Turning a spark of an idea into a cohesive, persuasive ad—now that’s the sweet spot for any marketer. As a word-nerd who built a career out of crafting clever phrases, I’ll tell anyone that writing copy is easily the most fun part of my job.
But let’s be honest, even for people like us, there’s one part that can kill the creative buzz: coming up with a CTA.
You’ve poured your heart into creating an ad that sings, only to have it fall flat with an uninspired “Click Here” or a boring “Read More.” Your ad deserves better, and so does your audience.
Want a simple trick to shake things up? Say hello to the CTA’s cooler, more effective sibling: the Call-to-Outcome.
What Is a Call-to-Outcome?
A Call-to-Outcome (CTO) goes beyond simply telling your audience what to do next—it taps into what they’ll gain by taking that action. It shifts the focus from the process (like clicking a button) to the reward or benefit that the user will experience.
Instead of directing users with a flat "Sign Up Now," a CTO paints a picture of the desired result, like "Unlock Exclusive Savings" or "Start Your Journey to Better Health."
In other words, a CTA asks for an action, while a CTO promises an outcome.
Why It’s a Superior Tactic
The traditional call-to-action approach can feel transactional—it's all about completing a task, which doesn’t always motivate or inspire the audience.
On the other hand, a Call-to-Outcome drives home the value before the action, creating a deeper emotional connection. When you tell someone what they stand to gain, you’re giving them a reason to invest their time or effort.
In a world where consumers are inundated with ads, a CTA can be easy to overlook, but a compelling outcome sparks curiosity and excitement. It transforms the user experience from passive interaction to active engagement, making them more likely to follow through.
How to Incorporate Calls-to-Outcome into Your Ad Creative
To start using Calls-to-Outcome, you need to focus on the why behind the action. Think about the ultimate benefit your product or service offers and use that to frame your message. Here’s a simple formula to follow:
Identify the key benefit – What is the most compelling value you’re offering? Whether it’s saving money, improving quality of life, or gaining access to something exclusive, make this the core of your message.
Use action-oriented language – Keep the energy of a traditional CTA, but pair it with a result. Instead of "Download the Guide," try "Get Insider Tips Today."
Appeal to emotion – People are motivated by emotions, so highlight the feeling associated with the outcome. Use phrases like “Experience peace of mind” or “Achieve your goals” to create an emotional pull.
Stay clear and concise – While you’re adding more meaning to the message, don’t overwhelm the user. The key is to keep the phrasing tight but impactful. Something like “See How Much You Could Save” is powerful yet to the point.
Calls-to-Outcome in Action
Instead of: “Start Your Free Trial”
Try: “Discover How Our Service Transforms Your Process”
Instead of: “Buy Now”
Try: “Get the Solution You’ve Been Searching For”
Instead of: “Subscribe to Our Newsletter”
Try: “Stay Ahead with Weekly Expert Insights”
By reworking your CTAs into Calls-to-Outcome, you’re positioning your ad as more than just a transaction—you’re offering a promise of value. It’s a simple but powerful shift that can elevate your ad copy and drive stronger engagement with your audience.
Look, if you spend enough time poking around this very website, you’re bound to stumble upon some uninspired, boring old CTAs. Go ahead—find them and have a chuckle at my expense. (Hey, look - I'm improving already!)
But seriously, while none of us are perfect, the Call-to-Outcome is an aspirational framework we can all benefit from adding to our copywriting toolbox. By focusing on what your audience will gain, rather than just what you want them to do, you’ll create more engaging, impactful ads that drive results—and leave behind those generic, forgettable CTAs for good.
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