Call to Action


an exhortation or stimulus to do something in order to achieve an aim or deal with a problem.

(in advertising material) a piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (e.g. buy now or click here ).

Effective speeches end with a call-to-action for the crowd, like Abraham Lincoln’s famous Gettysburg Address:

“It is rather for us to be here dedicated to the great task remaining before us—that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion—that we here highly resolve that these dead shall not have died in vain—that this nation, under God, shall have a new birth of freedom—and that government of the people, by the people, for the people, shall not perish from the earth.”

In marketing, it’s not enough to create a sleekly designed, user friendly website or product. The user/customer has to be “called to act”. Marketers accomplish this through inserting buttons to engage in activities such as “join the mailing list,” “follow,” or “shop the online store.”

When you wake up in the morning, who is calling you to action? Are you able to inspire and motivate yourself, or do you rely on external sources? Do you only feel motivated when someone or something else is doing the motivating?

In his book “Legacy,” James Kerr explores the New Zealand All Blacks and their winning habits. One of the concepts Kerr reveals is: “Ritualize to Actualize”. To accomplish transforming change in a culture or in your life, develop rituals to the end you are seeking, and perform daily.

Here’s an example of a CTO (call-to-action) ritual you can perform every morning:

Today is a gift, I will not squander it.
Now is the time to be intentional and proactive, not next Monday, but today.
Today is an opportunity to learn, I will be a sponge.
Today I will show my family that I love them.
It is a privilege to work for them and for our joint prosperity.
I welcome the chance.
Today I will pray.
Today I will take time for me by exercising and being a good steward of the only body i’m given.
I will give myself grace when I need to.
I am humble and grateful for another day like today, when my actions will illustrate my principles.

If there was a “FOLLOW” button after that, would you click it?


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