In marketing, getting your audience to act is the ultimate goal, and the words you choose can make all the difference. Traditionally, businesses use Call to Actions (CTAs) to direct potential customers, but there’s a more persuasive alternative – the Call to Benefit (CTB). This subtle shift in tone and positioning can turn passive interest into active engagement by showcasing your audience exactly what they’ll gain.
They’re Both Micro-copy; What’s the Difference?
A Call to Action is a straightforward directive. It tells your audience to take a specific step, like “Contact us” or “Register now”. While these are clear, they often fail to communicate why someone should act immediately. Sure, they’re functional – but they can come across dull and uninspiring.
A Call to Benefit, on the other hand, goes further by focusing on the value or reward the audience will receive. It’s about answering the question, “What’s in it for me?” This change to your micro-copy across your website and marketing material gives the audience a compelling reason to engage.
Comparing CTAs and CTBs
Let’s look at how transforming a CTA into a CTB can enhance your marketing message:
CTA: “Contact us”
CTB: “Get your free quote”
“Contact us” is a typical CTA, but it’s vague and beige about what happens after. The CTB, “Get your free quote”, provides clarity and immediate value. It not only encourages the audience to reach out, but also promises something beneficial in return—a free estimate, which is likely to be exactly what they need before making a decision.
CTA: “Register now”
CTB: “Join 1,000+ professionals in London”
“Register now” tells people to sign up, but it doesn’t communicate why they should bother. By shifting to the CTB, “Join 1,000+ professionals in London”, the message becomes much more attractive. Now, it’s not just about registering – it’s about becoming part of an established and thriving community, which adds social proof and a sense of belonging.
Why Call to Benefits Are More Effective
- Emotional Appeal: CTBs connect with the audience’s desires or goals. For example, getting a free quote appeals to those seeking clarity on pricing, while joining a community resonates with those looking for networking opportunities or professional growth.
- Clear Value Proposition: CTBs clearly state what the audience will gain, making the decision to act much easier. When people see immediate benefits, they’re more likely to take the plunge.
- Enhanced Urgency: While a CTA might prompt action, a CTB adds urgency by highlighting a direct benefit. Knowing that they can “get a free quote” today or “join 1,000+ professionals” immediately makes the audience less likely to delay.
- Stronger Differentiation: In a competitive market, CTBs help your message stand out. Instead of a generic instruction, you’re offering a tangible benefit that distinguishes your offer from the rest.
Putting Calls to Benefits Into Practice
To make your marketing more impactful, start by identifying the main benefit your audience will receive. Then, reframe your Call to Action into a Benefit that communicates this value clearly. Here’s a quick example of how you can convert other common CTAs:
- (Sign up) Unlock exclusive perks
- (Register) Secure your spot
- (Get started) Begin your journey
- (Join now) Become an insider
- (Create account) Personalise your experience
- (Start free trial) Enjoy 30 days for free
- (Learn more) Discover the full story
- (Explore) Dive deeper
- (Get a quote) Get your free quote
- (Shop now) Find your perfect fit
- (Buy now) Own it today
- (Add to cart) Reserve for 60 minutes
The key to a more persuasive marketing message lies in shifting from a simple Call to Action to a compelling Call to Benefit. While actions instruct your audience, benefits inspire them by highlighting what they stand to gain. This small change can lead to a big impact on your campaign, increasing engagement, conversions, and customer satisfaction.
When crafting your next marketing message, it’s crucial to go beyond simply telling your audience what to do—show them why it’s worth their time. By using a well-written Call to Benefit, you can create compelling reasons for your audience to act. If you’re ready to elevate your messaging, consider partnering with a seasoned designer who has a decade of of industry experience. You bring the ideas, and I imagine them into your reality.
