs, marketing campaigns, newsletters, and digital ad copy—all have one thing in common. They demand the perfect call to action. If you need more subscribers, sales, or a jumpstart to your leads-to-conversion rates, then it’s time to use a great call to action! And learning how to write a call to action is easier than you might think. Let’s get started.

What Is a Call to Action?

A killer call to action does two things: It tells the reader what you want them to do, and it provides the motivation to do so. It is basically a few words or a phrase that you use to convince the reader to take action and do it now!

Use Action Words

Your goal is to motivate the reader to DO something, to take action. Think of the CTA as a verbal command—you are telling them what to do next and why it is essential. Therefore, you will need to use action words to do the job. Check out these CTA examples that start with an action verb:

• Get It Today
• Join For Free
• Buy It Here
• Watch It Now
• Send Me Specials

Convey a Sense of Urgency

Knowing how to write a compelling call to action is one thing. Knowing how to add a sense of urgency to it is taking it to the next level. When something is time-sensitive, we tend to pay more attention to it. We reread it because we don’t want to miss out by being late. A call to action that employs urgent words or a reminder that time is running out is an excellent way to get the reader to click on the CTA button quickly.

Here are some examples of CTAs that suggest a feeling of urgency:

• Save 15% Today!
• Time Is Limited
• Claim Your Free Trial
• We Need Your Help!
• Limited Edition
• First Order Free—Shop Today!

Short and Sweet

Keeping the call to action short and sweet is the key. Strive to be concise, not too wordy. That being said, there’s nothing wrong with having a call to action that is a full sentence. Or maybe even two. But, in most cases, a shorter, direct CTA is the best bet. Focus on what is most important in your message. Keep it brief and straightforward. Too many words, too many options may spell too many chances for the reader to get distracted and leave the page. So, opt for a succinct, easily identifiable call to action. For example, try these CTAs:

• Sign Up Free
• Get Started

Use a CTA Button

A clickable call to action button is simple to use. It clearly stands out on the page, and the reader knows exactly what to do. Keep it to less than five words. Otherwise, it just looks crowded and messy on the button. Use a contrasting color to grab attention. And avoid using “Click Here” for a CTA button. It’s outdated and will make your marketing look amateurish. Instead, opt for a simple CTA button like these:

• Discover More
• Sign Up and Save 20%
• Start Your Free Trial Today
• Donate Here

Use Hyperlink Text in a Long Form CTA

A call to action can also effectively be used in anchor text—the blue, underlined clickable text in a sentence containing a hyperlink. You may need to offer more incentives or reasons behind why you want the reader to take action. Offer a little backstory. Present an example. Explain how you can help. Check out these examples:

• Ready to build your new home? Let’s start this journey together. Give us a call today .
• When you’re ready to start the application process , we will walk you through it line by line.
• Want to provide food and shelter to an animal in need? Donations to our shelter can save a life. We appreciate your support!

Find Out What Works

It’s important to find out what works… and what doesn’t . Just because you’ve come up with a great call to action doesn’t necessarily mean it’s the right call to action for your ad campaign. Some CTAs rank lower than others in terms of conversion rates. Marketing campaigns often run experiments to see which types of CTAs are more successful than others. For instance, “Sign Up” doesn’t do as well as “Learn More” in some settings. Apparently, users associate “Sign Up” with entering their credit card or ending up on a mailing list. In comparison, “Learn More” doesn’t carry the connotation of commitment.

Therefore, you may have to experiment with a few different CTAs until you find the one that gets you the most clicks.

Writing a great call to action is easy once you understand the basics. Aim to create a CTA that is strong, well-crafted, and geared to your specific audience.

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What Is a Call to Action in Writing?

Written by Rebecca Turley

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 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.

A CTA is NOT:

• 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 

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.

How to Write a Persuasive Essay (This Convinced My Professor!)

Table of contents

Meredith Sell

You can make your essay more persuasive by getting straight to the point.

In fact, that's exactly what we did here, and that's just the first tip of this guide. Throughout this guide, we share the steps needed to prove an argument and create a persuasive essay.

This AI tool helps you improve your essay > This AI tool helps you improve your essay >

Key takeaways: - Proven process to make any argument persuasive - 5-step process to structure arguments - How to use AI to formulate and optimize your essay

Why is being persuasive so difficult?

"Write an essay that persuades the reader of your opinion on a topic of your choice."

You might be staring at an assignment description just like this 👆from your professor. Your computer is open to a blank document, the cursor blinking impatiently. Do I even have opinions?

The persuasive essay can be one of the most intimidating academic papers to write: not only do you need to identify a narrow topic and research it, but you also have to come up with a position on that topic that you can back up with research while simultaneously addressing different viewpoints.

That’s a big ask. And let’s be real: most opinion pieces in major news publications don’t fulfill these requirements.

The upside? By researching and writing your own opinion, you can learn how to better formulate not only an argument but the actual positions you decide to hold. 

Here, we break down exactly how to write a persuasive essay. We’ll start by taking a step that’s key for every piece of writing—defining the terms.

What Is a Persuasive Essay?

A persuasive essay is exactly what it sounds like: an essay that persuades . Over the course of several paragraphs or pages, you’ll use researched facts and logic to convince the reader of your opinion on a particular topic and discredit opposing opinions.

While you’ll spend some time explaining the topic or issue in question, most of your essay will flesh out your viewpoint and the evidence that supports it.

The 5 Must-Have Steps of a Persuasive Essay

If you’re intimidated by the idea of writing an argument, use this list to break your process into manageable chunks. Tackle researching and writing one element at a time, and then revise your essay so that it flows smoothly and coherently with every component in the optimal place.

1. A topic or issue to argue

This is probably the hardest step. You need to identify a topic or issue that is narrow enough to cover in the length of your piece—and is also arguable from more than one position. Your topic must call for an opinion , and not be a simple fact .

It might be helpful to walk through this process:

• Identify a random topic
• Ask a question about the topic that involves a value claim or analysis to answer
• Answer the question

That answer is your opinion.

Let’s consider some examples, from silly to serious:

Topic: Dolphins and mermaids

Question: In a mythical match, who would win: a dolphin or a mermaid?

Answer/Opinion: The mermaid would win in a match against a dolphin.

Topic: Autumn

Question: Which has a better fall: New England or Colorado?

Answer/Opinion: Fall is better in New England than Colorado.

Topic: Electric transportation options

Question: Would it be better for an urban dweller to buy an electric bike or an electric car?

Answer/Opinion: An electric bike is a better investment than an electric car.

Your turn: Walk through the three-step process described above to identify your topic and your tentative opinion. You may want to start by brainstorming a list of topics you find interesting and then going use the three-step process to find the opinion that would make the best essay topic.

2. An unequivocal thesis statement

If you walked through our three-step process above, you already have some semblance of a thesis—but don’t get attached too soon! 

A solid essay thesis is best developed through the research process. You shouldn’t land on an opinion before you know the facts. So press pause. Take a step back. And dive into your research.

You’ll want to learn:

• The basic facts of your topic. How long does fall last in New England vs. Colorado? What trees do they have? What colors do those trees turn?
• The facts specifically relevant to your question. Is there any science on how the varying colors of fall influence human brains and moods?
• What experts or other noteworthy and valid sources say about the question you’re considering. Has a well-known arborist waxed eloquent on the beauty of New England falls?

As you learn the different viewpoints people have on your topic, pay attention to the strengths and weaknesses of existing arguments. Is anyone arguing the perspective you’re leaning toward? Do you find their arguments convincing? What do you find unsatisfying about the various arguments? 

Allow the research process to change your mind and/or refine your thinking on the topic. Your opinion may change entirely or become more specific based on what you learn.

Once you’ve done enough research to feel confident in your understanding of the topic and your opinion on it, craft your thesis. 

Your thesis statement should be clear and concise. It should directly state your viewpoint on the topic, as well as the basic case for your thesis.

Thesis 1: In a mythical match, the mermaid would overcome the dolphin due to one distinct advantage: her ability to breathe underwater.

Thesis 2: The full spectrum of color displayed on New England hillsides is just one reason why fall in the northeast is better than in Colorado.

Thesis 3: In addition to not adding to vehicle traffic, electric bikes are a better investment than electric cars because they’re cheaper and require less energy to accomplish the same function of getting the rider from point A to point B.

Your turn: Dive into the research process with a radar up for the arguments your sources are making about your topic. What are the most convincing cases? Should you stick with your initial opinion or change it up? Write your fleshed-out thesis statement.

3. Evidence to back up your thesis

This is a typical place for everyone from undergrads to politicians to get stuck, but the good news is, if you developed your thesis from research, you already have a good bit of evidence to make your case.

Go back through your research notes and compile a list of every …

… or other piece of information that supports your thesis. 

This info can come from research studies you found in scholarly journals, government publications, news sources, encyclopedias, or other credible sources (as long as they fit your professor’s standards).

As you put this list together, watch for any gaps or weak points. Are you missing information on how electric cars versus electric bicycles charge or how long their batteries last? Did you verify that dolphins are, in fact, mammals and can’t breathe underwater like totally-real-and-not-at-all-fake 😉mermaids can? Track down that information.

Next, organize your list. Group the entries so that similar or closely related information is together, and as you do that, start thinking through how to articulate the individual arguments to support your case. 

Depending on the length of your essay, each argument may get only a paragraph or two of space. As you think through those specific arguments, consider what order to put them in. You’ll probably want to start with the simplest argument and work up to more complicated ones so that the arguments can build on each other. 

Your turn: Organize your evidence and write a rough draft of your arguments. Play around with the order to find the most compelling way to argue your case.

4. Rebuttals to disprove opposing theses

You can’t just present the evidence to support your case and totally ignore other viewpoints. To persuade your readers, you’ll need to address any opposing ideas they may hold about your topic. 

You probably found some holes in the opposing views during your research process. Now’s your chance to expose those holes. 

Take some time (and space) to: describe the opposing views and show why those views don’t hold up. You can accomplish this using both logic and facts.

Is a perspective based on a faulty assumption or misconception of the truth? Shoot it down by providing the facts that disprove the opinion.

Is another opinion drawn from bad or unsound reasoning? Show how that argument falls apart.

Some cases may truly be only a matter of opinion, but you still need to articulate why you don’t find the opposing perspective convincing.

