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How to inspire audiences to take action? Learn 5 steps for creating optimal CTA for storytelling

Call to action and storytelling inspire audiences to engage in specific activities. Thus, they are of great importance in marketing efforts. But to achieve the desired goal, you must know how to create a highly impactful CTA. It will be helpful to learn the five steps for crafting an optimal call to action.

What is a call to action?

Storytelling is a powerhouse for change. It engages the audience and motivates action. It employs a variety of ways to communicate through text, sound, and visuals. However, storytelling is not just about captivating pictures, videos, or graphics. While they help boost message appeal, the most essential is the story content. And audio storytelling and visual storytelling are built entirely centered on it. 

The essence of storytelling is a call to action, which is why it is so widespread in marketing. Storytelling generated by companies prompts audiences to decide to purchase goods or services. For example, storytelling in the HoReCa industry motivates people to use the services of a particular hotel or restaurant. Motivation is delivered through a call to action (CTA), a short communication piece prompting audiences to take a specific action. Thus, the CTA is a sort of finale to the story.

How to design a successful CTA?

A call to action is a message that has to be concise and direct. It's a must whether the purpose of the CTA is to get audiences to make a purchase decision, sign up for a newsletter, or comment on an article. Here are five basic steps for creating a successful call to action:

• determining the CTA's purpose
• defining the audience
• choosing a tone of voice
• personalizing the message
• setting a time frame 

In determining the tone of voice, the key is to use benefit language in a call to action, which will point out the value to audiences of taking a specific action. For example, it could be the phrase ''Buy and get 20% off!" which immediately brings to mind money-saving. Personalizing a CTA is a direct reference to an audience member, such as the phrase "For you," while pointing to a time frame is done, for example, by adding "now" (''Buy now!").

Storytelling as a perfect backing for a call to action

A call to action in its basic version may be as little as one word ("Buy!"), as is often the case with e-commerce. However, the longer forms of CTAs hinting at benefits are more catchy, such as "Buy one, get one free!". Of course, CTA's content depends on the facts, for example, whether the given store is running a promotion. In CTAs, it is also worth signaling rewards for taking action, such as in a message like "Sign up for the newsletter and get a free e-book."

A story is essential to smoothly introduce a call to action, especially a longer one. That's why one of the most effective ways to support a CTA is through storytelling. While building a narrative context and appealing to emotions, storytelling magnifies the impact of CTAs. It is suitable for stories that promote activities for the community, used by NGOs or companies as part of corporate social responsibility (CSR), in particular. And the almost universal CTA for them is "Get Involved!".

Use Talenote and create storytelling that inspires action

Call to action comes as hyperlinks (hyperlinked words or phrases) or buttons. After clicking, the user is taken to a specific location, such as a hosted payment page. It implies CTA is also a way to boost traffic to your company website and social media. It is because employing the hyperlinked phrase "Read more" in a blog article sends the user to other articles, specific website sections, or social media profiles. Thus, in its way, the call to action binds together the entire corporate content and storytelling strategy.

Talenote storytelling app will help in developing visually appealing content for company storytelling. A user-friendly editor, ready-made presets and templates and a collaboration feature will facilitate delivering articles, case studies, or reports. With Talenote app, you will also design buttons to put a call to action and inspire your audience to take action. Talenote is a versatile storytelling tool that allows you to create diverse content pieces quickly and conveniently.