Write better CTAs

I heard a new phrase this week: Call to Value (or CTV). I've been using CTVs for a while, never realising that they had a special name.

Like a CTA (call to action), a CTV is the short phrase that expedites a click. They're usually on, or immediately preceding, a button.

A CTA instructs the reader to do something (to take an action), whereas a CTV tells the reader the benefit (or value) of taking that action. Basically, its tells us what’s in it for them.

How can you use it right now?

Hop on over to your homepage and take a look at the first button you see—does the button copy convey the value or benefit to the reader, or is it an instruction? If it’s an instruction (a CTA) go in and rewrite it as a CTV.

Here are some top-of-mind examples to show you what I mean:

• Desired action: Make a call to book a haircut appointment

  • CTA: Call now

  • CTV: Fall back in love with your hair

• Desired action: Download a social media checklist

  • CTA: Download here

  • CTV: Sort your socials

• Desired action: Schedule a coaching session

  • CTA: Book your session

  • CTV: Get clear on your goals