Yes, a dolphin might be stronger than a mermaid, but as a mammal, the dolphin must continually return to the surface for air. A mermaid can breathe both underwater and above water, which gives her a distinct advantage in this mythical battle.

While the Rocky Mountain views are stunning, their limited colors—yellow from aspen trees and green from various evergreens—leaves the autumn-lover less than thrilled. The rich reds and oranges and yellows of the New England fall are more satisfying and awe-inspiring.

But what about longer trips that go beyond the city center into the suburbs and beyond? An electric bike wouldn’t be great for those excursions. Wouldn’t an electric car be the better choice then? 

Certainly, an electric car would be better in these cases than a gas-powered car, but if most of a person’s trips are in their hyper-local area, the electric bicycle is a more environmentally friendly option for those day-to-day outings. That person could then participate in a carshare or use public transit, a ride-sharing app, or even a gas-powered car for longer trips—and still use less energy overall than if they drove an electric car for hyper-local and longer area trips.

Your turn: Organize your rebuttal research and write a draft of each one.

5. A convincing conclusion

You have your arguments and rebuttals. You’ve proven your thesis is rock-solid. Now all you have to do is sum up your overall case and give your final word on the subject. 

Don’t repeat everything you’ve already said. Instead, your conclusion should logically draw from the arguments you’ve made to show how they coherently prove your thesis. You’re pulling everything together and zooming back out with a better understanding of the what and why of your thesis. 

A dolphin may never encounter a mermaid in the wild, but if it were to happen, we know how we’d place our bets. Long hair and fish tail, for the win.

For those of us who relish 50-degree days, sharp air, and the vibrant colors of fall, New England offers a season that’s cozier, longer-lasting, and more aesthetically pleasing than “colorful” Colorado. A leaf-peeper’s paradise.

When most of your trips from day to day are within five miles, the more energy-efficient—and yes, cost-efficient—choice is undoubtedly the electric bike. So strap on your helmet, fire up your pedals, and two-wheel away to your next destination with full confidence that you made the right decision for your wallet and the environment.

3 Quick Tips for Writing a Strong Argument

Once you have a draft to work with, use these tips to refine your argument and make sure you’re not losing readers for avoidable reasons.

1. Choose your words thoughtfully.

If you want to win people over to your side, don’t write in a way that shuts your opponents down. Avoid making abrasive or offensive statements. Instead, use a measured, reasonable tone. Appeal to shared values, and let your facts and logic do the hard work of changing people’s minds.

Choose words with AI

You can use AI to turn your general point into a readable argument. Then, you can paraphrase each sentence and choose between competing arguments generated by the AI, until your argument is well-articulated and concise.

2. Prioritize accuracy (and avoid fallacies).

Make sure the facts you use are actually factual. You don’t want to build your argument on false or disproven information. Use the most recent, respected research. Make sure you don’t misconstrue study findings. And when you’re building your case, avoid logical fallacies that undercut your argument.

A few common fallacies to watch out for:

• Strawman: Misrepresenting or oversimplifying an opposing argument to make it easier to refute.
• Appeal to ignorance: Arguing that a certain claim must be true because it hasn’t been proven false.
• Bandwagon: Assumes that if a group of people, experts, etc., agree with a claim, it must be true.
• Hasty generalization: Using a few examples, rather than substantial evidence, to make a sweeping claim.
• Appeal to authority: Overly relying on opinions of people who have authority of some kind.

The strongest arguments rely on trustworthy information and sound logic.

Research and add citations with AI

We recently wrote a three part piece on researching using AI, so be sure to check it out . Going through an organized process of researching and noting your sources correctly will make sure your written text is more accurate.

3. Persuasive essay structure

If you’re building a house, you start with the foundation and go from there. It’s the same with an argument. You want to build from the ground up: provide necessary background information, then your thesis. Then, start with the simplest part of your argument and build up in terms of complexity and the aspect of your thesis that the argument is tackling.

A consistent, internal logic will make it easier for the reader to follow your argument. Plus, you’ll avoid confusing your reader and you won’t be unnecessarily redundant.

The essay structure usually includes the following parts:

• Intro - Hook, Background information, Thesis statement
• Topic sentence #1 , with supporting facts or stats
• Concluding sentence
• Topic sentence #2 , with supporting facts or stats
• Concluding sentence Topic sentence #3 , with supporting facts or stats
• Conclusion - Thesis and main points restated, call to action, thought provoking ending

Are You Ready to Write?

Persuasive essays are a great way to hone your research, writing, and critical thinking skills. Approach this assignment well, and you’ll learn how to form opinions based on information (not just ideas) and make arguments that—if they don’t change minds—at least win readers’ respect. ‍

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Persuasive Speech Examples: Taking A Stand In Speech

Persuasive speeches have been used throughout history to shape public opinion and shape behavior, and examples abound. Persuasive speech examples include virtually any topic – voting, racism, school uniforms, safety, organ donation, recycling, and so on.

From a teenager asking his parents to go out with friends to an aspiring politician convincing voters to choose him, many people use a persuasive speech to convince their audience members to do something. A successful persuasive speech entails getting someone to take action and be swayed to the speaker’s side.

Table of Contents

What Is A Persuasive Speech?

While an informative speech aims to enlighten the audience about a particular subject, a persuasive speech aims to influence the audience — and convince them to accept a particular point of view. 

The central idea is to persuade, whether discussing a persuasive essay or ‌public speaking. This form of communication is a call to action for people to believe in and take action upon something.

Throughout history, persuasive speech ideas and their communicators have played a vital role in driving change, whether on a personal, community, societal, national, or even global level. 

We’ve seen leaders and important figures sway public opinions and spark movements. Persuasive speech has been there to raise awareness about a specific issue (e.g., labor rights, gender equality). People have been using such speeches to establish authority, negotiate, and, ultimately, urge the audience to join their side.

What Are Some Examples Of A Persuasive Speech Topic?

There’s a wide range of good persuasive speech topics . To give you an idea, here’s a list of persuasive speech topics:

• Social media is taking a toll on young people’s mental health
• Cell phones and too much screen time are making people lazier
• Violent video games make people more aggressive
• Why authorities must ban fast food for children
• Schools and workplaces should take more action to curb obesity rates
• Why public schools are better than private ones
• College athletes should undergo steroid tests
• There’s more to high school and college students than their GPAs
• Should award-giving bodies rely on the popular vote or the judges’ vote?
• There’s a need to regulate the use of painkillers more heavily
• Cloning must not be legalized
• More government budget should be allocated to health care
• Why businesses must invest in renewable energy
• Should military units be allowed to use drones in warfare?
• How freedom of religion is affecting society
• Libraries are becoming obsolete: A step-by-step guide on keeping them alive
• Should euthanasia be allowed in hospitals, clinical settings, and zoos?
• Developing countries must increase their minimum wage
• Global warming is getting more intense
• The death penalty must be abolished

What Is An Example Of How Start Of A Persuasive Speech?

Persuasion is an art. And when you’re given the chance to make a persuasive speech, one of the first things you must do is to settle down with a thesis statement. Then, you must identify at least two main points, pre-empt counterarguments, and organize your thoughts with a ‌persuasive speech outline.

Remember that your opening (and closing) statements should be strong. Right at the start, you must captivate your audience’s attention. You can give an impactful factual statement or pose a question that challenges conventional views. 

The success of a speech doesn’t only end with writing a persuasive one. You must also deliver it with impact. This means maintaining eye contact, keeping your posture open, and using a clear voice and an appropriate facial expression.

What Are The 3 Points To Persuasive Speech?

There are three pillars of a persuasive speech. First is ethos, which taps into the audience’s ethical beliefs. To convince them and establish your credibility, you must resonate with the morals they uphold. 

The second one is pathos, which refers to the emotional appeal of your narrative. One approach is to share an anecdote that your audience can relate to. To effectively appeal to your audience’s emotions, you must also use language, tone, diction, and images to paint a better picture of your main point.

On other other hand, logos appeals to logic. This is why it’s important to pepper your speech with facts.

How Are Persuasive Speeches Used?

You may know persuasive speeches as those stirring speeches delivered by politicians and civil rights and business leaders. In reality, you yourself could be using it in everyday life.

There are different types of persuasive speeches. While some mobilize bigger movements, others only persuade a smaller audience or even just one person.

You can use it in a personal context . For example, you’re convincing your parent to extend your curfew or eat at a certain restaurant. In grander ways, you can also use it to advocate for social and political movements. If you’re in business, marketing, or sales, you can use persuasive speech to promote your brand and convince others to buy your product or service. 

For example, a teen might try to persuade a parent to let them stay out beyond curfew, while a civil rights leader might use persuasion to encourage listeners to fight racism.

No matter the context of your speech, an effective persuasive speech can compel someone or a group of people to adopt a viewpoint, take a particular action, and change a behavior or belief.

What Are Persuasive Speech Examples?

This AI-created speech about walking shows how a persuasive speech is laid out, using Monroe’s Motivated Sequence (i.e., attention, need, satisfaction, visualization, and call to action) to convey the message that walking can overcome the risks of modern life

The introduction sets up the speech:

“Let’s be honest, we lead an easy life: automatic dishwashers, riding lawnmowers, T.V. remote controls, automatic garage door openers, power screwdrivers, bread machines, electric pencil sharpeners… We live in a time-saving, energy-saving, convenient society. It’s a wonderful life. Or is it?”

Unfortunately, lack of exercise leads to health problems. Walking can overcome the effects of lack of exercise, lethargy, and poor diet. The body of the speech delves into this concept in detail and then concludes with a call to the audience to walk more.

AI pick up the pattern that many living persons have perfected over the year.

Maya Angelou, an American poet and civil rights activist, delivered this compelling poem as a persuasive speech . The performance concludes with this inspiring message about overcoming hardship and discrimination: “Leaving behind nights of terror and fear, I rise/ Into a daybreak that’s wondrously clear, I rise/ Bringing the gifts that my ancestors gave/ I am the dream and the hope of the slave/ I rise, I rise, I rise.” 

What Are Some Historical Examples Of Persuasive Speech?

Maya Angelou is just one of the important figures who have delivered powerful speeches etched in history. These individuals have risen and relayed impactful messages, championing advocacies that would resonate with people during their time — and beyond.

