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The secret to writing a call to action in a persuasive speech

Secret to writing a CTA in a persuasive speech header

Nancy Duarte

A well constructed and delivered presentation changes minds and ignites action.

Yet, there’s a key part of a presentation that doesn’t get mentioned enough — the call to action or CTA — and, a clear CTA creates a critical turning point in your presentation (or any other form of persuasive communications too).

The call to action which comes right before the end of a persuasive speech is where you clearly tell the audience a role they can play after they leave your talk. The CTA gives audience members concrete tasks to tackle, and these tasks are ones that must be completed in order to bring your ideas to fruition. And, it’s a key part of what makes your speech persuasive.

An audience might be thoroughly gripped by your narrative and convinced to believe what you do–but if they leave not knowing what they are supposed to do with your ideas, your presentation will have been–essentially–fruitless.

Because CTAs are such an important part of a presentation, it’s essential to make sure that the one you deliver lands with the people hearing it. The way to ensure that you write a call to action that persuades is to keep in mind that one size does NOT fit all—and you’ve got to tailor your CTAs.

People respond to different types of calls to action based on their temperaments, daily activities, goals, and more. So, it’s important to get to know who is in your audience before you decide how you’re going to deliver their post-talk “to-dos.” Once you do, you can ensure your call actually gets a response.

Who is in your audience, and what makes them tick?


There are four distinct skills your audience brings to help with your CTA: Doers, Suppliers, Influencers, and Innovators. To get your audience to act, your CTAs have to strike a chord and make sense with the skills they bring to the table. Taking action will seem natural for them when they can respond with an action that resonates with them. Audiences have a mix of all these skills, and you should appeal to each of them in your presentations.

Getting “doers“ to do something

Doers are the worker bees of an organization. They are the ones that hear what needs to get done – and then do it. Doers don’t shy away from physical tasks, and have the ability to round up the troops to inspire action in others, as well. Doers make an organization run, day in and day out.

If you’re speaking to doers, you’ll want to craft your CTA so that it includes action words that clearly explain what the doers should do. You may want to ask them to assemble, gather, attempt, or respond.

Motivating suppliers to share

Suppliers are usually not as action-oriented as doers. However, they have a lot of resources at their disposal – like money, manpower, materials, etc. Because of the amount of resources they have, suppliers have the means to help people move forward. They can get you what you resources you don’t have yourself.

Suppliers in your audience may be execs who could give you staff–or, investors who are trying to decide whether they want to put their money into a venture – or not.

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To appeal to suppliers, you need to use different words than you did with the doers, since they’re not the ones that are going to be hitting the ground running to complete tasks. Instead, you’ll want to ask them to share their resources. You may want to use words like acquire, fund, support, or provide. These can help to appeal to the fact that they have something to give in order to make a change happen.

Influencing on your behalf

Influencers have the power to sway . They can change the minds of individuals and groups – large or small. Influencers are the people who mobilize others. They also evangelize ideas, and they know how to get people to change their beliefs and behavior.

Many influencers are leaders and others look up to them and follow their advice. Influencers can also be people in the spotlight, who people tend to be examples–like celebrities or public figures.

When you craft a call to action for an audience of influencers, you want to appeal to their ability to appeal to other people. Great call to action phrases for influencers include empower, convert, or promote. Many have social channels where they can share with others what you need for your idea to become reality.

Inviting others to innovate

The last type of audience member is the innovator. Innovators are people who can think outside of the box when they hear an idea, then think of ways to modify that idea. Innovators have outstanding brains in their heads. They can dream up strategies, clarify perspectives, and invent products. These people can generate something new where nothing existed before.

Anybody can be an innovator. But, often, innovators are founders of companies or creators of new products. They can be engineers, artists, or entrepreneurs; they handle fewer day-to-day tasks and more of the conceptual work.

To get support from an innovator, appeal to their ability to create things. The best call to action phrases for innovators include offers to invent, discover, pioneer, or create. You want to spur an audience of innovators to leave ready to make something new.

Make taking action sound irresistible

Appealing to what motivates various audience members is important to inspire action. However, to make sure your well-tailored CTAs lands, you shouldn’t end with your call to action. Nobody ever wants to simply be saddled with a lengthy to-do list.

Instead, after you deliver your CTA, paint a picture of what is going to happen for audience members once they complete the requested action. Throwing out a CTA creates curiosity for listeners; they want that curiosity satisfied by understanding what will happen after the action is over. This satisfaction – and a picture of what the future could look like – will inspire people to act.

Alfred Chuang, founder and CEO of Magnet Systems, recently delivered a UC Davis Commencement speech that contained an example of powerful a CTA that describes what will happen if listeners choose to act. Chuang encouraged the audience of engineering graduates to keep working on innovative projects and to accept the power of an immigrant-rick workforce.

He ended: “A new world is on the horizon. And it will be more incredible than any of us can possibly imagine. Our greatest innovations are ahead of us, not behind. But we need great engineers to build that world for us. And that’s you. We need you to not give up. Ever. We need you to finish your projects. Done, done, done. We need you to leverage the power of an immigrant-rich workforce. And we need you all to be a little insane.”

If you deliver a presentation that is gripping and empathetic, you’ve almost delivered the perfect presentation. All that’s left is including a CTA that clearly explains what listeners could do to help push your idea forward –and an ending that paints a picture of what the world will look like if they help. Then, you can leave your presentation knowing that you’ve delivered a talk that’s going to move people to act.

