In marketing, the call to action (or CTA) is the part of your ad or landing page that asks the visitor to take the next step. It’s usually just a few words, often appearing on a button. The right CTA can make people do things in a way that even the most persuasive long-form copy cannot. A strong CTA is far more than a combination of words that hopefully compels people to click on a button – it’s a powerful statement of intent, a rallying cry to our tribe, the crescendo of a rousing speech that leaves the audience exhilarated, clenched fists raised triumphantly to the sky.

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