Below are more moving examples of a persuasive speech:

The Gettysburg Address by Abraham Lincoln

Context: In November 1863, during the American Civil War, US President Abraham Lincoln delivered this speech in commemoration of the dedication of the Gettysburg National Ceremony (also known as the Soldiers’ National Ceremony).

Snippet: “Now we are engaged in a great civil war, testing whether that nation or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We come to dedicate a portion of it as a final resting place for those who died here, that the nation might live. This we may, in all propriety, do. 

“ But, in a larger sense, we can not dedicate, we can not consecrate, we can not hallow, this ground, The brave men, living and dead, who struggled here, have hallowed it, far above our poor power to add or detract. The world will little note nor long remember what we say here; while it can never forget what they did here. 

“ It is rather for us, the living, we here be dedicated to the great task remaining before us that, from these honored dead, we take increased devotion to that cause for which they here, gave the last full measure of devotion that we here highly resolve these dead shall not have died in vain; that the nation, shall have a new birth of freedom, and that government of the people, by the people, for the people, shall not perish from the earth.”

The Finest Hour by Winston Churchill

Context: In his nearly 40-minute long speech in June 1940, over a month since Winston Churchill became the British Prime Minister, he sparked hope that they could win the impending Battle of Britain during the Second World War. 

Snippet: “What General Weygand called the Battle of France is over. I expect that the Battle of Britain is about to begin. Upon this battle depends the survival of Christian civilization. Upon it depends our own British life, and the long continuity of our institutions and our Empire. The whole fury and might of the enemy must very soon be turned on us. Hitler knows that he will have to break us in this Island or lose the war. 

If we can stand up to him, all Europe may be free, and the life of the world may move forward into broad, sunlit uplands. But if we fail, then the whole world, including the United States, including all that we have known and cared for, will sink into the abyss of a new Dark Age made more sinister, and perhaps more protracted, by the lights of perverted science. Let us, therefore, brace ourselves to our duties, and so bear ourselves that, if the British Empire and its Commonwealth last for a thousand years, men will still say, ‘This was their finest hour.’”

I Have a Dream by Mary Wollstonecraft

Context: In her 1792 speech, the British writer and women’s rights advocate shared her dream — that a day will come when women will be treated as rational human beings.

Snippet: “These may be termed utopian dreams. – Thanks to that Being who impressed them on my soul, and gave me sufficient strength of mind to dare to exert my own reason, till, becoming dependent only on him for the support of my virtue, I view, with indignation, the mistaken notions that enslave my sex. 

“ I love man as my fellow; but his scepter, real or usurped, extends not to me unless the reason of an individual demands my homage; and even then, the submission is to reason and not to man. In fact, the conduct of an accountable being must be regulated by the operations of its own reason; or on what foundation rests the throne of God?”

These snippets of their persuasive speech capture the very essence of this form of communication: to convince the audience through compelling and valid reasoning, evoking their feelings and moral principles, and motivating them to act and join a movement, big or small. 

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Grow Your Business

50 powerful call to action phrases for 2022 (power words explained), share this article.

Business is about selling . And to sell something online, you need a call to action (CTA) persuasive enough that it gets people excited.

Writing a call to action that reinforces a potential customer’s desire to buy and creates a sense of urgency is a craft—and power words are the secret ingredient of this craft.

By the end of this article, you’ll discover 50 power words you can use to create compelling calls to action. We will also go over 50 effective CTA button examples to give you some ideas and inspiration. Read on! 

What are power words?

Power words are words of persuasion. They are the key elements of your sales pages or marketing campaign messaging — power words get people to interact with your brand online, increasing your conversion rates. 

When used correctly, power words are emotional and psychological triggers that are difficult to resist. For example, copywriters often say that the most powerful word in advertising is “free.”

Indeed, if you’re interested in something, “free” is hard to turn down. But what are some other examples of power words that you might want to use as part of your CTAs? 

50 power word examples

Power words are not random. To trigger a desired effect — whether it’s liking a post on social media or clicking on an ad — they have to tap into your audience’s primary emotions and/or suggest immediate benefits. 

On a high level, you can group power words into five categories based on the emotions they cater to:

Encouragement

Power words can, of course, be divided into even more categories — but if you learn how to appeal to these basic emotions in your CTA buttons first, you can often build up your conversion rates from there.

Below, you’ll find specific examples of power words from each category.

• Behind-the-scenes
• Little-known
• Comprehensive
• Professional
• Mind-blowing
• Breathtaking

Wondering how you can use these power words to your advantage? Mix them up to create powerful call to action phrases . 

What’s a call to action (CTA)? 

A call to action (CTA) is the part of a blog post, landing page, email subject line, or printed ad that encourages website visitors or potential customers to actually do something.

The action could be clicking the button to download an ebook, signing up for an email list, trying a free demo, etc. The goal of a CTA is to convert your audience into leads or customers. 

What makes a powerful CTA?

Have you ever signed up for a newsletter or clicked on a product online just because it seemed interesting? Congrats — that means you’ve already seen the power of a good CTA in action.

While CTAs rarely change people’s minds about fundamental values and beliefs, they remove barriers from taking an action to make it seem effortless . 

Here are a few signs of a good call to action:  

• Uses power words (such as the ones listed above)
• Evokes emotions
• Is short and clear
• Is easy to remember
• Speaks directly to the audience

50 powerful call to action phrases (real examples)

Let’s look at some real CTAs used by companies worldwide. Take note of some of the different strategies you can use to encourage action with your audience.

1. Weebly: Create your website

Proactive, specific, short and clear CTAs always work — that’s what makes this example from Weebly effective. You can guess that Weebly is a website building tool right away, even if you’ve never heard of them before, because the CTA does a good job highlighting their value proposition. 

2. Descript: Create your free voice model

This more complex call to action by transcription tool Descript is interesting because it builds a sense of intrigue. It’s likely that you don’t know what a voice model is, but you’d probably like to find out. 

3. Kickstarter: Start a project

In another short, specific, and catchy example, crowdfunding platform Kickstarter manages to augment their brand name with a CTA that explains the value prop while highlighting the simplicity and excitement of starting. 

4. Webflow: Start building

Just like Weebly, Webflow (another website builder) is putting action first — but this brand decided to go for extra brevity. The CTA relies on brand recognition to shine a light on the type of “building” you can do. 

5. WeTransfer: Transfer

A very utilitarian approach by WeTransfer is to eschew marketing copy altogether and set their CTA in a functional web app form users can fill out to actually transfer files. 

6. mymind: Take back your mind

Another great CTA from the notetaking wellness app mymind speaks directly to the audience and evokes emotion based on the brand’s manifesto of gathering all ideas in one private place. 

7. Betabrand: Join the conversation

As a project-based clothing brand where customers can vote for new products, Betabrand decided to elevate their value proposition with a CTA focused on community. 

8. Practice: Request early access

Even if your brand is not yet launched, a CTA to build your email list can make it much easier to grow your audience ahead of time. 

9. Prezi: See how it works

Prezi’s CTA evokes curiosity, and acknowledges that it’s much more effective to show how their unique solution than to write about it. 

10. Clearbit: Explore the platform

Since highlighting all the features of your product in your website or ad copy is often impossible (due to word count limitations and short attention spans), inviting users to scan through your platform’s features could be a great middle step before they’re ready for a demo. 

11. Noah Kagan: Spice me up

CTAs can be humorous. Fun calls to action are easier to remember and can leave a positive first impression about your brand. 

12. Cloudflare: Under attack?

One of the best CTAs in this list is Cloudflare’s direct anticipation of its users’ needs. The CTA for their cyber protection tool is not just short and clear — it’s also powerful and specific . 

13. Xero: Learn what Xero can do

Some brands, such as Xero, don’t want to seem pushy with their sales. Instead, they use CTAs that are inviting, friendly, and useful at the same time. 

14. Ugmonk: Shop Analog

Another utilitarian solution by design studio and online boutique Ugmonk is to simply refer to the name of their best-selling collection of goods. If you end up on Ugmonk’s website, it’s likely that this is exactly what you’re looking for. 

15. The Browser: Become a subscriber 

Blogs and media publications that don’t have products to sell should still think about how they can deliver information to their audiences and build engagement over time. Inviting people to subscribe to a mailing list is a good, non-pushy way to do that.  

16. Harvest: Try Harvest free

As mentioned above, “free” is one of the most effective power words. So much so that adding “free” to almost any CTA will improve its conversion rates . Time-tracking software Harvest seems to know what works.

17. HubSpot: Start free or get a demo

Giving visitors a choice between two options is a good idea. Merging two options into a single CTA is even better, since it removes decision-making without removing agency. 

18. Fastmail: Try it free for 30 days

Unlike Harvest or HubSpot, Fastmail specifies that their product isn’t free forever — you only get a free deal for 30 days. This sets realistic expectations and outlines the details of their value proposition — a free trial — in just a few words.

19. YNAB: Start your free trial

Another way to make sure your users know that your product isn’t free forever is to mention that they are signing up for a trial upfront, like YNAB does.

20. Buffer: Get started now

The power word “now” adds urgency to any CTA and suggests that a solution is ready to be used, with no complex setup required. 

21. Tim Ferris: Unlock the ebook

Appealing to one of the basic emotion of greed, entrepreneur and motivational speaker Tim Ferriss lets his visitors know that they will get something of value — not available anywhere else — in exchange for their email address. 

22. Accenture: Read our new report 

Companies that sell services often decide to hook leads in and prove their capabilities by making proprietary research, case studies, or testimonials available for free — which is exactly what Accenture is doing on their website. 

23. Medium: Start reading 

In their CTA, Medium tries to remove barriers to enjoying the core experience of their site, which is reading. 

24. Affirm: Learn more about us

In a multi-CTA strategy, you can make sure that some CTAs are as direct (and “salesy”) as possible, and others simply provide more information about your product or service. 

25. Airbnb: Start your search

The most important role of a CTA is to get a user to engage with your product. Airbnb includes a simple CTA right in the search field on their platform and only moves on to login and signup focused CTAs when it’s necessary. 

26. Stripe: Start now

Explaining what your product does with a great headline and reducing your CTA to two power words like “start” and “now” is an effective combo, as showcased by online payment platform Stripe. 