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Essay Papers Writing Online

Effective strategies for crafting a compelling persuasive essay.

Steps to write a persuasive essay

When it comes to making a compelling argument, a persuasive essay can be a powerful tool. Whether you’re trying to convince your audience of a certain viewpoint or persuade them to take a specific course of action, crafting a persuasive essay requires careful planning and execution.

From choosing a strong thesis statement to providing evidence to support your claims, every step in the process plays a crucial role in the overall effectiveness of your essay. In this step-by-step guide, we will walk you through the key components of crafting an impactful persuasive essay that will leave a lasting impression on your readers.

Defining the Purpose: What Makes an Effective Persuasive Essay

Before diving into crafting a persuasive essay, it is crucial to understand the purpose and goal of this type of writing. A persuasive essay aims to convince the reader of a particular viewpoint or argument by presenting logical and well-supported evidence. The key features of an effective persuasive essay include:

  • Clear Thesis Statement: The essay should start with a clear and concise thesis statement that presents the main argument or position.
  • Focused and Organized Structure: The essay should follow a logical structure with each paragraph focusing on a specific point and supporting evidence.
  • Evidence and Examples: Supporting the argument with credible evidence, facts, statistics, and real-life examples strengthens the persuasiveness of the essay.
  • Engaging Introduction: An engaging introduction that grabs the reader’s attention and provides background information on the topic is essential.
  • Counterarguments: Acknowledging and addressing counterarguments strengthens the overall credibility of the essay.
  • Call to Action: Ending the essay with a strong call to action or a compelling conclusion to leave a lasting impact on the reader.

By defining and understanding these key components, you can craft an effective persuasive essay that not only presents a compelling argument but also persuades the reader to take action or change their viewpoint.

Researching Your Topic: Gathering Credible Information

Researching Your Topic: Gathering Credible Information

Effective persuasive essays are built on solid research. To craft a compelling argument, it’s crucial to gather credible information that supports your thesis. Here are some essential steps to research your topic effectively:

1. Define Your Topic: Start by clearly defining the specific topic or issue you want to address in your essay. This will help you narrow down your research and focus on relevant information.

2. Identify Reliable Sources: Look for reputable sources such as academic journals, books, government publications, and credible websites. Avoid relying on biased or unreliable sources that could weaken your argument.

3. Conduct Thorough Research: Dive deep into your topic by exploring a variety of sources. Take notes, highlight important facts, and analyze different perspectives to gain a comprehensive understanding of the subject.

4. Verify Information: Double-check the accuracy of the information you gather. Cross-reference data from multiple sources to ensure its credibility and reliability.

5. Organize Your Research: Keep track of your sources and organize your research materials systematically. Create an annotated bibliography or a research outline to help you structure your essay effectively.

6. Stay Objective: Approach your research with an open mind and evaluate information objectively. Consider counterarguments and opposing viewpoints to strengthen your argument and address potential objections.

By investing time and effort in thorough research, you can strengthen the credibility and persuasiveness of your essay. Remember, well-researched arguments are more compelling and convincing to your audience.

Structuring Your Argument: Organizing Your Ideas

When crafting a persuasive essay, it is crucial to have a well-structured argument that effectively conveys your point of view to the reader. Organizing your ideas in a logical and coherent manner can significantly enhance the persuasiveness of your essay. Here are some key strategies for structuring your argument:

1. Introduction: Start by introducing your topic and clearly stating your thesis. This sets the tone for the rest of your essay and gives readers a roadmap of what to expect.

2. Body Paragraphs: Develop your argument in a series of body paragraphs, each focusing on a different aspect of your topic. Make sure to provide evidence, examples, and reasoning to support your points.

3. Counterarguments: Acknowledge opposing viewpoints and address them in your essay. This shows that you have considered different perspectives and strengthens your argument.

4. Conclusion: Summarize your main points and reiterate your thesis in the conclusion. Leave readers with a strong takeaway that reinforces the importance of your argument.

By organizing your ideas in a structured and coherent manner, you can effectively convey your argument and persuade your audience to see things from your perspective.

Writing the Essay: Crafting a Compelling Narrative

When crafting a persuasive essay, it is essential to focus on creating a compelling narrative that resonates with your audience. A strong narrative can captivate readers and make your arguments more persuasive.

Start by outlining the main points you want to convey in your essay. Consider the structure of your narrative and how you will present your ideas in a logical and coherent manner. Use evidence and examples to support your arguments and make them more persuasive.

Remember to engage your audience emotionally by using storytelling techniques that evoke empathy and connect with their values and beliefs. This will help make your essay more persuasive and convincing.

As you write your persuasive essay, pay attention to the flow of your narrative and ensure that each paragraph transitions smoothly to the next. Use transitional words and phrases to guide your reader through your argument and reinforce your main points.

In conclusion, crafting a compelling narrative is essential to writing an effective persuasive essay. By engaging your audience emotionally and logically, you can create a persuasive argument that leaves a lasting impact on your readers.

Revising and Editing: Perfecting Your Persuasive Essay

After you have completed the initial draft of your persuasive essay, it is crucial to spend time revising and editing your work to ensure that it is polished and effective. The revision process allows you to refine your arguments, check for logical consistency, and strengthen your overall message.

