Imperatives and Calls to Action

Introduction: What is a Call to Action (CTA)?

In business writing, a Call to Action (often abbreviated as CTA) is a clear and direct instruction to your reader that tells them what action to take next. Whether you’re writing an email, a webpage, or a piece of advertising copy, the CTA is what motivates the reader to make a decision or take action.

CTAs often use imperative verbs—verbs that give a command, direction, or suggestion. In business, these imperatives are used to be clear and direct while maintaining a polite and professional tone.

Why Use Imperatives in Business Writing?

Imperatives are powerful in business writing because they:

• Clarify the next step: The reader knows exactly what to do next.
• Create urgency: Imperatives make your message more urgent and immediate.
• Encourage action: They prompt the reader to take action rather than passively read the content.

How to Use Imperatives for Effective CTAs

Here’s a step-by-step guide to crafting effective CTAs using imperative verbs:

1. Start with an Action Verb

CTAs should begin with a strong action verb that directly tells the reader what to do. The action verb should be clear, concise, and direct.

Examples:

• Download our free guide now.
• Call today for more information.
• Sign up for our newsletter.

2. Add a Benefit or Value

To make your CTA more persuasive, combine the imperative verb with a benefit or value for the reader. This shows them what they’ll gain by taking the action.

Examples:

• Get 20% off your first purchase.
• Claim your free consultation today.
• Save money when you buy now.

3. Create a Sense of Urgency

You can enhance the effectiveness of your CTAs by creating a sense of urgency. This motivates readers to act quickly rather than delaying.

Examples:

• Order now before supplies run out.
• Join today and start saving immediately.
• Book your spot now—limited spaces available!

4. Be Polite, But Direct

In business writing, it’s important to balance politeness with directness. Imperative verbs can come across as commanding, so softening the tone with polite phrases while still being clear is key.

Examples:

• Please call us to schedule an appointment.
• Feel free to contact our team for support.
• Don’t hesitate to sign up for our webinar.

5. Keep it Simple and Specific

CTAs should be easy to understand and should focus on one clear action. Avoid overloading your CTA with too many steps or complicated language.

Examples:

• Subscribe to our newsletter (instead of “Consider subscribing to our newsletter for updates on our various services and offerings”).
• Buy now (instead of “Please consider purchasing the product at your earliest convenience”).

Common Imperative Verbs Used in Business CTAs

Here is a list of common imperative verbs frequently used in business CTAs:

• Buy (Buy now and get free shipping!)
• Call (Call today for a free consultation.)
• Click (Click here to learn more.)
• Discover (Discover the benefits of our service.)
• Download (Download our free guide.)
• Get (Get started with your free trial.)
• Join (Join now and save 10%.)
• Learn (Learn how to grow your business.)
• Order (Order today for same-day shipping.)
• Sign up (Sign up for updates.)
• Start (Start your free trial.)
• Subscribe (Subscribe to our newsletter.)
• Try (Try it risk-free for 30 days.)