{"id":11576,"date":"2024-01-16T11:33:44","date_gmt":"2024-01-16T16:33:44","guid":{"rendered":"https:\/\/stage.storylinecommunication.com\/call-to-action-vs-call-to-value\/"},"modified":"2024-01-16T11:33:44","modified_gmt":"2024-01-16T16:33:44","slug":"call-to-action-vs-call-to-value","status":"publish","type":"post","link":"https:\/\/stage.storylinecommunication.com\/en\/call-to-action-vs-call-to-value\/","title":{"rendered":"Call-To-Action vs Call-To-Value"},"content":{"rendered":"<h1><strong>More creative and engaging call-to-actions: the call-to-value approach<\/strong><\/h1>\n<p>&nbsp;<\/p>\n<h2>Setting the scene<\/h2>\n<p>In an inbound marketing strategy, calls-to-action are extremely important, as they have a direct impact on your conversion rate.<\/p>\n<p>Whether your objective is to increase your sales, your subscriber base, your visitor rate or whatever, it&#8217;s calls-to-action that will encourage prospects to take the desired action. As a result, you&#8217;ll obtain specific, measurable data, which, let&#8217;s not forget, is a gold mine in business.  #linformationcestlepouvoir<\/p>\n<style>\/*! elementor - v3.16.0 - 17-10-2023 *\/<br \/>.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\n<figure><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2022\/09\/giphy.gif\" alt=\"\" width=\"480\" height=\"269\"><figcaption>Source : GIPHY &#8211; CBS<\/figcaption><\/figure>\n<p>However, placing importance on call-to-actions doesn&#8217;t necessarily mean they&#8217;ll be successful. In this age of globalization, competitors are playing &#8220;rough around the edges&#8221;, and consumers are being bombarded with advertising, information, images and newsletters&#8230; So how do you differentiate yourself and achieve your goals?  <\/p>\n<h2>Call-to-action (CTA)<\/h2>\n<p>A call-to-action is a method of encouraging consumers to take immediate action. In French, this &#8220;call to action&#8221;, as its name suggests, is an invitation (from the company) to a consumer to take the desired action; subscribe to the newsletter, go to the website, buy a product, etc. Call-to-actions can take many forms. Call-to-actions can take many forms, the most commonly used being: buttons, hyperlinks\/bit.ly, pop-ups, images, visuals or icons.  <\/p>\n<p><img decoding=\"async\" src=\"https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2024\/01\/Visuels-Blogue-SL-1024x948.png\" sizes=\"(max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2024\/01\/Visuels-Blogue-SL-1024x948.png 1024w, https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2024\/01\/Visuels-Blogue-SL-300x278.png 300w, https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2024\/01\/Visuels-Blogue-SL-768x711.png 768w, https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2024\/01\/Visuels-Blogue-SL.png 1080w\" alt=\"\" width=\"800\" height=\"741\"><\/p>\n<p>These are proven means of achieving desired objectives. However, they are rapidly losing their value in terms of functionality. Why is this? Because they are &#8220;transactional&#8221; incentives, often using imperative verbs such as &#8220;order now&#8221; or &#8220;subscribe&#8221;. Although these incentives are very clear and precise, they don&#8217;t necessarily mean commitment, because they don&#8217;t show the real value of the action. That&#8217;s why, in some cases, a call-to-action isn&#8217;t enough. A simple hesitation on the part of the consumer can cost you a conversion&#8230; and much more, such as future sales, a loyal customer, referrals, additional subscribers, and so on. It all depends on the CTA&#8217;s intended action.       <\/p>\n<p><strong>The call-to-value approach is therefore a solution to counter the negative point of the CTA.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Call-to-value (CTV)<\/h2>\n<p>To put it simply, call-to-value is a better version of call-to-action. In effect, both have the same utility, but call-to-value provides a proposition value in addition to the action to be taken. This can make the difference between taking immediate action or not. To buy or not to buy, for example.   <\/p>\n<figure style=\"width: 500px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2024\/01\/take_my_money.gif\" alt=\"\" width=\"500\" height=\"313\"><figcaption class=\"wp-caption-text\">Source : GIPHY<\/figcaption><\/figure>\n<p>If call-to-actions are &#8220;transactional&#8221;, then call-to-values are &#8220;emotional&#8221;, because we want to strike a chord and establish a link between the consumer and the benefit of the action. This type of incentive is much softer than a call-to-action, as it doesn&#8217;t use imperative verbs. The first person &#8220;I&#8221; is favored to reach the reader and make him or her feel challenged. For example: <b>&#8220;I&#8217;m getting ready for summer&#8221;,<\/b> <b>&#8220;I can&#8217;t live without it&#8221;.<\/b> Promises can also grab people&#8217;s attention. For example: &#8220;Loose 5 pounds in one week&#8221; (although we don&#8217;t recommend this&#8230; <em><strong>it&#8217;s just an example<\/strong><\/em>).    <\/p>\n<p>However, you need to be able to target your consumers (your persona), because a call-to-value that doesn&#8217;t match the values of this target would be useless.<\/p>\n<p><strong><em>Caution!