Here are some key steps to help you perfect your persuasive essay:

  • Review your thesis statement: Ensure that your thesis statement clearly expresses your main argument and is supported by evidence throughout your essay. Make any necessary revisions to strengthen your central claim.
  • Check the organization: Review the structure of your essay to ensure that it flows logically from one point to the next. Make sure that each paragraph builds on the previous one and that your arguments are arranged in a coherent manner.
  • Examine your evidence: Verify that the evidence you have presented is accurate, relevant, and effectively supports your arguments. Make any necessary adjustments or additions to strengthen your case.
  • Evaluate your language and tone: Pay attention to the language you use in your essay and consider whether it is appropriate for your audience and purpose. Ensure that your tone is persuasive and respectful, avoiding any offensive or inflammatory language.
  • Proofread for errors: Carefully proofread your essay for spelling, grammar, and punctuation errors. Check for any typos or inconsistencies that could undermine the credibility of your argument.

By taking the time to revise and edit your persuasive essay, you can ensure that your arguments are clear, compelling, and well-supported. Remember, the quality of your writing can have a significant impact on the effectiveness of your persuasive essay, so it is important to invest the necessary time and effort into perfecting your work.

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5 Keys to End Your Speech with a Great Call-to-Action

Yet many speakers miss a fantastic opportunity with a call-to-action that is wishy-washy, hypothetical, or ill-constructed. Even worse, some speakers omit the call-to-action entirely.

A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically.

In this article, we reveal the qualities of a strong speech call-to-action which will lead your audience to act.

What is a Speech Call-To-Action?

A speech call-to-action is an explicit appeal to your audience to take a specific action following your speech. A call-to-action is most often made at the conclusion of a persuasive speech.

“ If you have been persuasive and your audience is emotionally invested, the best time for action is now. ”

For example, you might call on your audience to…

  • … adopt a new business process
  • … sponsor an event
  • … attend an event
  • … fund a research initiative
  • … register to vote
  • … join a club
  • … train for a marathon
  • … read out loud to their children
  • … donate money to a charity
  • … travel to Saskatchewan
  • … buy a fire extinguisher
  • … eat more vegetables
  • … use public transit

Guidelines for a Strong Speech Call-to-Action

Your call-to-action and your approach to delivering it may vary according to your audience and your speaking style. While there is no rigid formula, there are a number of  guidelines which will improve the effectiveness of your call-to-action.

  • Make your call-to-action clear and direct.
  • Have your audience act quickly.
  • Lower barriers to action.
  • Focus on benefits for your audience.
  • Customize your call-to-action for each person.

1. Make your call-to-action clear and direct.

Don’t hint. Don’t imply. Don’t suggest.

It’s not a whisper-to-think-about- action; it’s a call-to -action.

Use direct language, and eliminate wishy-washy phrases.

  • Instead of “Maybe you could think about joining…”, say “Join…”
  • Instead of “It would be good to train for…”, say “Train for… “

Don’t assume that your audience will “figure out” what needs to be done. (I have made this mistake in the past and regretted it.) If members of your audience walk out of the room thinking “Wow, this sounds great, but I’m just not sure what to do…”, your call-to-action was not clear enough.

2. Have your audience act quickly.

If you have been persuasive and your audience is emotionally invested, the best time for action is now. The longer it takes to initiate the action, the more likely that your audience will lose motivation.

So, an ideal call-to-action is one which your audience can act on immediately, perhaps even before they leave the room. If this isn’t feasible, then aim for actions which can reasonably be completed (or at least started) within hours or a day or two.

3. Lower barriers to action.

To help your audience act quickly, eliminate as many (trivial or non-trivial) barriers as you can.

For example, ask the following questions about your audience.

  • Do they need to sign up? Bring forms and pens and pass them out.
  • Do they need to read additional information? Bring handouts, or copies of books, or website references.
  • Do they need approval before they can act? Make the first call-to-action to organize the meeting with stakeholders.
  • Do they need to pay? Accept as many forms of payment as possible.

A common psychological barrier is the perception that the suggested action is too big or too risky. This is a legitimate concern, and is often best handled by dividing the call-to-action into several small (less risky) actions.

For example, “train for a marathon” may be too large of a call-to-action for a non-runner. A better call-to-action would be to join a running club or train for a shorter race.

4. Focus on benefits for your audience.

“ A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically. ”

Always frame your call-to-action in the audience’s best interest.

For example, don’t say this:

  • What I’d really like you to do is…
  • It would make me so happy if you…
  • My foundation has set a target of X that we can reach with your help…

Making you (the speaker) happy is (probably) not highly motivating for your audience.

Instead, say this:

  • Build your financial wealth by…
  • Make your community a safer place to live for yourself and your children by…
  • When you volunteer, you build your skills and gain valuable experience…

Surround the call-to-action with a description of how their lives will be improved when they act. Paint a prosperous vision.

5. Customize your call-to-action for each person.

Audiences don’t act; individuals act. Rather than addressing the group as a whole, focus your call-to-action on each individual in your audience.

Suppose your goal is to have a new business process adopted. Each individual in the room may play a different role in accomplishing this.

  • For the person who controls the budget, the call-to-action is to allocate the necessary funds.
  • For the personnel manager, the call-to-action is to delegate staff to work on the initiative.
  • For others, the call-to-action may be to attend in-depth training about the new process.

Audience analysis is critical . If you know who is in your audience, and understand their motivations and capabilities, you will be able to personalize the call-to-action for them.

Put it into Practice

By working on the planning and execution of the call-to-action in your speeches, you’ll become a more persuasive and effective speaker.