27. Wise: Compare price

Just like WeTransfer and Airbnb, currency conversion tool Wise puts its CTA right into the conversion form on their website, so users can engage with the product right away. 

28. freeCodeCamp: Get started (it’s free)

We’ve seen examples of how you can tell users that your product is free only during a trial period. freeCodeCamp tries to do the opposite, focusing on the fact that it’s free forever. 

29. Beyond Meat: Find near me

If your product is sold through retailers, helping users find the nearest one is probably the most actionable thing you can do. 

30. Boom: Learn more

When your solution is as complex as a supersonic jet that’s not yet for sale, there’s no rush to get website visitors to convert. Using a simple and informational CTA works well enough. 

31. Ghost: Test it out now

Making it easy for your users to try your unique solution will definitely positively affect your conversion rates. 

32. Oura: Shop now

“Now” is a strong power word that can reinforce different verbs with the notion of urgency. “Shop now” is about as actionable as it gets for ecommerce-related CTAs 

33. Sweetgreen: Order now

When you know that visitors are coming to your website to place orders, making that option immediately available is the most effective thing you can do. 

34. AngelList: Invest now 

Even though the CTA “Invest now” might seem like it’s about immediacy, it really speaks directly to visitors’ aspirations. Anyone visiting the website is likely looking for ways to invest their money, and AngelList offers a way to do exactly that in a quick and straightforward way. 

35. DoorDash: Enter delivery address

DoorDash asks users for a delivery address in their CTA because they know that users come to their website to have food delivered there — and entering an address brings them one big step closer to placing an order. 

36. AppSumo: Gimme the goods

In a similar message to the one from Tim Ferriss, AppSumo highlights the value website visitors are going to receive in exchange for providing their email address. 

37. Lyft: Apply to drive

In their short and clear CTA, Lyft lets potential drivers know that there’s an application process they have to go through before they can start driving on the platform. 

38. GitHub: Sign up for GitHub

GitHub uses a standard “Sign up” CTA but wants to reinforce its brand name by putting “GitHub” right after the actionable power words. 

39. Slack: Talk to sales

If you’re targeting enterprise clients, it pays to show them that you understand the process they are used to, such as meeting and negotiating with a sales team before signing a large contract. 

40. Lever: Let’s talk

A more friendly approach to enterprise sales can be seen at Lever with their casual “let’s talk.”

41. Firefox: Download Firefox

If your app has as much recognition as Firefox, you don’t need to say more than “Download [brand name]” in your CTA. This is primarily why users visit the website. 

42. Plaid: Get API keys

Unlike other companies, Plaid uses an exclusion strategy in their CTA by making sure only developers, who know what APIs can be used for, proceed to work with their platform. 

43. Backblaze: Meet personal backup

With a completely opposite approach to Plaid, Backblaze is trying to make technical solutions like B2 storage and backups seem more accessible by using simple, casual language. 

44. Uber: Request now

As a service that lets users request rides all over the world through their mobile app, Uber’s website highlights that the same can be done on a desktop device. 

45. Mixpanel: Take a tour

If you have an app that requires some training, letting users sign up right away is not such a great idea, since they’ll likely leave shortly after. But show them all the features with a quick tour and they’ll be more likely to stick. 

46. Ramit Sethi: Start the quiz

Another way to increase engagement is to invite website visitors to take a quick quiz that will provide them with personalized recommendations for which solutions best fit their needs. That’s what Ramit Sethi is doing here. 

47. Lime: Our vehicles

Unlike Uber, Lime has chosen to keep a more informational approach on its website, describing its multimodal fleet instead of letting users book bikes and vehicles on the spot. 

48. Hipcamp: Start hosting 

Not only does Hipcamp use a short and clear CTA — they also make it clear that they are prioritizing getting new hosts on the platform by offering an ever-growing suite of solutions. 

49. FoundMyFitness: Become a member

If you offer a subscription service, it often pays to portray it as a community and use inclusive language such as “members” rather than “subscribers.” 

50. Spotify: Get 3 months free

Finally, giving your potential customers a good deal will always translate into an effective CTA. 

With the 50 examples above, you can see how power words like “start,” “free,” “now,” and “new,” among many others, can be combined in different ways to get your audience to take action on your website, social channels, or ads. 

Going forward, challenge yourself to always include at least one power word in your CTAs and track the effect it has on your conversion rates. And if you w ant more copywriting tips? Check out our guide to writing sales copy that actually sells .

Luke is a content marketing strategist at Thinkific. While he likes to use a little alliteration in his work, he’s also aware that readers aren’t always in awe of his atrocious adjective additives.

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40 Awesome CTAs That Will Increase Conversions

• Written By Jacqueline Zote
• Updated: July 31, 2023

Sometimes looking at exemplary CTA examples is all it takes to inspire your own persuasive calls to action.

Whether it’s driving purchases, newsletter subscriptions , ebook downloads, or free trial signups, the ultimate goal of any marketing copy is to convert.

While persuasive copy and enticing offers will do the trick, you also need a compelling call to action to seal the deal. That’s why we decided to share a list of some awesome CTA examples to help you get those clicks.

What is a call to action?

A call to action (CTA) or call for action refers to the prompt that invites the audience to take a desired action, such as buying something, downloading something, or signing up for a newsletter. You can find it on a webpage, ad, or even a piece of content.

What is a call to action in writing?

In writing, a call to action is a piece of copy or a statement that tells the audience what to do. A  well-written CTA  is persuasive enough to inspire the audience to take the desired action. It typically includes  transaction keywords  such as “buy” or “discount” to target people who are on the verge of converting. As such, it has the power to drive conversions and subsequently boost your bottom line.

What is a call to action in marketing?

In marketing, a call to action  prompts the audience to take action  that ultimately helps you achieve your campaign goal. It involves strategic placement and design, as well as powerful copy that aligns with your campaign.

40 CTA examples to inspire you

A strong call to action can help you get more leads, email subscribers, and sales. Check out the 40 great call-to-action examples below.

1.  Aesop  – Discover supportive skincare

Aesop is a vegan and sustainable brand that takes an informed approach to skin care. By inviting the audience to “discover supportive skin care,” it offers a promise that Aesop’s products will support their unique skin needs.

2.  BarkBox  – Claim offer

Simple and straightforward, this call to action keeps it brief by encouraging the audience to claim their offer. It clearly highlights how there’s a reward (the offer) waiting for them if they take that action.

3.  Bazaarvoice  – Calculate your ROI

This call to action tells the audience what action they can take even if they’re not ready to start using Bazaarvoice. By encouraging people to calculate their ROI on user-generated content, the brand is slowly establishing the value of their product.

4.  BigCommerce  – Let’s go!

Speaking of simple CTA examples, BigCommerce keeps it short yet exciting with this call to action. By using “let’s,” the brand implies they’re with the customer on their journey.

5.  BUXOM  – Find your shade

This CTA encourages customers to start using BUXOM lip products by finding their shade. It speaks for the brand’s expansive shade options and how there’s a perfect shade for everyone.

6.  Cisco  – Explore hybrid work

Cisco tries to promote their various hybrid work solutions by inviting the audience to “explore hybrid work.” It’s simple and straightforward with just the right dose of enticing.

7.  ClearVoice  – Start my content plan

We made it on our own list — not because we’re biased but because of this winning call to action. It puts the focus on the audience and states exactly what they get when they click on the button: a content plan.

8.  Constant Contact  – Start your free month

This call to action explicitly highlights what people are signing up for. It uses a power word like “free” to make the offer more enticing.

9.  Dame  – Apply discount

Who doesn’t love discounts? Dame taps into this desire with a call to action that focuses on the discount factor.

10.  Disruptive Advertising  – Get audit

Disruptive Advertising establishes the value of an audit by highlighting the amount of wasted ad spend. They then follow with a call to action, inviting people to get an audit.

11.  Everflow  – See in action

For visitors who aren’t yet ready to book a demo, Everflow gives the option to see the platform in action. It’s authoritative and direct, in addition to using action words like “see.”

12.  Fenty Beauty  – Don’t Miss Out

Fenty Beauty includes a call to action that matches the copy. They imply that the product sells out fast and then encourage shoppers to not “miss out” on a chance to buy it.

13.  Fenty Beauty  – Swipe Right

Fenty Beauty makes another appearance with a creative CTA that aligns with the promo copy. The copy promotes a combo of two products and calls it “Couple Goalz,” then they follow up by encouraging shoppers to “swipe right.”

14.  Glossier  – Get glowing

Like Fenty, Glossier matches their CTA to the product they’re promoting. They encourage customers to “get glowing” by getting a free Futuredew—a product for dewy, all-day glow.

15.  Hawthorne  – Get yours

Hawthorne promotes their tailored personal care products by inviting people to get products as unique as they are. The use of “yours” gives an implication of the products being personal to the customer.

16.  Hersheypark  – Yes, I want a free ticket

Hersheypark uses power words like “free” and capitalizes it in this CTA so the main focus can be on the promise of a free ticket.

17.  Hootsuite  – Start your free 30-day trial

Hootsuite gets very specific with this CTA, clearly highlighting the benefits—it’s free, and it lasts for 30 whole days. This minimizes the risk of confusion while showing the audience exactly what they can get.

18.  Laura Mercier  – Yes please

Next up on our list of CTA examples is this enticing promo offer. This Laura Mercier CTA is an answer to the question of whether you want 15 percent off on your first order. It’s short and sweet while directly aligning with the rest of the copy.

19.  Loomly  – See the features they love

Loomly brings social proof into the game by highlighting the biggest brand names they’ve worked with. They then write a call to action inviting the audience to see the Loomly features these brands love.

20.  Lumin  – Build your routine

Lumin invites shoppers to start building their routines. Words like “build” establish the power customers have over their own skincare routine.

21.  Make a Living Writing  – Find my time

This CTA encourages freelancers to find a time that works for them. It gives the implication there’s flexibility to accommodate their schedule.

22.  Marine Layer  – Get your butt in these

CTA examples can be funny, and this humorous take proves it. Marine Layer keeps it fun and down to earth with this call to action. In addition to being actionable, this CTA aligns with the brand’s casual and friendly personality.

