Hi! Lilli, here. I’m the Copywriter and Content Strategist at MonkeyCMedia. I’ll be sharing some Copywriter tips on using CTAs in your author marketing strategy. Whether you’re selling your book, yourself, or your services, you’ll benefit from using CTAs strategically and creatively.
What is a CTA and Why Use Them in Your Author Marketing Strategy?
CTA stands for Call to Action. They are those brief, yet intriguing prompts that encourage the reader to take the next step. In other words, they compel readers to act. This could mean clicking a link to read your blog, book your services, or to buy your book. Without the all important CTA as a reminder, or enticement, readers are far less likely to make their next move.
Some Examples of CTAs
Calls to Action are everywhere. They’re usually used as a tactic to entice customers into purchasing, but really they can be used to encourage any action. Such as:
- To keep reading.
- Signing up for a newsletter.
- Reading your blog.
Or even to inspire you to greatness…
You’ll see them on websites, in ads and promotions, and social media posts. You see them everywhere because they’re effective. But they’re often more subtle than a Click Here or Buy Now button. Copywriters are crafty and creative. Sometimes the CTAs are less direct. You’ve probably noticed short phrases like:
- Start Living Your Best Life!
- Find Out How Far We Can Take You!
If the copy is effective up to that point, and keeps a reader engaged, the logical next step is for them to follow the CTA.
How to Use CTAs
Authors can use CTAs in all the same ways that companies use them to sell their products. Just think of yourself as the company and your book and/or services as the product. Whether you’re promoting via social media, an email, or on your website, you’ll want to use CTAs in your author marketing strategy.
Though it may seem a bit tacky or gimmicky, using CTAs doesn’t have to be. You just have to get creative and think like a copywriter. After all, why promote something without a clear path to how to get it?
On Your Social Channels and Posts
When using CTAs in your author marketing strategy, you don’t just have to use them to sell your books or services. If you’re sharing your blog and want more readers, give them a bit of encouragement. First, give any overview of the topic(short and sweet preferably) and make it compelling. Once you’ve got them hooked, you can say something simple like:
- Check it out!
- Or Read more here!
Sometimes it helps in social captions to use the finger pointing emoji. Just point it directly at the link. That finger pointing emoji is just another layer of your CTA!
You can also use subtle CTAs on your social platform’s Bio or About Me section to drive traffic to your website. Write something like:
- Want to know more? Visit my website!
Website CTAs
On your book page and/or services page, you’ll usually have a button of some sort letting visitors know that with one click they can buy your book, request a consultation, or find out more about what you do and why. These buttons themselves are a part of your CTA, but they aren’t the whole thing. Enticing them to click that button is the most important part. Thus, CTAs like I mentioned above, such as:
- Ready to transform your life?
- Transformation is just a click away.
- Welcome to…
- Join us…
All these create a mood, fulfill a need, or pique curiosity.
Book Cover Copy
Your book cover copy is a staple of your author marketing strategy. If a potential reader comes across your book somewhere and has no idea of who you are, that cover is all they have to base their purchasing decision on. The copy on the back of your book cover should never be overlooked. The last but not least of which should be the CTA.
But because there’s limited room for character count on book covers, you’ll want that CTA to be a natural part of the description. Depending on the genre, of course. For example, if you wrote a romance novel, maybe ask a question about a character or the plot. This prompts the reader, to want to know! Like this:
- Will Lydia ever find happiness?
- Can two different worlds ever be one?
See? A CTA doesn’t even have to tell you exactly what to do. But it inspires.
Your Blogs and Emails
With blog posts and emails, CTAs are often used in the closing. Of course, it depends on what your intended result is and if whether it’s an informative a newsletter or campaign.
With blog posts, if the goal is to inspire the reader themselves to take action, you can say something similar to what I mentioned above. End your post with a motivator!
Such as:
- Try it today!
If the goal is to gain more subscribers use something like:
- For continuing updates and the occasional witty reflection, hit the subscribe button!
Say you’re hosting a reading or a book launch, some popular CTAs include:
- I’d love to see you there!
- Don’t miss this rare event!
I’m sure you’re catching on by now, right? CTAs don’t have to be pushy, or obnoxious. They just need to compel the reader to action. They can be subtle and helpful, or fun and witty. Just try to remember to use your own voice and make them as natural as possible.
You don’t have to use any I’ve listed above either. Those are just examples. But do try to use them whenever and wherever is appropriate. I think you’ll notice a difference in your conversions. CTAs are a trusted method that have been around for a long time, so they really do work! Why don’t you give it a try and find out how using CTAs as part of your author marketing strategy can change the game?