Look back to your last persuasive speech.

  • Did you make a clear and direct call-to-action?
  • Was your audience able to act quickly on it?
  • Did you make an extra effort to lower barriers to action?
  • Did you highlight the benefits for your audience?
  • Did you address individuals rather than the group with a personal call-to-action?

If the answer to any of the above questions was “no”, then how could your call-to-action have been improved?

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This is a great article. I found in it very useful tactics. thanks a lot.

Brilliant!… can’t wait to put into action. thank you

I really like your tips #3 & 4 about focusing on audience benefits and lowering barriers to action.

Not sure how the tip about personalising the call-to-action should work though. Might you have (say) 3 calls to action if there are 3 decision-makers in the audience?

Very useful to my line of work. Thanks. Keep it up

What would be a good call to action for drug abuse?

Thank you, I found this very helpful in some situations. I definitely recommend this.

My teacher sent me here It really helped. Thank you for taking your precious time to make something to help others even though you didn’t have to. It is very much appreciated

Thank you soooo much it really helped me on my essay for school thank you so much .😊😊😊

I am working on reframing a call to action for a speech THANK YOU for the help ahead of time

How do you write a call-to-action about global warming?

I appreciate your six minute articles Thank you

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5 Keys to End Your Speech with a Great Call-to-Action https://t.co/a8rputDpUk by @6minutes — @red_suraj Nov 6th, 2017
“A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to a… https://t.co/VbYz3VcxvH — @ToppComm Jul 3rd, 2018
Ending a speech in a meaningful, impactful way is CHALLENGING! Luckily, we have helpful guidelines from @6minutes o… https://t.co/3z46iJn6Os — @speakupcamb Aug 7th, 2018
5 Keys to End Your Speech with a Great Call-to-Action https://t.co/8E7KimKeRE by @6minutes — Mel Sherwood – Pitch & Presentation Specialist (@MelSherwood_) Sep 7th, 2018
5 Keys to End Your Speech with a Great Call-to-Action https://t.co/vkMpPLLHwK by @6minutes — Marcie Hill (@Marcie_Hill) Sep 17th, 2018
5 Keys to End Your Speech with a Great Call-to-Action https://t.co/W8ctelzMPc — @surajd_ Oct 25th, 2018
As a #publicspeaker, you want to see your listeners taking action because of you. To help your audience take action… https://t.co/d4Vf5nSgtS — @GregoryCNSmith Nov 14th, 2018
What is a Speech Call-To-Action? In this article, we reveal the qualities of a strong speech call-to-action which w… https://t.co/nrUtrhIzPS — Free You Up VA (@freeyouupva) Dec 29th, 2018
As Toastmasters, or public speakers, we are usually trying to persuade our audience to take action. Check out his… https://t.co/Tf9LF5ocKj — IS Toastmasters 1424 (@istm1424) Mar 4th, 2019
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Call To Action In Writing: 7 Powerful Examples

Call To Action In Writing: 7 Powerful Examples

Careful attention to CTA (call to action) copywriting is the difference between brands that drive conversions and those that only drive traffic.

Brands that slap a “Buy Now” button on a page and call it a day wonder why their campaigns fail to convert. Companies that engage in strategic CTA testing continue to drive success metrics like CTR (click-through rate) up and to the right.

CTA testing is paramount because it’s not always obvious what needs to happen for your business. Landing page platform Unbounce boosted conversion rates by 90% by changing their CTA copy from “Start your 30-day trial” to “Start my free 30-day trial.” 

In this article, we’ll explore seven powerful CTA examples from high-performing companies. You’ll learn what makes them so convincing so that you can apply these lessons in your own CTA writing.

Table of contents

  • CTAs drive the buying journey 
  • Use Voice of Customer research to understand buyer goals 

Start with an imperative (command verb)

  • Leverage power words to build excitement 
  • 1. Pipedrive removes barriers to conversion 

2. ActiveCampaign makes it clear what customers are signing up for

3. wordable talks results.

  • 4. Jasper speaks directly to a common pain point 

5. Emma builds intrigue by keeping it concise

6. betterhelp solves three objections in just three words.

  • 7. ClickUp backs up its claim with a compelling guarantee 

What is a call to action in writing? 

Your call to action is the prompt you give readers or users to take a desired action.

That action might be to:

  • Download an ebook or guide;
  • Sign up for a free trial;
  • Register for an upcoming webinar;
  • Browse products in your online store;
  • Book a sales demonstration.

CTAs are a critical component of marketing material. It’s the point where you tell your reader to do something.

CXL use them on landing pages to invite customers to trial top marketing courses:

Screenshot of CXL Homepage

SEO tool Clearscope invites users to join their Director of SEO in a webinar.

Screenshot of Clearscope Inviting Users on their Webinar

And revenue intelligence platform Gong uses CTAs at the end of blog posts to guide readers to additional content they may find valuable:

Screenshot of Gong’s CTA at the end of their blog post

At the most basic level, these CTAs exist to give customers their next step in the buying journey.

CTAs drive the buying journey 

A CTA in a brand awareness campaign will look entirely different from a CTA meant to drive sales at the bottom of the funnel.

Take this post from Mailchimp on email marketing benchmarks. Most readers will land on this page after searching for “email marketing benchmarks” on Google.

Screenshot of Google showing result for the search query “Email Marketing Benchmarks”

Mailchimp knows, then, that the user’s search intent is to learn more about the subject of email marketing, not about Mailchimp and its features.

