Call to action (CTA) is a powerful tool for your SMS campaigns and the foundation of sales through SMS marketing. A well-crafted CTA allows you to influence the subconscious mind of both potential buyers and loyal customers, encouraging them to take the conversion actions you need.
An effective call to action can significantly boost the conversion rate of your SMS campaigns!
Do you want to learn how to craft such CTAs that leave recipients with no choice but to buy, call, or order? We hope you do, and you'll succeed. Your CTAs will evoke a “WOW feeling” in your customers. You'll give them only one choice — to say “YES!” to your offer.
Here are 5 components to consider for creating a great call to action:
1 Define the specific goal of your CTA
This step is crucial to understanding what you want to achieve with your CTA. It could be a customer signing up for a training session, making a call, placing an order, or saving your contact information.
Important: There should be only one conversion action. Not two, not three — just one. This simplifies the decision-making process for your customers.
2 Choose the right words
Since SMS campaigns are limited in word count, it's essential to choose words that are precise, constructive, and appealing. Your SMS should not be boring. You wouldn't want recipients to delete your SMS as soon as they see your sender name, would you? Use more vivid verbs in your CTAs, such as “book,” “open,” “visualize,” “get,” and so on.
Your CTA should make customers feel they're gaining real benefits by purchasing your product or ordering your service. Appeal to the advantages your customers will get. Forget about your ego, how great your company is, or how excellent your products are. Focus on the recipient's ego and benefits.
We recommend starting your SMS with a verb, then presenting the offer, adding perks, and including your contact details.
3 Properly package your call to action
You need to establish an effective and trustworthy communication with your customers. We recommend addressing them respectfully using “You.” Let customers make their choice from a few options. Use words like “your,” “to you,” “with you.”
4 Mind the size
One SMS in Latin script can contain 160 characters, and in Cyrillic – 70. So, always consider the character limit for your CTA. Additionally, leave room for contact details and the core offer.
5 Create simple and customer-focused CTAs
There's no need to overcomplicate your CTAs with overly unique words. Customers want clear messages with straightforward instructions on how to gain specific benefits. Avoid technical jargon (unless you're selling programmer products). Write simply enough for a 3-year-old to understand.
Want more specific tips for crafting CTAs?
5 formulas for creating effective CTAs:
✔Offer something free
This is probably the most effective formula of all time. Everyone loves free products or services. If customers like your products, they'll become loyal clients. Write clear phrases: “get a free book,” “attend a free workshop,” “watch a movie for free,” “free delivery,” etc.
For example, “Download Igor Mann's new book on trending marketing strategies for free. Implement them in your business and enjoy high conversions at www.books.com.”
✔Use customer fatigue
Solve the problems of your message recipients by emphasizing what might be causing their fatigue. For example, women get tired of diets and fasting that lead nowhere, while men are exhausted by constant goal-setting and lack of rest. Focus on what makes people feel disappointed in themselves. Address these problems with your product. Your product should be the most advantageous and effective solution to the main "pain point" of your target audience.
For example, "Tired of work, stress, and tasks? Imagine: the ocean, a deserted beach, and the cries of seagulls. Sounds nice? All this awaits you on a perfect vacation in Thailand! Last-minute packages with a 40% discount. Details at www.tour.com"
✔Ask your target audience, "Do you want it?"
Focus on the potential desires of your consumers. To do this, research their needs and capabilities in advance. While the previous section dealt with the "pain" of your audience and their problems, this one focuses on a bright, promising, and joyful future—goals, desires, and dreams of your consumers.
For example, "Have you always wanted to visit the 'Paris' restaurant but never managed to? Today you can! A mouthwatering lunch menu with a 40% discount. Try the smoked chicken and Spanish gazpacho. 9 Lunchtime Street".
✔Leverage the authority of famous personalities
If possible, reach out to a well-known and influential person who can test and recommend your product or service to your target audience. Use the phrase "Why does [famous person] choose our product or service?"
A recommendation from a famous personality will build additional trust among your customers toward your company.
For example, "Why does Natalia Mogilevskaya prefer to order clothing from our online store 'Boutique'? We offer the best quality, unique designer pieces, and the most stylish looks. Be fashionable with us! www.boutique.com"
✔Use testimonials as a tool to influence your target audience with calls to action
Write your SMS text in the form of a satisfied customer's testimonial, embedding an effective call to action. People trust other customers, and before taking a conversion action, they often look for reviews on your website, forums, and social networks. Testimonials are powerful social proof of the quality of your products and services.
For example, "I've been using 'Auto Insurance' services for 5 years. There was one claim, and the team fully compensated the amount right away. Ivan, programmer. Be as satisfied as Ivan. Details about auto insurance services at 0441234567"
Short Summary
Use these 5 tips to create highly effective calls to action. Consider your audience's desires, and be as simple and engaging as possible! We wish you to evoke 'WOW feelings' in your clients with your SMS campaigns.
