How to craft a strong call-to-action (without sounding pushy or desperate)

Newbie copywriting mistake:

Finishing with a weak call-to-action.

Copywriting is designed to get your readers to take the next step. But in order for them to do that, they need to be “called” to actually TAKE that next step.

That’s where your call-to-action (or CTA) comes in.

A strong CTA punctuates your ad, post, email, or sales page. It’s the linchpin of any piece of copy that converts. Because without it, 99% of readers will abandon you at the 1-yard line.

And to put it bluntly, many of the CTAs I see creators using are softer than rice pudding.

So if you want to convert followers into subscribers…

And subscribers into customers & clients…

Then you need to learn how to close out your copy with a bang.

Today, I’m revealing how to craft a strong CTA without being pushy or desperate.

Let’s dive in.

Reading time: 2 minutes and 30 seconds

How to Craft a Strong Call-to-Action Using an ‘If/Then’ Statement

The simplest way to craft a strong call-to-action is:

Using an “if/then” statement.

This is a persuasive technique that creates a logical connection between a specific condition and a specific action.

Think of it like this:

“If ____ is true, then do ____.”

• ‘If…’ establishes the true/false condition or criteria

• ‘Then…” identifies the action to take (if true)

And by qualifying the action you want readers to take…

You avoid coming off as pushy or desperate.

Make sense?

Now let’s explore 3 different ways to express it.

1) Problem-Solution

The first and easiest way to express your ‘if/then’ statement is with a problem-solution.

Here’s the basic framework:

“If you’re struggling with [PROBLEM], then [TAKE SPECIFIC ACTION].”

Examples:

• If you’re struggling to generate inbound leads for your coaching business, then click here to download my free book
  
  

• If you’re frustrated with creating content that gets no engagement, then grab my fill-in-the-blanks templates
  
  

• If you’re tired of attracting tire kickers & freebie seekers, then watch this

2) Instant Benefits

The second way to use an ‘if/then’ statement for a strong call-to-action is to tie the action to instant benefits.

This actually flips the structure upside down:

“If you [TAKE ACTION], then you’ll [GET INSTANT BENEFITS].”

Examples:

• If you enroll today, then you’ll get a FREE 60-minute strategy session with me (valued at $500)
  
  

• If you stick around till the end, then I’ll send you my 60-page PDF workbook
  
  

• If you join now, then you’ll be grandfathered at this discounted rate

3) Identity + Desired Outcome

The third way is to call out your reader’s identity and desired outcome.

It goes like this:

“If you’re a [TITLE/IDENTITY] who’s looking to [ACHIEVE DESIRED OUTCOME], then [TAKE SPECIFIC ACTION].”

Examples:

• If you’re a coach or consultant who’s looking to get clients without sales calls, then read this
  
  

• If you’re an ambitious creator who’s looking to land 5-figure sponsorships, then join my free masterclass
  
  

• If you’re a freelancer looking to raise your rates, then sign up for my pricing masterclass

Putting It All Together

‘If/then’ statements create a logical connection between specific conditions and actions.

They’re not the only way to craft a strong CTA.

But they are the simplest and easiest to use.

Especially if you’re not a pro copywriter.

So I highly recommend defaulting to them when closing out your copy.

3 ways to use ‘if/then’ statements to craft a strong call-to-action:

1) Problem-solution
2) Instant benefits
3) Identity + desired outcome

That’s it.

Thanks for reading!

See you next time.

Jim Hamilton