So, the CTA at the bottom of this blog post directs readers to related concepts, several of which are more prescriptive and action-focused than email marketing benchmarks (a powerful way to build value for the customer and to establish your brand as an authority).

Screenshot of Related Concepts CTA

Strong CTAs go beyond “buy now”  

The traditional answer as to why CTAs are important is that “customers don’t take action unless they’re told what to do.” 

While this is true, it’s not the whole story. A strong call to action doesn’t just provide a path forward but removes any barriers or objections.

Consider the CTA “Sign up now” on a SaaS product landing page. This raises several buyer objections:

  • Do I have to pay?
  • How much does it cost?
  • Am I locked into a contract?
  • How long is the contract?
  • What payment methods are available?

Effective CTA writing can overcome these objections simply by altering the wording.

Copper uses the copy “Try Free” to preempt and solve these objections.

Screenshot of Copper Website Homepage

The word “Free” eliminates any concerns about cost, and the addition of the term “Try” implies a trial period, so there is no risk of signing up for a lengthy contract.

How to write a call to action that converts 

CTA writing is a form of persuasive writing . Your goal is to convince readers to take a given action in as few words as possible.

A strong understanding of buyer psychology and buyer intelligence will be helpful here. You can also fast-track results with these CTA writing techniques. 

Use Voice of Customer research to understand buyer goals 

Voice of Customer research uses qualitative and quantitative research to uncover the wants and needs of buyers in their own words.

Then, you’ll use these insights verbatim (or close to) in your marketing material to resonate with customer desires.

This is how Copyhackers wrote Beachway Therapy Center’s landing page to drive 400% more click-throughs on the CTA. 

The group mined Amazon addiction book reviews to learn about wants and pains and note memorable phrases.

Screenshot of Amazon addiction book reviews 

Within those reviews, they caught recurring themes and identified the messaging that resonates with their customer base. The group then applied that copy to the landing page.

Screenshot of Beachway Therapy Center Homepage

Messaging strategy agency Make Mention learned that the CTA for their client, “Start with the first hour free,” was asking for too much too soon.

Screenshot of CTA that was created by Make Mention Media to one of their clients

The group conducted online and email surveys and learned that users struggled to understand the course’s value and encountered friction because objections weren’t addressed.

Make Mention redid the page, injecting several phrases from the customers’ vocabulary, including: 

  • “practical exercises”;
  • “getting your first developer job.”

They also directed the CTA button to lead to an alternative page where customers can learn more about the course.

Screenshot of Learn Visual Studio Website Homepage

Make Mention helped customers get more information before asking for the sale, and critically, they used the language customers use. This tweak boosted conversions on the CTA button by over 66%, leading to more check-outs from the Curriculum page than the Pricing page.

A good general rule to follow in CTA writing is to always start with an imperative. Imperatives are action words; they tell the reader to do something.

Powerful examples of action phrases include:

  • Learn; 

SparkToro demonstrates two examples of imperatives in action with their buttons: “Try SparkToro for free” and “See Pricing.”

Screenshot of Sparktoro Website Homepage

Preempt and eliminate objections 

Effective call to action writing preempts objections and eliminates them early.

Take Buzzsumo , which clarifies that new users don’t have to pay a cent for 30 days, obliterating worries about forgetting they’ve started the trial and purchasing accidentally.

Screenshot of Buzzsumo CTA

The most common objections you’ll face are:

  • Cost (Is there one? And if so, how much?);
  • Time (How long is this going to take?);
  • Commitment (Am I locked into anything?).

For cost objections, use terms like “free” and “no credit card required” to clarify that there is no cost involved.

For time objections, phrases like “instantly,” “in 2 minutes,” and “now” communicate that the action will take place quickly.

Solve commitment objections by clearly outlining the trial length (“Try free for 14 days”) or with terms like “free forever” and “no credit card.”

Leverage power words to build excitement 

Command words tell readers what to do. Power words make them feel excited about doing it. Combining the two is what motivates users to take action.

Examples of convincing power words to use in your CTA writing include:

  • Classified;
  • Minimalist;
  • Irresistible;
  • Effortless.

For example, GAP uses the term “unique” to encourage users to sign up for their mailing list (in exchange for a 25% discount).

Screenshot of Gap’s CTA that appears on their website homepage

Create a sense of urgency to inspire immediate action 

Great call to action writing inspires readers to take action now . When done well, they create buyer FOMO (fear of missing out), motivating website visitors to act immediately.

Words like “now,” “instantly,” “limited time,” and “today” are a good starting point but are best supplemented with urgent imperatives like “seize,” “gain,” and “access.”

Youprenuer combines the imperative “Get” with the urgency-building power word “Instant” to build a compelling CTA for their email list.

Screenshot of Youprenuer CTA on their Email List

Use mystery to generate curiosity 

In certain cases, you’ll want to avoid mystery altogether. For instance, when crafting a CTA designed to motivate readers to sign up for a free trial, we want to clarify what customers are getting into.

But curiosity can work in our favor for downloadable content like ebooks and guides.

Terms like “discover,” “see what’s inside,” and “get the secrets” are powerful curiosity-builders that can help motivate readers to hand over their email addresses in exchange for the promised value.

“Explore” is a great example of a curiosity-building word to include in your CTAs, as demonstrated by premium vodka brand Grey Goose .

Screenshot of Grey Goose Explore CTA on their Website Homepage

Back up your claims with social proof 

CTA copy doesn’t need to sit on its own.