23.  Missinglettr  – Start growing my brand

This call to action explicitly states the benefit that customers can enjoy—growing their brand, which could compel them to take the desired action.

24.  Moosend  – Get started for free

This CTA is simple and straight to the point. It also makes use of power words like “free,” along with action phrases like “get started” for a compelling invitation.

25.  NordVPN  – Choose your plan

For this call to action, NordVPN establishes that there are different plans to choose from. This could encourage many visitors to explore the different plans before they’re ready for a final decision.

26.  Pact  – Gimme 20% off

Pact keeps their CTA casual and conversational to relate to their audience. They also specifically highlight the offer (20 percent off) to make it even more compelling.

27.  PupBox  – Go fetch your box

CTA examples can be adorable and compelling. This call-to-action copy uses words like “fetch,” speaking to a community of dog parents. Plus, it’s actionable and direct, which adds to the appeal.

28.  Refersion  – Try free for 14 days

Like the Hootsuite example above, this CTA clearly highlights the offer (try free) and the length of the offer (14 days).

29.  Revolve  – Get my coupon

In this call to action, Revolve focuses on the reward in store i.e., a coupon for 10 percent off. This gives shoppers a reason to subscribe to their newsletter.

30.  Scotch Porter  – Unlock 20% off

Besides highlighting the reward, this CTA from Scotch Porter uses curiosity words like “unlock” to make the offer even more enticing.

31.  Semrush  – Try SEO toolkit

In this CTA, Semrush offers an SEO toolkit their audience can try before they’re fully convinced of the platform’s value.

32. Brevo  – Take a free test drive!

Sendinblue keeps things fun by inviting the audience to take a free test drive (read: a free trial). Similarly, you can get creative by playing around with different call-to-action synonyms.

33.  ShipBob  – Unlock 2-day shipping

In this CTA, ShipBob highlights the benefit (two-day shipping) and uses power words like “unlock” to make a persuasive offer.

34.  Smile.io  – Start building customer loyalty

This call to action is compelling because it focuses on the benefit of using Smile.io—building customer loyalty.

35.  Sol de Janeiro  – Activate offer

Next up on our CTA examples list is one that shows you how to build your email list. Sol de Janeiro invites shoppers to “activate” their offer of 10% off, giving people a good reason to sign up for the newsletter.

36.  Third Love  – Find my fit

This CTA capitalizes on the desire to find a perfect-fitting pair of bras and entices the audience to find their fit.

37.  Tribe  – Create your tribe

Tribe makes a compelling case for their platform by encouraging businesses to create their tribe, focusing on the platform’s ability to engage communities.

38.  Unbounce  – Build landing pages

In this CTA example, Unbounce focuses exactly on what the platform can do… build landing pages.

39.  Webflow  – Start building

Webflow also focuses on the ability to get websites without the dev time, encouraging people to “start building” immediately.

40.  WebFX  – Claim free proposal

WebFX makes their call to action more enticing by using power words like “free” and inviting visitors to “claim” the offer.

Ready to drive action?

We hope this list of CTA examples has inspired you. If you want more conversions, you need a convincing call to action to complement the rest of your copy. Make sure you work with high-quality writers  who can bring out your brand voice and write CTA copy that drives clicks and conversions.

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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.

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.

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).

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” – 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.

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.

• 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.

• 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.

• 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 .

• 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).

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• “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.

• “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.

• 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.

• 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.

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.

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.)

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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You may also like reading:

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February 21, 2018 at 9:03 pm

March 14, 2018 at 1:14 am

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

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]

July 11, 2018 at 11:18 am

Hey Kevin, I think this FREE webinar can be very helpful More Than Words: How To Write the Perfect Facebook Ads Copy It will go live on Tuesday, July 17th, at 10 am (PST). Mark it on your calendar and reserve your spot now by clicking here !

August 9, 2018 at 9:38 pm

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

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

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

November 29, 2018 at 10:44 am

Thanks much, practical suggestions.

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!

December 29, 2018 at 3:42 pm

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

January 8, 2019 at 1:33 am

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

January 8, 2019 at 1:35 am

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

January 16, 2019 at 8:01 am

Thanks for sharing!

January 17, 2019 at 7:29 am

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

February 3, 2019 at 7:29 am

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

March 2, 2019 at 4:17 am

Excellent information

April 9, 2019 at 11:45 pm

great post on CTA

April 11, 2019 at 11:53 pm

These CTA examples are very useful.

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.

April 17, 2019 at 10:09 am

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

April 20, 2019 at 4:31 am

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

April 21, 2019 at 10:48 pm

Nice information. Thanks

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

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.

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.

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.

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)

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.

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!

May 20, 2020 at 6:02 pm

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

June 7, 2020 at 11:31 am

informative article, thanks for sharing this article.

June 11, 2020 at 10:02 pm

Nice post I learned a lot here thanks.

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

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!

January 26, 2021 at 10:38 pm

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

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.

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.

May 18, 2021 at 6:36 am

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

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/ […]

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[…] 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 […]

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Persuasive Essay Outline – Examples, Templates & Structure

Amanda Green was born in a small town in the west of Scotland, where everyone knows everyone. I joined the Toastmasters 15 years ago, and I served in nearly every office in the club since then. I love helping others gain confidence and skills they can apply in every day life.

Writing a good persuasive essay can help convince others of a point that means a lot to you. It can be anything from an environmental crisis to something as simple as the importance of ebooks to the modern reader. But how do you write a persuasive essay? Where do you even start? Right here! I’ll explain everything you need to know and even show you an example of a persuasive essay.

What Is a Persuasive Essay?

Persuasive essays are meant to convince someone or a group of people to agree with you on a certain topic or point of view. As the writer, you’ll use definitive evidence, simple reasoning, and even examples to support your argument and persuade them to understand the point of the essay.

Why Write a Persuasive Essay?

Believe it or not, you’ll have to form convincing arguments throughout real life. This could be in the form of college essays or academic essays, speeches for debate club that requires a valid argument, or even presenting an idea for change to your town council.

Argumentative vs. Persuasive Essay

An argumentative essay presents an argument on a specific topic and tries to persuade people to accept that argument as valid. It uses evidence, logic, and sometimes counterarguments to support the main point.

A persuasive essay is similar but presents an argument and focuses more on appealing to the reader’s emotions and values to convince them of your point of view. Think of it as convincing vs. persuading. And, yes, persuasive essays can also use evidence, but they often rely more on personal anecdotes and moral appeals to plead their case.

Let me give you an example. I’m a content writer, but I’m also a published author. If I were going to write an argumentative essay, I’d probably choose a topic like “Do you think authors should self-edit their work?”

But if I were doing a persuasive essay with a similar angle, the topic would look more like “The benefits of self-editing for authors.” Make sense?

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Basically, the main difference between argumentative and persuasive essays is all in the emphasis placed on logic and emotion.

How Many Paragraphs in a Persuasive Essay?

A decent persuasive essay should be around five or six paragraphs with double line spacing, depending on the topic, and can range from 500-2000 words in length. This includes your introduction and conclusion.

Introduction of a Persuasive Essay Example

Our world is facing a crisis, and that crisis is plastic pollution! Every day, a disgusting amount of plastic waste is just dumped into our oceans, killing and harming innocent marine life and ultimately affecting the entire food chain, including us.

Even though there is a clear and present danger that plastic presents, there are still a lot of people and corporations that continue to use single-use plastics with zero regards for their impact on our environment. It’s time for people to really look around and take some responsibility.

We can make a change by learning and using environmentally friendly alternatives in our everyday lives. So, in this essay, I’ll argue that using reusable bags, water bottles, and containers is not only necessary for the health of our precious planet but also a simple and effective way to make a real difference.

A Persuasive Essay Structure

As persuasive essay writers, you can write it however you like, but to follow a traditional persuasive essay structure, use this basic layout to get an effective paper:

• An Introduction: You need a good hook to grab the reader’s attention, a thesis statement presenting the main argument, and a roadmap of the essay, so they know what to expect.
• The Body Paragraphs: 2-3 paragraphs should suffice to provide strong evidence, examples, and any reasoning to support the thesis statement. Each paragraph should focus on a single main idea. 
• The Counterargument: This section acknowledges and refutes the opposing viewpoint, strengthening your argument but still without being as forward as an argumentative essay.
• A Conclusion or Closing Statement: Here is where you would summarize the main points of the essay and a restatement of the thesis, including a call to action for the reader and/or a final thought.

In the end, a persuasive essay usually consists of 5-6 paragraphs and needs to be clear, concise, and logically structured to really persuade the reader on the point.

Tips for Persuasive Writing

• Choose a strong, clear thesis statement that presents your argument well.
• Know your audience and tailor your language and arguments to them. You’ll need a different approach if you’re speaking to a group of teenagers versus a team of adults.
• Use credible and reliable sources to support your argument so no one can second guess your point.
• Expect that people will have counterarguments and prepare a few talking points to address them.
• Use strong pieces of evidence and back them up with facts, statistics, examples, and personal anecdotes. Putting a personal touch on it helps ground the essay and lets people know you’re serious about the topic.
• Use an emotional appeal to engage the reader and make a personal connection to your argument. Basically, tug at their heartstrings and play into their guilt.
• Use clear and concise wordage. Try and avoid confusing technical jargon that might confuse people, and maintain a consistent tone throughout the essay.
• Make sure you’re confident and use an assertive tone but avoid being overly aggressive or confrontational. That will just spark a fight.
• Finish up with a powerful call to action or a final thought that leaves a lasting impact on the reader or listener.
• Use the same font throughout your essay, even for headings and titles. Go with easy-to-read fonts like Calibri, Times New Roman, or Garamond.
• Proofread and edit your essay for clarity, grammar, and style. I cannot stress this one enough. If you’re not confident, use programs like Grammarly to help spot typos and inconsistencies.

Persuasive Essay Topic Ideas

If you’re stuck on some ideas of what to form your essay around, here’s a list of some popular topics to inspire you.

• Importance of recycling and reducing waste in today’s climate.
• The need for stricter gun control laws all over the world.
• A paper on abortion rights in today’s age.
• Benefits of alternative energy sources over fossil fuels and how we can be using them.
• How social media has negative impacts on mental health in kids.
• Key benefits of a vegetarian or vegan diet and how it can help the planet.
• The value of a college education.
• Rise of plastic pollution on the environment and sea life and how it is affecting us.
• Why physical exercise and leading an active lifestyle are important.
• The dangers of texting while driving.
• How our public schools need better funding.
• Benefits of a diverse and inclusive workplace both online and in-person.

