What is a call to action?

A call to action is an instruction or prompt that tells your reader, viewer, or conversation partner exactly what they should do next. It's directed at someone who already understands your arguments and is essentially convinced. For example: “Click the button now to book your appointment.” Without that final step, no one will buy, and all your efforts will have been in vain.

What examples are there for calls to action?

On a sales page, for example: “Choose your package here and secure your access.” In an email: “Do you want to participate? Simply reply with a single word, and I'll send you all the details.” In a video: “Would you like the instructions? Then comment with the word…” Over the phone: “Please click the link and enter your payment details; I'll wait.” All of these examples specify a clear, immediate action that anyone can understand.

What makes a good call to action?

A good call to action has one clear objective and describes a specific action. It tells the reader what they should do and what they will gain in return. In my opinion, it works best as a two-part action, outlining a small initial step followed by the main action: “Click the button and choose your appointment.” This way, the reader already thinks about the appointment, which encourages them to click without hesitation. On longer pages, you should repeat this call to action in several places.

What is a call to action on Instagram?

On Instagram, the call to action is typically a prompt at the end of a video or in your profile. For example: “If you'd like help, comment with a specific word.” Those who comment will receive instructions, something free, or an invitation to connect via message. It's best to use the same call to action consistently, rather than using a different one in each video. Your call to action, your message, and your landing page should all promise the same thing.

What is a call-to-action button?

This is the button that allows a visitor to proceed to the next step. They might place an order, book an appointment, or register. The label should clearly state the action, ideally as a two-part action, such as “Select package and secure access.” On longer sales pages, I often place several buttons between sections. Many users get lost in the text and need a clear point where they can take action.

What is a CTA in marketing?

CTA stands for call to action. I put one at the end of every sales page, video and email. In my emails, it always leads to the first step a reader can take with me, such as an initial conversation or a free book. Only a small share of readers buy immediately. Most buy weeks later, so every email needs its own call to action.

Call to Action Examples: Ask for Two Connected Actions

By Artur Neumann. Published October 26, 2026, updated October 26, 2026. 6 min read.

Call to action examples for emails, videos and sales pages. Why I ask for two connected actions and make the next step clear to the reader.

There’s a particular moment on the phone that I’ve come to know well. The prospect says, “That sounds good.” I ask, “Would you like to get started?” They say yes. I ask them to click the link and enter their payment details. Then, often, the question arises: “Should I do that now?”

It’s in this moment that the sale is decided. I respond, “Absolutely, I’m here to wait. Just grab your credit card.” That’s a call to action, or “call to action” in English. Without it, even the best conversation will end without a result.

In the article Writing Sales Copy, the call to action is just one component among many. Here, I’m going deeper. I’ll show you how to formulate them, why two steps often work better than one, and where they should be placed, on the page, in the email, in the video, and in the conversation.

What a Call to Action Needs to Do

A call to action, often shortened to CTA, engages the customer who already understands all the arguments. They’ve read your text or watched your webinar and think, “I want that.” The call to action guides them to the final step.

Here are two classic examples:

“Click the red button now to register.”
“Click the button now and secure your spot for a free consultation.”

Both are clear. Everyone understands what they need to do.

You can’t spend two hours presenting your offer or write a massive amount of text and then not even ask for the order. If nobody buys, you haven’t created any value. There was no transaction. Nobody paid you, and you delivered nothing. All that work was for nothing.

The Trick of the Two-Step Approach

From a psychological perspective, a call to action with two steps often works better than one. The reason is simple: you want the customer to not even think about the first step.

If you simply say, “Click the button now,” the reader might ask themselves, “What happens next? What is it? Why should I?” But if you say, “Click the button now and then choose your appointment time,” the click comes second. The reader is already thinking about choosing their appointment time. The click happens almost by the way.

The Example from the Stage

Imagine you’re speaking on stage and want your audience to stand up. If you simply say, “Please stand up now,” it will happen hesitantly. Unless you have absolute authority in the room.