Great CTA writers supplement copy with social proof (testimonials, reviews, logos) to give more gravity to their message and build trust with skeptical buyers.

Juro , for example, supplements their “book a demo” CTA with review ratings from Capterra and G2.

Screenshot of Juro “book a demo” CTA webpage

7 impressive calls to action (and why they work so well) 

Ultimately, A/B testing and experimentation will help you uncover your purpose’s perfect call to action.

Use these examples as a jumping-off point, and tweak and test as appropriate.

1. Pipedrive removes barriers to conversion 

One of the biggest factors preventing readers from converting is the unknown. When faced with a CTA like “Start now,” customers wonder internally:

  • What’s involved in starting?
  • Do I need to get my credit card out?
  • What exactly am I committing to?

You can solve these objections before they arise with careful copywriting.

Pipedrive’s homepage CTA section is a powerful example of this. 

Screenshot of Pipedrive’s homepage CTA

The green “Start free” call to action button immediately tells readers there’s no cost involved. The supplementary “No credit card required” copy below also helps users overcome this objection.

The addition of the simple “Full access” answers the question, “But am I just signing up to a limited version, and will I need to pay to access more sophisticated features?”

Lastly, Pipedrive does a great job of communicating why readers should click that CTA button (because Pipedrive users close 28% more deals after their first year using the CRM).

Takeaways from Pipedrive’s CTA example:

  • Incorporate terms like “free” and “no credit card” to solve cost objections;
  • Make it clear to users what they’re signing up for (e.g., full platform access);
  • Use compelling social proof to communicate the why (answer the question, “What’s in it for me?”.

Average CTA writing leaves readers guessing:

  • What am I signing up for exactly?
  • What happens next?
  • What if I don’t like what I see?
  • Am I going to get hounded by a sales rep?

Strong CTA writing makes a reader’s next steps abundantly clear.

Take ActiveCampaign .

The exit popup on their email marketing product page aims to capture a reader’s interest (and email address) before they leave ActiveCampaign’s site.

Screenshot of Activecampaign’s exit popup on their email marketing product page

A simple “Download our guide” wouldn’t be sufficient. Those who leave a landing page without clicking an in-page CTA are clearly unconvinced, so any copy in an exit popup must be especially persuasive.

ActiveCampaign nails this in their header copy.

“Use these 6 emails for your welcome series” tells readers precisely what they’ll receive. 

The use of the term “free” in the body copy eliminates cost objections, and the addition of the bracketed “to get more sales w/o more work” puts the offer in the context of the result, answering the reader’s question, “What’s in it for me?”

“Send me the free guide” (the copy in the CTA itself) is reader-focused (written in first person) and reiterates that there’s nothing to lose as the guide is free.

Lastly, the copy below the CTA button (“We do not sell or share your information with anyone”) works to convince even the most skeptical reader that they’re signing up for a safe offer.

Takeaways from ActiveCampaign’s CTA example:

  • Make it abundantly clear what readers are going to receive;
  • Solves the cost objection by doubling down on terms like “free”;
  • Put your offer in the context of results (answer “What’s in it for me?”);
  • Assure readers that their personal information will remain anonymous and won’t be sold or shared.

Vague, convoluted statements (“Helping ambitious creators design better futures”) don’t convert.

Concise, solution-focused calls to action that speak directly to outcomes (in your customers’ language) do.

Take Wordable , a platform that connects Google Docs with WordPress, HubSpot, and Medium, allowing high-volume content producers to publish to their blog in seconds.

Screenshot of Wordable CTA on their website homepage

Wordable doesn’t waste time telling readers how they’ll “Streamline and transform their content operations processes.” Instead, they jump straight to results:

  • Publish in just one click;
  • Export in seconds rather than hours;
  • Cut back on VA or employee costs;
  • Save as much as 100 hours per week in publishing time.

Then, Wordable delivers a persuasive offer, five free exports (notice the imperative “Get” kicking off the CTA copy), and eliminates any commitment objections by including the phrase “No credit card required.”

Prospects who read this CTA (and accompanying copy) aren’t left wondering what Wordable can do for them. They know exactly what problem it will solve and the results they can expect from hitting that CTA button.

Takeaways from Wordable’s CTA example:

  • Speak your customers’ language (and avoid convoluted, vague, jargon-filled copy);
  • Get straight to the results (What outcomes can your customer expect?);
  • Back up “free” usage claims and solve commitment objectives by not requiring a credit card.

4. Jasper speaks directly to a common pain point 

Though actual figures are hard to come by, marketers estimate that the average consumer sees between 4,000 and 10,000 ads per day . 

Unsurprisingly, users see a large chunk of these ads ( 33% ) on social media platforms.

If you’re going to stand out from the other 3000+ ads your audience sees on these sites, you need to connect directly with their most critical challenges.

Take Jasper , an AI copywriting assistant.

Jasper’s Facebook ad speaks directly to a target audience pain point: content marketing is a time-consuming, labor-intensive process.

Screenshot of Jasper Facebook Ad

The video used in this digital ad is effective in and of itself (it shows the product in action, overlaid with a simple message “Write 10x faster”), but the copy below is what makes this a good CTA example:

“Create high-quality articles in seconds.”

First, Jasper begins with the action verb “create” before describing the desired outcome (high-quality articles) and the compelling benefit of their product (in seconds).