Any of these could be used as logical arguments. Still, to make a persuasive argument from either of them, just follow the basic persuasive essay outline examples I’ve given you.

Example of a Persuasive Essay

Introduction.

In today’s age of ever-changing technology, the way we consume and experience books have changed dramatically in just a short time. While physical books were once the only option, ebooks have grown increasingly popular in recent years. In my essay, I’ll argue that, while we all still love paperbacks and hardcovers, ebooks offer so many benefits over physical books, making them the number one choice for most readers today.

Body Paragraph 1: Convenience

Ebooks are convenient; there’s just no denying it. They’re easily accessible through devices like smartphones, tablets, and e-readers, and they allow readers to carry hundreds of books with them at all times. This makes them perfect for traveling or heading to work, or even going to the gym. Readers can now have an entire library with them without the added weight of physical books. Plus, ebooks are easily bought online with just the click of a button, further adding to their convenience.

Body Paragraph 2: Customization

Ebooks offer a level of customization that physical books just can’t match. For one, the font size can be adjusted for easier reading, which is great for those who have eyesight problems. The background color can also be changed from light to dark to reduce eye strain. Personally, as someone who suffers from Meniere’s disease, this is a great feature. All of these options make ebooks a great choice for people with visual impairments, neurological disorders, or reading difficulties.

Body Paragraph 3: Affordability

Ebooks are often far cheaper than physical books, especially when purchased in bulk. You can get an entire series for a fraction of the cost of one paperback. This makes them a more accessible option for budget-conscious readers and people who simply don’t have the disposable funds for books. Also, tons of ebooks are available for free, which is a great option for readers that are looking for ways to save money but keep up with their reading habits.

Body Paragraph 4: Environmentally Friendly

626,000 tons of paper is used to produce all the books we see published every year. That’s a scary number when you consider the rate of deforestation and the state of our world in terms of global warming. We simply can’t afford to move ahead at a rate like that. Ebooks help tackle the issue because they require zero trees to produce.

In conclusion, ebooks offer endless benefits over physical books, including convenience, customization, and affordability. While physical books will always hold a special place in our hearts, you have to admit that the benefits of ebooks just can’t be ignored. For modern, busy, on-the-go readers, ebooks are the preferred choice. It’s time to embrace the digital age and make the switch to ebooks.

Now Write Your Persuasive Essay!

I hope this guide has helped you figure out persuasive essay writing and how to put together powerful arguments. Just stick to the facts and ease the reader into your point with gentle arguments that continue to prove your point. Don’t be afraid to get personal if it can help the essay and convince the reader.

Writing a Thesis Statement – Template & Examples

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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.

Table of Contents

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.

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.

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.

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.)

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.

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.

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.

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.

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.

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.

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 .

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.

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.

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?

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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239+ Call To Action Speech Topics to Impress Your Audience

Feb 9, 2024

Feb 9, 2024 | Topics

Crafting an amazing speech that inspires action in your audience can be both exciting and challenging. A compelling call-to-action speech addresses critical issues and motivates people to take meaningful steps. Choosing the right call-to-action speech topics is key to capturing your audience’s attention and spurring them to act. I’ve observed firsthand situations where a well-crafted speech can ignite change and drive a community toward a common goal. Finding the perfect speech ideas that resonate with your audience and align with your message is essential for a successful delivery. Whether writing a persuasive speech for a class assignment or preparing to speak at an event, understanding how to connect with your audience is crucial.

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3 Types of Persuasive Speech Topics

Let’s dive into the three types of persuasive speech topics to help you understand how to craft a compelling speech. When it comes to persuasive speech ideas, choosing a topic you’re passionate about and believe will resonate with your audience is important. So, what makes a good topic for a persuasive speech essay? Here are three types to consider:

• Issues of Social Importance: Discuss topics affecting your community or society. Do you feel strongly about any pressing social issues, like climate change, mental health awareness, or equality and diversity? These topics for persuasive speech can spark conversations and encourage action among your peers or community members.
• Controversial Topics: Delve into subjects that people have strong opinions about, such as gun control, animal rights, or the impact of technology on our lives. When choosing a controversial topic for your speech, it’s important to present both sides of the argument and make a compelling case for your stance.
• Personal Growth and Development: Consider topics that focus on personal growth and self-improvement, such as setting goals, overcoming challenges, or building self-confidence. These topics can inspire and motivate your audience to make positive changes in their own lives.

Explore our article on Controversial Speech Topics for thought-provoking discussions and diverse perspectives.

What Makes a Good Persuasive Speech Topic?

A good persuasive speech topic captures the interest of your audience and compels them to think critically about the issue at hand. From my perspective, it should be something you feel passionate about and can speak about with conviction. A good persuasive speech topic has enough depth and breadth to allow for a thorough exploration during your speech.

How To Select a Good Persuasive Topic

So, what are some key factors to consider when selecting a persuasive speech topic? Here are a few pointers:

• Relevance: A good persuasive speech topic should be relevant to your audience and the current societal context. Please choose a topic that resonates with the experiences and concerns of your audience, making it relatable and meaningful to them.
• Controversy or Debate: A good persuasive speech topic often revolves around an issue with multiple viewpoints or differing opinions. Please look for topics that spark debate and discussion, as this can help to engage your audience and encourage them to think about different perspectives.
• Significance: A good persuasive speech topic should address an important issue or problem that needs attention. Whether it’s a social, political, or environmental issue, your topic should significantly impact people’s lives or the world at large.
• Personal Interest: Choosing a topic that you are genuinely interested in is key to delivering an engaging and persuasive speech. When you are passionate about the subject, it will reflect in your speech, making it more compelling and convincing for your audience.

Be sure to also explore our article on invitational speech essay topics for a comprehensive topics list to engaging and thought-provoking subjects.

How to create and deliver a compelling, persuasive speech

When crafting a persuasive speech, thorough preparation and a strong sense of purpose are key. To the best of my knowledge, here are some essential steps to help you create and deliver a persuasive speech that truly captivates your audience:

• Choose a Persuasive Topic: In my honest assessment, the first step is to select a topic you feel passionate about and will resonate with your audience. Consider what issues matter to your audience and what might inspire them to take action or think differently.
• Research and Gather Evidence: As I see it, conducting thorough research is crucial. Could you collect credible data, statistics, and examples that support your arguments? Having solid evidence will help you build a strong case for your viewpoint.
• Structure Your Speech: Organizing your speech clearly and logically is crucial. Start with an attention-grabbing introduction, present your arguments coherently, and conclude with a powerful call to action that reinforces your main points.
• Use Persuasive Language: Using persuasive language and rhetorical devices can make your speech more compelling. Employ techniques like storytelling, emotional appeals, and vivid imagery to connect with your audience emotionally.
• Practice and Rehearse: To the best of my knowledge, practice makes perfect. Rehearse your speech multiple times to become comfortable with the content and delivery. Pay attention to your tone, pace, and body language to ensure you appear confident and convincing.

Don’t forget to explore our article on Climate Change Essay Topics for insightful and engaging ideas on addressing this pressing global issue.

Best Persuasive Speech Topics for College Students

• Importance of Mental Health Awareness on Campus
• Implementing Sustainable Practices in University Facilities
• Promoting Diversity and Inclusion in Higher Education
• The Impact of Social Media on Student Well-being
• Addressing the Rising Costs of College Education
• Encouraging Active Participation in Campus Community Service
• Reducing Plastic Waste and Promoting Eco-Friendly Initiatives
• Combatting Sexual Assault and Harassment on College Campuses
• The Benefits of Incorporating Mindfulness Practices in Education
• Promoting Healthy Lifestyle Choices Among College Students
• Raising Awareness about the Dangers of Substance Abuse
• Bridging the Gender Pay Gap in the Workplace
• Enhancing Access to Mental Health Services for Students
• Combating Racial Discrimination and Promoting Equality
• The Importance of Financial Literacy Education for Students
• Addressing the Stigma Around Mental Health in Universities
• Promoting Ethical and Sustainable Fashion Choices Among Students
• Encouraging Responsible Use of Technology in Academic Settings
• Enhancing Campus Safety Measures for Student Well-being
• Advocating for Inclusive and Accessible Education for All Students.

Top Good Persuasive Speech Topics for 2023

• Ethical Implications of Artificial Intelligence Advancements
• Promoting Renewable Energy Solutions for a Sustainable Future
• The Importance of Mental Health Support in the Workplace
• Addressing the Global Plastic Pollution Crisis
• Promoting Gender Equality in Corporate Leadership
• The Impact of Social Media on Mental Well-being
• Reducing Food Waste and Promoting Sustainable Consumption
• Advocating for Comprehensive Climate Change Policies
• Promoting Diversity and Inclusion in the Workplace
• Combatting Misinformation and Fake News Online
• The Importance of Financial Education for Young Adults
• Encouraging Responsible Use of Technology Among Youth
• Supporting Local Businesses for Economic Growth
• Addressing the Challenges of Access to Healthcare
• Promoting Wildlife Conservation and Habitat Protection
• Encouraging Community Involvement in Environmental Protection
• The Benefits of Incorporating Mindfulness in Daily Life
• Combating Cybersecurity Threats and Protecting Personal Data
• Advocating for Equal Educational Opportunities for All
• Enhancing Mental Health Resources for Students and Young Adults.

Good Persuasive Speech Topics for 2023 in Arts

• Promoting Cultural Diversity Through Art Exhibitions
• Advocating for Increased Funding for Public Art Programs
• The Role of Art in Promoting Mental Well-being
• Addressing the Importance of Art Education in Schools
• Preserving Indigenous Art and Cultural Heritage
• The Impact of Digital Media on Contemporary Art Practices
• Promoting Accessibility and Inclusivity in Art Spaces
• Combating Censorship and Supporting Artistic Freedom
• The Influence of Art on Social and Political Movements
• Encouraging the Use of Art Therapy for Healing and Rehabilitation
• Supporting Emerging Artists and Local Artisan Communities
• Exploring the Intersection of Technology and Artistic Expression
• Addressing Environmental Issues Through Art Activism
• Promoting Public Art Installations for Community Engagement
• Advocating for Gender Equality and Representation in the Arts
• The Role of Art in Preserving and Documenting History
• Encouraging Sustainable Practices in the Art Industry
• Supporting Artisanal Crafts and Traditional Art Forms
• Promoting Art as a Tool for Cultural Diplomacy and Exchange
• Exploring the Relationship Between Art and Technology in the Modern World.

