(Or, 4 Steps to Great Calls to Action for Your Integrative Wellness Marketing)
A Call to Action (or CTA) is just a stated direction for what you want your prospect to do. For example, if you want someone to download an ebook, you’d say “download ebook.” Not exactly particle physics, right? But they need to be strategic in order to be effective. So here are 4 best practices for making great calls to action that ensure your prospects do what you’re telling them to.
1. A Promise & a Direct Benefit
This style of title is just what it sounds like.
Make a promise that contains a clearly stated benefit for the prospect.
“Cure Your Migraines With These 2 Simple Tricks!”
2. Pose a Threat
Nobody wants bad things to happen to them or their loved ones. This type of title approaches that fear directly.
“Hold the Cheese: What Big Dairy Isn’t Telling You.”
These should be used sparingly, but they should be in your arsenal.
3. Tap Into Your Expertise
Your prospect wants help with their problems.
And people with authority—industry experts, doctors, professional athletes, etc.—tend to give weight to ideas they get behind.
So, you can use that in your Integrative healthcare marketing endeavors.
“Learn the 6 Tricks that Top Surgeons Use to Treat Their Own Back Pain.”
4. Shock & Awe
Although I think these are way overused, they’re still an option. Mainly, because if used responsibly, they’re very effective. Using words like “shocking,” “sneaky,” “surprising,” “secret,” etc. can catch your prospect’s attention and get them clicking.
“The One Surprising Trick That Can Give You Unlimited Energy Every Afternoon.”
5. (Odd) Numbers
People love numbers. Especially odd ones.
I think part of the reason these kinds of titles do so well is that the prospect knows what they’re getting themselves into. They know there will be 5 of something. And that expectation drives engagement with your content.
So, there you go!
No matter which strategy you go with (or a blend of more than one) to craft great titles, just make sure that it accurately reflects your integrative healthcare practice’s content offer. The whole bait and switch thing has (mostly, and thankfully) run its course.
Trust is a valuable asset.
Don’t blow that up before you’ve even gotten the prospect’s foot in your door.