<\/em> <\/strong>We&#8217;re not saying that it&#8217;s always better to use calls-to-value! Calls-to-action are still powerful tools that work in many strategies. You just need to be able to tell the difference between these 2 incentives, understand them and know when to use them. It&#8217;s all a question of balance.   <\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/stage.storylinecommunication.com\/wp-content\/uploads\/2022\/09\/giphy-2.gif\" alt=\"\" width=\"440\" height=\"561\"><figcaption>Source : GIPHY &#8211; Gypsyastronaut<\/figcaption><\/figure>\n<p>We can&#8217;t stress this enough, but the most important thing when creating a CTA or CTV is your visitors, your potential customers.<\/p>\n<h2>Putting it into practice<\/h2>\n<p><span style=\"font-weight: 400;\">Here are a few examples that highlight the difference between a call-to-action and a call-to-value:<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Example 1<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Action:<\/strong> Buy SPF 50 sunscreen<br \/>\n<\/span><span style=\"font-weight: 400;\"><strong>Target:<\/strong> people who sunburn quickly in summer<\/span><\/p>\n<h4><span style=\"font-weight: 400;\"><strong>CTA:<\/strong> Discover our varieties!  <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Vs.  <\/span><\/p>\n<h4><strong>CTV\ud83d\ude09<\/strong><span style=\"font-weight: 400;\"><strong>Two<\/strong> days before the heat wave!<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">*This call-to-value creates a link with current events and reaches a certain group of people; those who want to protect themselves from the sun. This link creates value for the customer, and the real value of the share is clearly understood. <\/span><\/p>\n<h3><\/h3>\n<h3><b>Example 2<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Action:<\/strong> Buy a pair of tickets for the C\u00e9line Dion concert<br \/>\n<\/span><span style=\"font-weight: 400;\"><strong>Target:<\/strong> C\u00e9line Dion fans<\/span><\/p>\n<h4><span style=\"font-weight: 400;\"><strong>CTA<\/strong><\/span><strong>\ud83d\ude09<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> <\/span><span style=\"font-weight: 400;\">Buy your tickets now! *<\/span> <span style=\"font-weight: 400;\">         <\/span><\/h4>\n<h4><span style=\"font-weight: 400;\">Vs.  <\/span><\/h4>\n<h4><strong>CTV<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> <\/span><span style=\"font-weight: 400;\">I&#8217;ll go where you go!<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">*Here, we&#8217;re targeting C\u00e9line Dion fans. We don&#8217;t necessarily need to play on emotion to get a sale.   <\/span><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><\/p>\n<h3><b>Example 3<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Action:<\/strong> Buy an X gift for Father&#8217;s Day<br \/>\n<\/span><span style=\"font-weight: 400;\"><strong>Target:<\/strong> Children<\/span><\/p>\n<h4><span style=\"font-weight: 400;\"><strong>CTA:<\/strong> <\/span><span style=\"font-weight: 400;\">Order now! <\/span> <\/h4>\n<h4><span style=\"font-weight: 400;\">Vs.  <\/span><\/h4>\n<h4><strong>CTV\ud83d\ude09<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> <\/span><span style=\"font-weight: 400;\">The favourite choice of 85% of dads!<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">*Here, we don&#8217;t know which dads will like this gift, so an impersonal call-to-action isn&#8217;t relevant. On the other hand, it&#8217;s interesting to use a quantifiable call-to-value. In this example, it&#8217;s more likely to reach the buyer by making him realize that this is a good gift idea for his father.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><\/p>\n<h3><b>Question: CTA or CTV?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Action:<\/strong> Subscribe to newsletter<br \/>\n<\/span><span style=\"font-weight: 400;\"><strong>Target:<\/strong> Company customers<\/span><\/p>\n<h4><span style=\"font-weight: 400;\"><strong>CTV:<\/strong> <\/span><span style=\"font-weight: 400;\">Receive promotional offers! <\/span> <\/h4>\n<h4><span style=\"font-weight: 400;\">or  <\/span><\/h4>\n<h4><span style=\"font-weight: 400;\"><strong>CTA:<\/strong> <\/span><span style=\"font-weight: 400;\">I subscribe! <\/span> <\/h4>\n<p><span style=\"font-weight: 400;\">*We&#8217;ll let you guess!<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short, try to be original and creative, it could pay off.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>More creative and engaging call-to-actions: the call-to-value approach &nbsp; Setting the scene In an inbound marketing strategy, calls-to-action are extremely important, as they have a direct impact on your conversion rate. Whether your objective is to increase your sales, your subscriber base, your visitor rate or whatever, it&#8217;s calls-to-action that will encourage prospects to take [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":11218,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63],"tags":[],"class_list":["post-11576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Call-To-Action vs Call-To-Value - Storyline Communication<\/title>\n<meta name=\"description\" content=\"Differentiate, leverage and maximize your inbound marketing strategy with a value-centric approach: Call-To-Value.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Call-To-Action vs Call-To-Value - 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