Best Persuasive Speech Topics for High School Students

• The Importance of Mental Health Education in Schools
• Promoting Inclusivity and Acceptance Among Peers
• Combating Cyberbullying and Online Harassment
• The Impact of Social Media on Teenage Mental Well-being
• Addressing the Effects of Climate Change on Future Generations
• Encouraging Healthy Eating Habits and Nutrition Awareness
• Reducing Plastic Waste and Promoting Eco-Friendly Practices
• Supporting Peer-to-Peer Anti-Drug and Anti-Alcohol Campaigns
• The Benefits of Volunteering and Community Service for Teens
• Promoting Gender Equality and Respect Among Students
• Combating Teenage Substance Abuse and Addiction
• Advocating for Comprehensive Sex Education in Schools
• Addressing the Stigma Around Mental Health Among Teens
• Promoting Physical Fitness and Active Lifestyles in School
• The Importance of Financial Literacy Education for Teenagers
• Supporting Anti-Discrimination and Anti-Bullying Initiatives
• Encouraging Open Communication Between Students and Teachers
• Advocating for Mental Health Resources and Support for Students
• Promoting Cultural Awareness and Understanding Among High School Students.

Don’t miss out on exploring our article on speech topics for teens , designed to inspire and engage young speakers in meaningful discussions.

Good Persuasive Speech Topics for 2023 on Academics

• Promoting the Integration of Technology in Education
• Advocating for Inclusive and Diverse Curriculum Content
• The Benefits of Experiential Learning in Academic Settings
• Addressing the Importance of Mental Health Support for Students
• Encouraging Critical Thinking and Problem-Solving Skills in Education
• The Impact of Student Well-being on Academic Performance
• Reducing Stress and Academic Pressure Among Students
• Advocating for Equal Access to Quality Education for All
• The Role of Creativity and Arts in Academic Development
• Supporting the Importance of Extracurricular Activities in Schools
• Encouraging Effective Study Habits and Time Management Skills
• Combating Academic Dishonesty and Plagiarism in Schools
• Advocating for Education Policy Reforms and Improvements
• Addressing the Challenges of Remote and Online Learning
• Promoting Effective Teacher-Student Communication and Engagement
• Supporting Special Education Programs and Inclusive Practices
• The Benefits of Peer Mentoring and Tutoring Programs for Students
• Encouraging a Love for Lifelong Learning and Personal Growth
• Advocating for Increased Resources and Support for Schools
• Promoting Holistic Education Approaches and Student Well-being.

Good Persuasive Speech Topics for 2023 on the Economy

• Promoting Sustainable Economic Growth and Development
• Advocating for Equitable Distribution of Wealth and Resources
• The Role of Small Businesses in Stimulating Local Economies
• Addressing the Challenges of Income Inequality and Poverty
• Encouraging Financial Literacy Education and Awareness
• The Impact of Global Trade Policies on National Economies
• Reducing Unemployment Rates Through Skill Development Programs
• Advocating for Fair Wages and Worker’s Rights in Various Industries
• The Benefits of Investing in Renewable Energy and Green Technologies
• Supporting Entrepreneurship and Innovation in the Business Sector
• Encouraging Ethical and Sustainable Business Practices
• Combating Economic Disparities in Underprivileged Communities
• Advocating for Financial Assistance Programs for Low-Income Families
• Addressing the Challenges of Economic Recovery Post-Pandemic
• Promoting Investment in Infrastructure for Economic Growth
• The Role of Technology and Digitalization in Transforming Economies
• Encouraging Responsible Consumer Spending and Saving Habits
• Supporting Small-Scale Agriculture and Local Food Production
• Advocating for Accessible and Affordable Healthcare for All
• Promoting Transparency and Accountability in Corporate Governance.

Call to Action Speech Topics Examples

• Empowering Youth for Active Community Engagement
• Promoting Sustainable Living Practices for Environmental Conservation
• Advocating for Mental Health Awareness and Support in Schools
• Addressing Food Insecurity and Promoting Access to Nutritious Meals
• Encouraging Volunteerism for Social Change and Community Development
• The Importance of Voting and Political Participation in Democracy
• Combating Cyberbullying and Online Harassment Through Awareness Campaigns
• Supporting Local Businesses and Entrepreneurship for Economic Growth
• The Impact of Mentorship Programs in Fostering Personal Growth and Success
• Promoting Gender Equality and Empowerment in the Workplace and Society
• Advocating for Animal Welfare and Responsible Pet Ownership
• Addressing the Opioid Epidemic Through Education and Rehabilitation Programs
• Encouraging Blood Donation and Organ Transplant Awareness for Saving Lives
• The Role of Education in Breaking the Cycle of Poverty and Inequality
• Combating Racial Discrimination and Promoting Diversity and Inclusion
• Supporting Affordable Housing and Homelessness Prevention Initiatives
• Promoting Physical Fitness and Healthy Lifestyle Habits for Well-being
• The Importance of Financial Planning and Management for Future Security
• Encouraging Responsible Use of Technology and Digital Well-being Practices
• Advocating for Human Rights and Social Justice for All Communities.

Interesting persuasive speech topics

• Exploring the Potential of Space Exploration and Colonization
• The Impact of Social Media on Interpersonal Relationships
• Addressing the Benefits of Mindfulness and Meditation in Daily Life
• The Role of Artificial Intelligence in Shaping the Future of Work
• Promoting Ethical Consumption and Sustainable Living Practices
• Encouraging the Adoption of Renewable Energy Sources for a Greener Future
• The Influence of Music and Art in Cultivating Creativity and Expression
• Combating the Effects of Climate Change Through Global Collaboration
• The Importance of Emotional Intelligence in Personal and Professional Success
• Advocating for Animal Rights and Ethical Treatment of Animals in Industries
• Addressing the Impact of Fast Fashion on the Environment and Society
• Promoting the Benefits of Multilingualism and Language Learning
• Exploring the Role of Sports in Fostering Teamwork and Leadership Skills
• The Impact of Technology on Mental Health and Well-being
• Encouraging Cultural Exchange and Understanding Through Travel
• The Significance of Early Childhood Education in Shaping Future Generations
• Supporting Access to Quality Healthcare for Underserved Communities
• Promoting the Importance of Financial Literacy and Money Management
• The Role of Literature and Storytelling in Shaping Societal Norms and Values
• Advocating for the Preservation of Indigenous Cultures and Traditions.

Public Speaking Persuasive Speech Topics

• The Power of Effective Communication in Building Strong Relationships
• Overcoming Stage Fright and Building Confidence in Public Speaking
• The Importance of Storytelling in Captivating an Audience’s Attention
• Advocating for the Use of Visual Aids to Enhance Presentation Impact
• The Art of Persuasion: Using Rhetorical Devices to Influence Audiences
• Encouraging Authenticity and Emotional Connection in Speech Delivery
• The Impact of Body Language and Nonverbal Communication in Public Speaking
• Promoting Effective Time Management and Organization in Speech Preparation
• The Role of Humor and Wit in Engaging and Entertaining an Audience
• Navigating Challenging Questions and Handling Audience Interactions
• Building a Compelling Narrative to Convey a Persuasive Message
• The Influence of Voice Modulation and Tone in Conveying Conviction
• Harnessing the Power of Personal Anecdotes and Real-Life Examples in Speeches
• Promoting Clarity and Conciseness in Delivering Complex Information
• The Role of Empathy and Understanding in Connecting with Diverse Audiences
• The Importance of Research and Fact-Checking in Ensuring Speech Credibility
• Encouraging Audience Participation and Involvement for Enhanced Engagement
• The Art of Structuring a Compelling Speech: Introduction, Body, and Conclusion
• The Significance of Rehearsal and Practice in Achieving Speech Mastery
• Advocating for Continued Learning and Skill Development in Public Speaking.

Family Persuasive Speech Topics

• The Importance of Effective Communication in Family Relationships
• Promoting Quality Time and Bonding Activities for Stronger Family Ties
• Advocating for Work-Life Balance and Family Well-being
• The Impact of Parental Involvement in Children’s Education and Development
• Encouraging Mutual Respect and Understanding Among Family Members
• Nurturing Emotional Intelligence and Empathy Within the Family Unit
• The Role of Positive Discipline in Fostering a Nurturing Family Environment
• Promoting Healthy Eating Habits and Nutrition Education for Families
• The Benefits of Open Discussions About Mental Health in the Family
• Addressing the Challenges of Balancing Technology Use and Family Time
• Encouraging Support and Empathy for Family Members Facing Challenges
• The Impact of Intergenerational Activities in Strengthening Family Bonds
• Advocating for Gender Equality and Respect Within the Family Dynamics
• The Role of Family Traditions and Rituals in Building Cultural Identity
• Supporting Sibling Relationships and Conflict Resolution Skills
• Promoting Financial Literacy and Responsible Money Management in Families
• The Influence of Positive Role Models and Mentorship in Family Settings
• Encouraging Inclusivity and Acceptance of Diverse Family Structures
• The Significance of Resilience and Adaptability in Overcoming Family Challenges
• Advocating for Access to Support Services and Resources for Families in Need.

Unique Persuasive Topics

• The Role of Virtual Reality in Transforming Education and Training
• Promoting Community Gardens for Sustainable Urban Development
• The Impact of Music Therapy on Mental Health and Well-being
• Encouraging Mindful Consumption and Minimalist Lifestyles
• The Benefits of Biofeedback and Stress Management Techniques
• Addressing the Importance of Emotional Education in Schools
• Promoting Universal Basic Income as a Solution to Economic Inequality
• The Influence of Bioengineering in Advancing Medical Treatments
• Advocating for the Preservation of Endangered Languages and Cultures
• The Role of Biomimicry in Sustainable Design and Innovation
• Promoting Compassionate Leadership and Ethical Decision-Making
• The Impact of Art Therapy in Healing Trauma and Promoting Resilience
• Encouraging Sustainable Transportation Solutions for Urban Mobility
• Addressing the Role of Robotics in Enhancing Healthcare Services
• The Benefits of Forest Bathing and Nature Therapy for Mental Health
• Supporting Community-Based Tourism for Cultural Preservation
• The Role of Biophilic Design in Enhancing Well-being in Built Environments
• Promoting the Adoption of Circular Economy Principles for Sustainable Development
• Encouraging the Integration of Meditation and Mindfulness in Corporate Settings
• The Impact of Virtual Communities in Fostering Social Support and Belonging.