In just six words, Jasper communicates how its platform solves a common challenge for ecommerce site owners, social media managers, and digital marketing professionals. 

Takeaways from Jasper’s CTA example:

  • Identify a pain point that resonates with potential customers;
  • Communicate how you’ll solve that pain point (i.e., your value proposition);
  • Describe this benefit concisely, putting the reader as the subject.

Often, the best call-to-action examples are those that are concise. This is an especially powerful technique when writing CTAs designed to promote downloadable content such as guides, ebooks, and checklists, as it can double as an intrigue-builder.

Take email marketing platform Emma , whose simple CTA “See How” is a compelling example of how much you can achieve with just two words.

Screenshot of Emma’s “See How” CTA on Email

Of course, this CTA is only effective in the context of what you’ve said before:

  • Your email marketing campaigns can be better (probably);
  • We’re going to give you a framework for improving them.

This is an intriguing proposition (readers are asking, “Can I get more from my existing email list?”).

The call to action “See How” builds on this intrigue, inviting readers to click through and answer the question themselves.

Takeaways from Emma’s CTA example:

  • Introduce a common problem;
  • Imply that you’ll help readers solve it;
  • Keep your CTA copy short and sweet to leverage that curiosity.

Skilled CTA writers understand how readers will respond to an offer and what objections or roadblocks will appear to prevent conversion.

Then, they address these objections directly in their copy.

Take BetterHelp , an online therapy platform that uses social media advertising in its demand generation strategy .

Screenshot of Betterhelp Facebook Ad

The intention of the above ad isn’t to convert readers into paid subscribers. It’s simply to convince ad viewers to click through to BetterHelp’s website and learn more about their product.

But, BetterHelp knows that while this is a low-commitment ask, prospective customers will have many concerns:

  • What will others think if they find out I’m using online therapy?
  • I’m busy. I don’t think it will fit around my schedule.
  • Isn’t therapy usually super expensive?

BetterHelp solves all three objections using just three words: 

  • Discreet (Nobody will even know I’m using BetterHelp).
  • Convenient (Therapy appointments are flexible).
  • Affordable (BetterHelp is more cost-effective than traditional therapy solutions).

In this example, these three words supplement the actual call to action copy, “Online Therapy on Your Schedule,” reiterating that BetterHelp’s therapists are flexible about appointment times.

Takeaways from BetterHelp’s CTA example:

  • Put yourself in the reader’s shoes: What concerns might they have that could prevent them from converting?
  • Ask: What can we communicate that would quell these concerns?
  • Test: What’s the best word (or phrase) to communicate that with as few words as possible?

7. ClickUp backs up its claim with a compelling guarantee 

Convincing calls to action often make impressive claims.

But today’s consumers aren’t easily convinced, so if you make bold claims, be prepared to back them up.

Take ClickUp , which guarantees new users will save one day every week.

Screenshot of ClickUp CTA with a compelling guarantee that can be found on their website

That’s a big promise, but ClickUp backs it up by providing context to their claim (we analyzed over 4,000 teams) and supplementing the popup ad with several impressive logos (Samsung, Netflix, IBM.)

But the real winner here is ClickUp’s CTA copy.

“Get More Time” is all about the result. It’s not about what ClickUp wants (“Sign up today”). It’s about what the customer needs .

Takeaways from ClickUp’s CTA example:

  • If you’re going to make a bold claim, be prepared to back it up;
  • Use customer logos as social proof to back up such statements;
  • Frame your CTA copy from the customer’s perspective, not yours.

These call-to-action examples are a solid starting point for designing high-performing CTAs that resonate with your own audience. What works for these brands may not work for yours, so it’s always better to hypothesize and test.

CTAs that convert at high rates come from strategic experimentation. This is the only way to determine whether the word “Get” performs better than “Sign up” or “Access” for a given call to action. And it’s one of the best ways to see real business growth . Check out our A/B testing tutorial today, and become a CTA testing pro.

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what is the call to action in a persuasive essay

Writing a Persuasive Essay

Persuasive essays convince readers to accept a certain perspective. Writing a persuasive essay therefore entails making an argument that will appeal to readers, so they believe what you say has merit. This act of appealing to readers is the art of persuasion, also known as rhetoric. In classical rhetoric, persuasion involves appealing to readers using ethos, pathos, and logos.

In this tutorial, we refer to the sample persuasive draft and final paper written by fictional student Maggie Durham.


Ethos refers to establishing yourself as a credible source of information. To convince an audience of anything, they must first trust you are being earnest and ethical. One strategy to do this is to write a balanced discussion with relevant and reliable research that supports your claims. Reliable research would include quoting or paraphrasing experts, first-hand witnesses, or authorities. Properly citing your sources, so your readers can also retrieve them, is another factor in establishing a reliable ethos. When writing for academic purposes, expressing your argument using unbiased language and a neutral tone will also indicate you are arguing fairly and with consideration of others having differing views.

When you appeal to your readers’ emotions, you are using pathos. This appeal is common in advertising that convinces consumers they lack something and buying a certain product or service will fulfill that lack. Emotional appeals are subtler in academic writing; they serve to engage a reader in the argument and inspire a change of heart or motivate readers toward a course of action. The examples you use, how you define terms, any comparisons you draw, as well as the language choices you use can draw readers in and impact their willingness to go along with your ideas.

Consider that one purpose of persuasion is to appeal to those who do not already agree with you, so it will be important to show that you understand other points of view. You will also want to avoid derogatory or insulting descriptions or remarks about the opposition. You wouldn’t want to offend the very readers you want to persuade.