Instead, say, “Fold your hands and stand up.” Or, “Touch your nose and stand up.” People will first perform the small action. By doing so, they confirm to themselves: “I’m doing what he’s saying.” They don’t even think about the second action anymore.

How to Formulate a Two-Step Call to Action

The formula is simple: a small first step, followed by the step that you actually want them to take. Here are a few examples:

Instead of “Click here,” try: “Click here and then enter your payment details.”
Instead of “Sign up,” try: “Enter your email address here and then confirm the link that I send you.”
Instead of “Order now,” try: “Choose your package here and secure your access.”
Instead of “Book an appointment,” try: “Click the button and then choose your appointment time.”

In any case, you’re directing their attention to the second action. The first step is just the path to get there.

Show Leadership When the Customer Hesitates

Back to the phone. When the customer asks if they should really pay now, they need guidance. They need to hear: “Do it now, that’s the right decision.” In doing so, you guide them to their solution.

In my opinion, that’s your responsibility if your product is good. Many people read an offer, get distracted, watch TV, and forget about it. Then, nobody benefits. Help them decide now.

In your text, connect the call to action with a reason to act now. For example: “Take advantage of this offer now, with my 30-day guarantee and no risk.” Or, you can state openly that you can only handle a limited number of customers at a time and that spaces won’t be available again for several months. Only provide reasons that are true. As I describe in the article Conducting a Sales Conversation, I explain how I mention the price and then remain silent.

On Long Pages, Use Multiple Calls to Action

Online, I strongly recommend incorporating multiple calls to action. Many readers get lost in your story, your webinar, or your long sales page. Therefore, insert buttons like “Click here to order” or “Choose your package here and secure your access” at intervals.

A particularly important spot is the PS at the very end. Many people scroll directly to the end of the page, read the PS first, and then start at the top. Summarize the key points there, mention your best guarantee, and call them to action again. For example: “If you’ve made it this far, you really want it. So, secure your spot now.”

One Goal, Many Locations

Repeatedly prompting doesn’t mean offering a multitude of different options. In the past, I often found myself spread too thin when things didn’t go as planned. I had too many entry points: an initial consultation, a book, a course, and three additional products. With each video and every newsletter, it was unclear what links to include. People didn’t know what to do, and I myself was completely confused.

A small, concrete action is much easier to understand than multiple prompts that compete with each other. Therefore, repeat the same call to action in many places, but give the reader only one goal. Initially, you can refine the wording, but then stick with it, video after video and email after email.

In Emails. Every email I send ends with a call to action that guides the reader to take their first step with me. The structure is always the same: a clickable subject line, an introduction, a brief story outlining a problem and its solution, and then the call to action. Finally, there’s a P.S. that sparks curiosity for the next email. You can find details on how I distribute links within an email in this article: Build Your Email List.

A call to action encouraging a response also works very well. For example, I ask my readers what interests them most and ask them to simply reply with 1, 2, 3, or 4. I regularly receive hundreds of responses. For an offer, it might sound like this: “Are you interested? Simply reply with [keyword], and I’ll send you all the details.”

In Videos and Social Media. You discuss your topic and then say at the end: “Would you like that? Then comment with the word…” Those who comment will receive instructions, something free, or a personal consultation. Clearly state what you want the viewer to do and what they will receive in return. And ensure that your call to action, your message, and your landing page all promise the same thing. You can find out how to convert those viewers into email contacts in this article: From Video to Email Contact.

In Sales Videos. A video on your offer page should end with a call to action that once again identifies your ideal customer. A real estate agent might say: “If you’re from Düsseldorf and want to sell your house in the next two months, I look forward to hearing from you.” This resonates directly with the right people.

Your Checklist

One goal per page, email, and video.
Two-step approach: a small first step, then the main goal.
Clearly state what you want the reader to do and what they will receive.
On longer pages, include multiple buttons and a P.S. with a call to action.
Every email should include a call to action that guides the reader to take their first step.
In conversations, ask questions, show the way, and guide them.

Today, take your most important sales text or your latest email and review it. Highlight each call to action and note where it’s weak. Then, write three two-step approaches for your main offer and test which one performs best.