If you’re in corporate brand marketing, you know that a call-to-action is an ending statement that tells prospects what to do next—in order to move them closer to conversion. Though this is true, it only scratches the surface of what an effective call-to-action is made of.
Join us to learn all about the psychological elements of an effective call-to-action, and how you can incorporate these gems into your corporate brand strategy.
Corporate Brand Calls to Action: Psychology that Converts
On the surface, calls-to-action answer the question, “What’s the next step?” A deeper look reveals that the most successful ones tap into some powerful psychological channels. They move people to make the moves you prefer…seemingly without use of their rational faculties. Well-crafted calls-to-action convince people to sign-up, join, or buy by stimulating parts of the brain that influence human behaviour on a primordial level—without the help of reason.
Allow me to explain, one psychological corporate brand call-to-action element at a time:
- Reptilian Motivation: The prefrontal cortex, or ‘thinking’ part of the brain, has little to do with your prospects’ acceptance of a call-to-action. Instead, the reptilian, or ancient brain, is in charge. When you use text and visuals to stimulate joy, fear, worry, hunger, competitiveness, etc., you will enact their impulsive natures and they will be more likely to act.
- Curiosity: Consumers have been conditioned to expect a call-to-action; however, they will wonder about what is to come after the fact. For a call-to-action to be effective, it must hint at what is to come (what they will see, hear, feel) without giving away the details. You’ll often see the word secret being using in calls-to-action. This heightens curiosity.
- Anticipation: The cerebellum houses human feelings of anticipation, and those sensations are often more powerful and enjoyable than the experiences we anticipate. The cerebellum usually exaggerates the positive experience that is to come, and for that reason anticipation is a valuable component of any call-to-action. In order to build anticipation, tell a story in which the call-to-action is the climax (all preceding text is the conflict and the experience after the call-to-action is the resolution. The Broca and Wernicke portions of the brain are responsible for deciphering language, but without emotion. Story adds that emotion and creates the anticipation necessary for an effective call-to-action.
- Surprise: As I’ve already mentioned, people will expect a call-to-action. However, they may not expect what lies just on the other side of it. Incorporate the USP of your corporate brand to make their experience unlike any other. Word will spread. Referrals will abound. Your corporate brand will benefit.
- Accord: Most corporate brand salespeople know about the power of a Yes Set. With it, they ask a series of [seemingly irrelevant] questions that will result in the prospect answering yes to all of them. This puts the subject in a Yes Set…or a mental state in which they’re likely to say yes when asked for the sale. In the case of call-to-action, know your audience; place before them a series of images and text that will put them in a state of accord—which will make them feel agreeable and more likely to click on your call-to-action button.
- Reward: Human behaviour dictates that when we’re rewarded for particular conduct (usually moving away from pain or toward pleasure), we are more likely to perform that action again. Know the habits of your audience; do the research to determine what types of behaviour they’ve been rewarded for, and are therefore likely to repeat without being asked. Then include clues leading up to your call-to-action that will remind them of that habit and subconsciously push them toward it. Promise a reward…and then deliver.
- Visual Stimuli: White space, colours, placement, size, lines, shapes, fonts…all affect the willingness of your prospects to click on the button to accept your call-to-action. Again, know your audience. Know which colours and other visual elements will elicit the emotions that are their biggest drivers. Incorporate them. Confer with a brand design expert. These subtle elements can make a big difference.
Every corporate brand needs calls-to-action that tap into human psychology—and especially into the specific psychology of their ideal client. We recommend employing the tips offered above…but don’t stop there. Choose the date and time that works best for you to attend our FREE Online B.R.A.N.D. Kickstarter Masterclass today, to learn how to craft influential calls-to-action and build a branding strategy that will make you a market leader in your industry.