Designing Effective Calls to Action for Print Media

Regardless of your marketing medium, in order for your efforts to be effective, you need to include some kind of clear call to action (CTA). 

A CTA essentially tells the reader what to do next after engaging with your content. It's a direct invitation to take a specific action, such as calling a phone number, filling out a form, or visiting a physical location. CTAs are designed to prompt an immediate response, driving the reader further down the sales funnel or toward a particular goal.

In print brochures, for example, CTAs can take various forms, ranging from simple phrases like "Call Now" or "Visit Us Today" to more elaborate instructions tailored to the specific objective of the campaign. Regardless of their format, effective CTAs should be clear, concise, and compelling, encouraging readers to act without hesitation.

That said, success of your calls to action depends on a combination of factors, including relevance, clarity, urgency, and alignment with your overall marketing objectives. By focusing on creating CTAs that capture attention, communicate value, and prompt action, you can maximize the impact of your print marketing efforts and achieve greater success in reaching your target audience.

Key Elements of Effective Calls to Action

The call to action is the linchpin of all print marketing materials. To be effective, a CTA must comprise several key elements carefully crafted to entice and motivate the audience.

First and foremost, clarity is paramount. Your CTA should leave no room for ambiguity, clearly stating what action you want the reader to take. The language should be direct and easy to understand, and in this day and age of technology, the easier you can make it for your audience to reach you via their smartphone with a QR code or by mentioning your social media channel handles, the better. 

Relevance is another critical aspect of a successful CTA. It should align closely with the content of the print material and resonate with the needs and interests of your target audience. By addressing a specific pain point or offering a solution to a problem, your CTA becomes more compelling and actionable.

Furthermore, urgency can significantly enhance the effectiveness of your CTA. By creating a sense of urgency or scarcity, you motivate readers to act promptly rather than putting it off for later. Phrases like "Limited Time Offer" or mentioning there’s a limited number of available items, seats, enrollments, or opportunities can instill a sense of fear of missing out and prompt immediate action.

Choosing the Right Call to Action for Your Print Media

Not all calls to action are created equal, and not every type of CTA is right for every kind of print campaign. Here’s a quick look at the 5 most common CTAs and when you might use them in your print marketing media.

1. Direct CTAs

Direct CTAs leave no room for interpretation and explicitly tell the reader what action to take. Examples include "Call Now," "Visit Our Store Today," or "Subscribe Today for Exclusive Updates." These work well when you want to drive immediate action and generate leads or conversions.

2. Informational CTAs

Informational CTAs provide readers with additional details or resources to help them make informed decisions. These often accompany product descriptions or service offerings, offering readers the opportunity to learn more before taking action. Phrases like "Learn More," "Read Our Brochure," or "Explore Our Catalog" encourage engagement and further exploration.

3. Urgency-Based CTAs

Urgency-based CTAs create a sense of urgency or scarcity, compelling readers to act quickly. These CTAs leverage time-sensitive language or limited-time offers to motivate immediate action. Phrases like "Limited Time Offer," "Act Now," or "Don't Miss Out" tap into the reader's fear of missing out and drive urgency.

4. Social Proof CTAs

Social proof CTAs leverage user-generated content such as testimonials, reviews, or endorsements to build credibility and trust with the audience. These CTAs often accompany customer testimonials or case studies, encouraging readers to take action based on the positive experiences of others. Phrases like "Join Thousands of Satisfied Customers," "See What Others Are Saying," or "Find Out Why Customers Love Us" leverage social proof to drive conversions.

5. Benefit-Oriented CTAs

Benefit-oriented CTAs highlight the value proposition or benefits of taking action. These CTAs focus on the positive outcomes or solutions readers can expect by engaging with your brand. Phrases like "Unlock Exclusive Benefits," "Save Time and Money," or "Transform Your Business Today" emphasize the value readers will gain by acting.

By incorporating a variety of CTAs tailored to your specific goals and target audience, you can maximize the effectiveness of your print marketing campaigns and drive desired actions.

Design Tips for Eye-Catching CTAs

Your end-goal may be to raise brand awareness, increase leads, or drive sales and sign-ups, but your first objective is to capture the attention of your audience and drive engagement that ultimately leads to your desired outcomes. 

Print media types may vary, but the best practices for brainstorming catchy, conversion-worthy CTAs remain basically the same regardless of what you’re designing. 

1. Contrast and Visibility

Ensure your call to action stands out prominently against the background of your print material. Use contrasting colors, bold typography, or visual elements such as borders or shadows to draw attention to it. A clear contrast between the CTA and surrounding content makes it easier for readers to notice and act upon it.

2. Concise and Clear Messaging

Keep your CTA message concise and straightforward to avoid any confusion. Use simple language that clearly communicates the desired action without any ambiguity. Avoid jargon or complex phrases that may detract from the clarity of the message. Remember, clarity is key to encouraging readers to take action.

3. Compelling Visuals

Incorporate compelling visuals that complement your CTA and reinforce the desired action. Whether it's an attention-grabbing image, an enticing icon, or an illustrative graphic, visuals can enhance the appeal of your call to action and make it more memorable. Choose visuals that resonate with your audience and align with your brand identity.

4. Strategic Placement

Strategically place your call to action in a prominent location within your print material where it's easily visible and accessible to readers. Consider placing CTAs near relevant content or at key decision points to maximize their effectiveness. Experiment with different placement options to determine the optimal location for driving engagement.

5. Use Action-Oriented Language

Use action-oriented language that encourages readers to take immediate action. Lean into that human sense of urgency and motivate your readers to act promptly. By incorporating action verbs and persuasive language, you can compel readers to respond with more expedience.

Testing and Optimization

Testing and optimization are essential components of creating effective calls to action for print media. By continuously evaluating and refining your CTAs, you can maximize their impact and drive better results for your print marketing campaigns.

A/B Testing

One of the most common methods for testing CTAs is A/B testing, where you create multiple versions of your CTA and test them against each other to determine which performs better. You can experiment with different elements such as text, color, size, placement, and design to identify the most effective combination. By analyzing the performance metrics of each variant, you can gain valuable insights into what resonates with your audience and optimize your CTAs accordingly.

Continuous Iteration

Optimization is an ongoing process that requires constant iteration and refinement. Use the insights gained from testing and analytics to iterate on your CTAs and make incremental improvements over time. Experiment with different variations, implement changes based on feedback and performance data, and monitor the impact on your campaign outcomes. By continuously refining your CTAs based on real-time data and insights, you can ensure that they remain effective and relevant to your audience.

Compelling calls to action are the magic ingredient in successful print marketing campaigns. 

Crafting compelling calls to action for your print media is crucial for driving audience engagement, encouraging action, and ultimately achieving the desired outcomes for your marketing campaigns. 

By understanding the key elements of an effective CTA, exploring their different types, implementing design best practices, and prioritizing testing and optimization, you can create print marketing campaigns that stand out, resonate with your audience, and drive measurable results.