List of Persuasive Speech Topics

• Strategies for Reducing Plastic Waste in Daily Life
• Benefits of Incorporating Meditation in School Curriculum
• Promoting Ethical Treatment of Animals in the Food Industry
• Addressing the Importance of Mental Health Awareness in the Workplace
• Encouraging Gender Equality and Empowerment in Developing Countries
• The Impact of Social Media on Mental Well-being Among Teenagers
• Advocating for Renewable Energy as a Solution to Climate Change
• Role of Volunteer Work in Community Development and Social Change
• Combating Fake News and Misinformation in the Digital Age
• Benefits of Physical Exercise in Improving Overall Health and Well-being
• Encouraging Responsible Use of Technology Among Young Adults
• The Importance of Cultural Diversity in Promoting Global Understanding
• Addressing the Challenges of Cybersecurity in the Modern World
• Promoting Access to Quality Education for Underprivileged Communities
• Impact of Fast Fashion on the Environment and Labor Practices
• Supporting Mental Health Resources and Services for Veterans
• Importance of Financial Literacy Education for Youth and Adults
• Promoting Sustainable Agriculture and Organic Farming Practices
• The Role of Artificial Intelligence in Transforming Various Industries
• Advocating for Human Rights and Equality for Marginalized Communities.

Get Help With Your Call To Action Speech Writing

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What is a good call to action for a speech?

A good call to action for a speech is a clear and specific directive that prompts the audience to take a particular action, such as signing a petition, volunteering, or changing their behavior or beliefs.

What are some unique topics?

Unique topics are those that are uncommon or less explored. Examples could include “The Influence of Video Games on Decision-Making” or “The Art of Beekeeping as a Hobby.”

What is the best persuasive speech?

The best persuasive speech effectively convinces the audience of the speaker’s viewpoint through well-researched arguments, compelling evidence, and engaging delivery. There isn’t a single “best” speech, as it depends on the context and the audience.

What are overused persuasive speech topics?

Overused persuasive speech topics have been discussed extensively, making it challenging to bring fresh perspectives. Examples include “Should the Death Penalty be Abolished?” and “The Dangers of Smoking.”

With a passion for education and student empowerment, I create blog content that speaks directly to the needs and interests of students. From study hacks and productivity tips to career exploration and personal development

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Guest Essay

The Age of the Open Letter Should End

By Roxane Gay

Contributing Opinion Writer

Once upon a time, it is often suggested, people with starkly different viewpoints were able to convene and compromise and find hallowed common ground. This all happened in a “better time,” one invoked in fraught political discussions in which the discourse is not happening in exactly the way the invoker prefers. If only we could get back to that place, we could solve all our problems. We could overcome our differences. We could create lasting change.

It’s easy to look upon the past with rose-colored glasses, to assume that whatever compromises people were once able to make came easily to well-mannered gentlemen and perhaps a few gentlewomen engaged in debates. Our assumption that the past was more civil is such a beautiful lie, one that serves only the people so desperately willing to believe it.

Open letters are not new; they have served as rhetorical tools for at least two centuries, from Émile Zola’s “J’accuse” to the Rev. Dr. Martin Luther King Jr.’s “Letter From Birmingham Jail.” As a means of personal empowerment, they allow people to use their voices, to advocate causes for which they hold affinity, to bring attention to important social issues, to express outrage, to defend decisions, to chastise ignorance, to affirm humanity. Open letters are persuasive arguments, but they are also entreaties. Please, hear me, the writers of open letters implore. Please act. Please change. Please.

I am not a fan of open letters, though I recognize their value. I’ve signed a few over the years because doing so felt urgent and necessary. But once the letter was released, I felt a little lost and had no idea where to put the energy of the letter and its pleas. The open letter, as a genre is, in this way, far too limited. We speak with conviction, and then what?

We need not have solutions to every issue we bring attention to, but the constant volley of open letters does not really address the problems with which they are concerned. In some cases, these letters only encourage audiences to become even more attached to their convictions. If, in the best case, an open letter really influences people to change their minds, where do they go with their newfound perspectives? If an open letter offers practical steps forward, how does it create space for what happens after we vote or bring awareness about an issue to our social circles?

In 1962, James Baldwin wrote a searing letter in which he grappled with the fraught, racist future into which his nephew would come of age. Mr. Baldwin wrote, “You were born where you were born and faced the future that you faced because you were black and for no other reason. The limits to your ambition were thus expected to be settled. You were born into a society which spelled out with brutal clarity and in as many ways as possible that you were a worthless human being. You were not expected to aspire to excellence. You were expected to make peace with mediocrity.”

This was a message for his nephew, but it was also for any Black person or other person of color trying to reconcile the realities of racism. And it was a reckoning for a white audience about the ways bigotry seeks to limit the Black imagination. That’s the beauty of open letters: There is your intended audience and then all the ancillary audiences to which you have access, by virtue of the open message.

But open letters are not always as profound or noble or edifying. At their worst, they are thinly veiled opportunities for the writer(s) to air grievances to like-minded individuals or share unfiltered, unrefined opinions of little substance. They purport to reach a specific audience for a specific reason, but really, these letters are often undisciplined monologues. The writers are preachers, standing at powerful pulpits, all call and little interest in response.

Before the rise of the internet, open letters could have a significant impact because most people had few avenues for expressing their ideas to a large audience. But now, when we send a tweet or post an image on Instagram or make a TikTok, we are, in a sense, sharing a tiny open letter. Please, we say, please hear me. Please see me.

I cannot nor would not dare try to adjudicate a decades-long conflict no person or entity has ever been able to resolve. But over the past several months, I have been struck by the sheer number of open letters various individuals and groups have written in support of Israel, in support of the Palestinians, in support of war, against war, demanding cease-fire, rejecting cease-fire and on and on.

Instead of having conversations, many people have taken to talking at their intended audiences, composing arguments as unimpeachably as possible and trusting that little more needs to be said. Or, because someone else has done the work of crafting an argument, people co-sign a letter’s sentiments without having to expend unnecessary effort or original thought — all reward, little risk.

We are six months past Oct. 7 and the brutal Hamas incursions into Israel. Hamas is still holding more than 100 hostages. At least 33,000 Palestinians, according to the local Health Ministry, have been killed by Israeli military attacks. There is no end in sight to the hostilities. A great many of us are feeling helpless in the face of such an intractable conflict. We want to say and do the right thing without necessarily knowing what that looks like. Open letters have allowed us to scream into the void, innumerable calls begging for some kind of response that might bring an end to so much suffering.

Open letters about Gaza are not a recent phenomenon. In 2014, physicians and scientists wrote a letter for the people of Gaza, denouncing Israeli aggression. In December 2023, Doctors Without Borders and other humanitarian groups wrote an open letter to the U.S. secretary of defense, Lloyd J. Austin, sharing concerns about the civilian casualties of war and requesting that the United States take steps to protect civilians in Gaza. Jewish elected officials in New York wrote a letter, articulating the effects the war has had on their constituents and urging the Israeli government to find a peaceful resolution and protect Palestinians from settler violence. Museum employees and volunteers at the Metropolitan Museum of Art wrote an open letter encouraging the museum to call for an end to the bombing in Gaza and showcase more Palestinian artwork. Workers at several other museums took similar stands. American political appointees wrote an open letter decrying President Biden’s stance on Israel.

These open letters are not solely an American endeavor. More than 60 nongovernmental agencies in Britain wrote an open letter to members of Parliament about the extent of the humanitarian crisis in Gaza and requesting support for a cease-fire motion. Journalists from around the world have written open letters in support of Palestinian journalists and demanding better access to Gaza to report on the destruction and demanding that media outlets more effectively and accurately report on the brutal realities of the war.

In Hollywood there has been a slew of open letters. In one such letter, released days after Oct. 7, actors and entertainment industry executives wrote passionately in defense of Israel, condemned Hamas and demanded the release of the Israeli hostages. In another, actors and artists wrote an open letter to Mr. Biden, calling for a cease-fire. Poets and writers have written open letters, and so have university faculty, lawyers, artists and art workers, philanthropists, college students, researchers, congressional staff members, philosophers and even Holocaust survivors .

Each open letter, no matter what stance it adopts, is earnest, incisive and unequivocal. All the writers and co-signers believe they are right and know the best way forward. As the war continues, so does this chorus of open letters. They are coalescing into a historical record of how people are responding to one of the greatest humanitarian crises of our lifetimes. We need this record, but we also need so much more.

As with the conflict itself, there is, seemingly, little common ground beyond a collective desire to speak and be heard and remain confident in one’s correctitude. This reveals one of the biggest weaknesses of the open letter. We know what the writers of these letters think and feel. We know what they want. But we don’t really know if anyone is listening. We don’t know how to translate those words into meaningful action. We don’t know what could happen if, instead of talking at one another by way of open letters, we found better ways to talk with and listen, truly listen, to one another — to participate in both the call and the response.

Change is difficult. It is incremental. Sometimes, compromise and progress demand sacrifice. Rarely do all people get everything they want. And, I suspect, that’s why we keep turning to open letters. They may not lead to workable solutions, but they do allow us to speak. They won’t provide food and medical care to the people of Gaza, and they won’t bring the hostages home or bring about a cease-fire, but we can articulate what we want without having to engage in the messy and unsatisfying but necessary work of compromise. We can hold fast to our deeply held beliefs without having to question them or grapple with doubt. We can mitigate any helplessness with performance rather than practice.

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Roxane Gay  is the author, most recently, of “Opinions: A Decade of Arguments, Criticism, and Minding Other People’s Business” and a contributing Opinion writer. Write to her at  [email protected] . @ RGay