Ah, The Call-To-Action. Or the ‘CTA’ as those in the know refer to it. It’s quite possibly one of my favourite parts of the video-making process. Namely, because it’s where I ask my audience to get involved and be part of the story.
When I began producing impact films over a decade ago, I wasn’t familiar with using a CTA. It wasn’t as common. Passively viewing entertainment was the absolute norm. So I really had to think about what would be effective when asking the audience to do something. Audiences weren’t used to being asked to do something.
And, how effective your call-to-action is can honestly make or break your video. I know that sounds a tad dramatic but it really is true. Especially if you’re in the business of making impact films.. If I didn’t include a call-to-action at the end of my videos –long, short or micro – I’d probably be quietly banging my head against a wall right now, wondering why on earth my film didn’t drive the action I’d expected it to.
The thing is, it doesn't matter how great your video is. Even if you have an incredible storyline. Amazing on-screen talent. Beautiful cinematography. A title so catchy it becomes part of the everyday lexicon. Because all of that won’t matter if your audience gets to the end credits and simply thinks, ‘Gee, that was an excellent film. What’s for dinner?’’
So, if you want your audience to do more than watch, you need to tell them to do something. It might seem obvious to you what folks should do once they see your film but you’d be surprised by how direct, tactful and persuasive you have to be to make sure they actually follow through and do the thing you’ve asked them to do.
In this episode, I’m taking a close look at the call-to-action. I’m going to unpack what it is, why you need one, and how to craft one that will get your audience to do whatever it is you want them to do.
Listen now! (Yes, that was a call-to-action I just dropped in, sneaky ha!).
But to learn for from me, head to www.MoonshineCommunicationsAcademy.com to find more great content and resources including my free ebook that will help you craft a compelling video story
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