Calls to action (CTA) are clear and concise prompts designed to guide someone down the path from a casual seeker gathering information to a new customer purchasing a product or service to a customer who returns. Soft or Hard CTA? Which choice is right?
This table summarizes the differences between soft and hard calls to action:
Feature | Soft CTA | Hard CTA |
Level of Commitment | Lower | Higher |
Time Commitment | Shorter | Longer |
Risk | Lower | Higher |
Reward | Lower | Higher |
Example | “Sign up for our newsletter” | “Buy our product” |
Marketing Rule of 7s
It is not a rule but more of a guideline. The first use of this guideline may have come from the film industry in the 1930s where, supposedly, the movie studio moguls discovered through research that the potential moviegoer needed to see posters for a movie before they would go to see it in a cinema.
The Marketing Rule of 7s means businesses need frequent interactions with customers and potential customers to stay relevant.
Use soft or hard CTAs to engage with your prospective clients.
Soft Calls to Action
Soft calls to action are less direct and require less commitment from the user. They are often used in the early stages of the buying cycle when the user is still gathering information and exploring their options.
Generate Leads
Website visitors go to sites looking for information. Initially, it will only be to see if the business can meet their needs and is reputable. At this point, they are only window shopping and will likely move on to the next window. Unless we can entice them to come in the door.
Soft CTAs generate leads by providing value to users and asking for a small action in return. This can be done by offering a free ebook, white paper, or other gated content. When users take the time to provide their contact information in exchange for this valuable content, they become leads that you can nurture and eventually convert into customers.
Here are some tips for using soft CTAs to generate leads:
- Offer something of value: The first step is to offer something of value to users. This could be a free ebook, white paper, webinar, or anything else of interest to your target audience.
- Make it easy to take action: The next step is to make it easy for users to take action. This means using clear and concise language and placing your CTA in a prominent location on your website or landing page.
- Follow up with leads: Once you’ve generated leads, it is essential to follow up with them. This could involve sending them a thank-you email, offering discounts on your products or services, or simply keeping them updated on your latest news and offers.
Build Relationships
An acquaintance who had just taken on a job as an account executive with a vendor I have dealt with asked me for advice, as a customer, on how to approach his new role. I suggested to him to be patient, stating that many factors go into the decision to purchase. Sometimes the timing is just not right.
I then said I don’t mind a business checking in with me every 3 months or so with a “how’s it going” or “just wanted to make you aware of” email or phone call. The sales call that begins with “Are you ready to buy?” will almost certainly be turned down.
How do soft calls to action build lasting relationships?
By Providing value: When a user takes a small action, such as signing up for a newsletter or downloading a free ebook, they are more likely to trust the company that provided that value. This is because the user has already experienced the company’s generosity and believes it will follow through on its promises.
By Creating a Sense of Community: Soft CTAs can also help to create a sense of community among users. When users take a small action, such as following a company on social media or joining a forum, they connect with other users interested in the same things. This can help build trust and camaraderie, which leads to stronger relationships.
Testimonials from satisfied customers go a long way to creating that sense of community. For small, local businesses, those testimonials might be from a person the website visitor knows. Even when that is not the case, testimonials show that others are happy with the business and its products or services.
By Reducing Risk: Soft CTAs can also help to reduce user risk. When a user is asked to take a small action, such as providing an email address, they are less likely to feel like they are making a big commitment. This can help make the user feel more comfortable taking the next step, which can lead to trust.
Increase Brand Awareness
People remember brands. The Marketing Rule of 7s is about creating and maintaining brand awareness. The more frequently you connect people to your brand, the more likely they will engage with your business when they are ready to buy.
Creative soft CTAs invite people to visit your website or brick-and-mortar store again. One good rule of thumb is to offer them something unique at each step of the journey.
Examples of Soft Calls to Action
“Sign up for our newsletter.” What tips and tricks of the trade would someone find useful? Newsletters allow you to give them longer, more detailed content. Make sure you have an easy way for them to unsubscribe.
“Download our free ebook.” This CTA takes the newsletter to a whole new level. If you’ve written an ebook addressing a topic in depth, then offer it for free or at a discount.
“Follow us on social media.” Social media provides an easier way to reach people and interact with them. Set up a presence on whatever platforms work and then engage with people. These are great ways to give current information about the business and an easy way for customers to ask questions.
Hard Calls to Action
Hard calls to action typically come later in the customer engagement journey. The prospective customer has already researched answers to their problem and is moving towards making a purchase.
Early on, the risk to the customer was low, and they had little involvement with the business. They have probably filtered through competitor listings and narrowed their search to those they think can help them.
Why Do They Work?
Hard calls to action create a sense of urgency. When a call to action says something like “Buy now!” or “Sign up today!”, it creates a sense of pressure that can motivate the reader to take action.
Loss aversion
We tend to value losses more than gains, making them more likely to take action. For example, you might say something like, “Don’t miss out on this limited-time offer!” or “Act now to avoid disappointment!”
Scarcity
We tend to value things more when they are scarce. For example, you might say something like, “This offer is only available for a limited time!” or “Hurry, supplies are limited!”
Social Proof
We value what other people think. If someone else takes action and it turns out well, then I am likely to enjoy the same benefit if I take action. The risk is less for me.
Examples of Hard Calls to Action
“Buy now” – Place these on product pages. Amazon offers its customers two choices: “Add to Cart” and “Buy Now”. Both will lead to conversions. The Add to Cart option encourages shoppers to look around more while also committing to a purchase.
“Sign up for a free trial” – We like to get things for free and test them out. Free trials allow customers a no-hassle way to use the product. By collecting their email address during the sign-up process you gain a way to engage with them through email marketing.
“Contact us today” – Depending on the page this appears on, this may also be a soft CTA. This CTA encourages customers to contact you regarding the product or service they are reading about. This is still a low cost for them, but it is a commitment to finding out more.
Soft or Hard CTA?
Calls to action should guide people along the journey from window shopper to purchaser to a regular customer. Whether a soft or hard CTA is right depends on where the customer is at in the purchasing process.
Soft CTAs are effective for generating leads, building relationships, and increasing brand awareness. Hard CTAs are useful when the customer is ready to purchase.
For a great set of tips and tricks, check out the article “How to Develop a Call to Action (With Examples)” by Business News Daily.
We’re Here to Help
At Growth Zone Media, we believe in becoming fully invested in the companies that we serve. We don’t consider you to be our customers or clients, but see you as our partners in building something great together.
We can help you with your content and calls to action. Contact us for a free consultation.
Did you notice the soft CTA?