Establishing an appeal of logos is to write a sound argument, one that readers can follow and understand. To do this, the facts and evidence you use should be relevant, representative, and reliable, and the writing as a whole should be well organized, developed, and edited.


Step one: determine the topic.

The first step in writing a persuasive essay is to establish the topic. The best topic is one that interests you. You can generate ideas for a topic by prewriting, such as by brainstorming whatever comes to mind, recording in grocery-list fashion your thoughts, or freewriting in complete sentences what you know or think about topics of interest.

Whatever topic you choose, it needs to be:

  • Interesting : The topic should appeal both to you and to your intended readers.
  • Researchable : A body of knowledge should already exist on the topic.
  • Nonfiction : The information about the topic should be factual, not based on personal opinions or conspiracy theories.
  • Important : Your reader should think the topic is relevant to them or worthy of being explored and discussed.

Our sample student Maggie Durham has selected the topic of educational technology. We will use Maggie’s sample persuasive draft and final paper as we discuss the steps for writing a persuasive essay.

Step Two: Pose a Research Question

Once you have a topic, the next step is to develop a research question along with related questions that delve further into the first question. If you do not know what to ask, start with one of the question words: What? Who? Where? When? Why? and How? The research question helps you focus or narrow the scope of your topic by identifying a problem, controversy, or aspect of the topic that is worth exploration and discussion. Some general questions about a topic would be the following:

  • Who is affected by this problem and how?
  • Have previous efforts or polices been made to address this problem? – What are they?
  • Why hasn’t this problem been solved already?

For Maggie’s topic of educational technology, potential issues or controversies range from data privacy to digital literacy to the impact of technology on learning, which is what Maggie is interested in. Maggie’s local school district has low literacy rates, so Maggie wants to know the following:

  • Are there advantages and/or disadvantages of technology within primary and secondary education?
  • Which types of technology are considered the best in terms of quality and endurance?
  • What types of technology and/or programs do students like using and why?
  • Do teachers know how to use certain technologies with curriculum design, instruction, and/or assessment?

Step Three: Draft a Thesis

A thesis is a claim that asserts your main argument about the topic. As you conduct your research and draft your paper, you may discover information that changes your mind about your thesis, so at this point in writing, the thesis is tentative. Still, it is an important step in narrowing your focus for research and writing.

The thesis should

1. be a complete sentence,

2. identify the topic, and

3. make a specific claim about that topic.

In a persuasive paper, the thesis is a claim that someone should believe or do something. For example, a persuasive thesis might assert that something is effective or ineffective. It might state that a policy should be changed or a plan should be implemented. Or a persuasive thesis might be a plea for people to change their minds about a particular issue.

Once you have figured out your research question, your thesis is simply the answer. Maggie’s thesis is “Schools should supply technology aids to all students to increase student learning and literacy rates.” Her next step is to find evidence to support her claim.

Step Four: Research

Once you have a topic, research question, and thesis, you are ready to conduct research. To find sources that would be appropriate for an academic persuasive essay, begin your search in the library. The Purdue Global Library has a number of tutorials on conducting research, choosing search teams, types of sources, and how to evaluate information to determine its reliability and usefulness. Remember that the research you use will not only provide content to prove your claim and develop your essay, but it will also help to establish your credibility as a reliable source (ethos), create a logical framework for your argument (logos), and appeal to your readers emotionally (pathos).

Step Five: Plan Your Argument; Make an Outline

Once you have located quality source information—facts, examples, definitions, knowledge, and other information that answers your research question(s), you’ll want to create an outline to organize it. The example outline below illustrates a logical organizational plan for writing a persuasive essay. The example outline begins with an introduction that presents the topic, explains the issue, and asserts the position (the thesis). The body then provides the reasoning for the position and addresses the opposing viewpoints that some readers may hold. In your paper, you could modify this organization and address the opposing viewpoints first and then give the reasoning for your viewpoints, or you can alternate and give one opposing viewpoint then counter that with your viewpoint and then give another opposing viewpoint and counter that with your viewpoint.

The outline below also considers the alternatives to the position—certainly, there are other ways to think about or address the issue or situation. Considering the alternatives can be done in conjunction with looking at the opposing viewpoints. You do not always have to disagree with other opinions, either. You can acknowledge that another solution could work or another belief is valid. However, at the end of the body section, you will want to stand by your original position and prove that in light of all the opposing viewpoints and other perspectives, your position has the most merit.

Sample Outline of a Persuasive Argument

  • 1. Introduction: Tell them what you will tell them.
  • a. Present an interesting fact or description to make the topic clear and capture the reader’s attention.
  • b. Define and narrow the topic using facts or descriptions to illustrate what the situation or issue is (and that is it important).
  • c. Assert the claim (thesis) that something should be believed or done about the issue. (Some writers also briefly state the reasons behind this claim in the thesis as Maggie does in her paper when she claims that schools should supply tablets to students to increase learning , engagement, and literacy rates ).
  • 2. Body: Tell them.
  • a. Defend the claim with logical reasons and practical examples based on research.
  • b. Anticipate objections to the claim and refute or accommodate them with research.
  • c. Consider alternate positions or solutions using examples from research.
  • d. Present a final point based on research that supports your claim in light of the objections and alternatives considered.
  • 3. Conclusion: Tell them what you told them.
  • a. Recap the main points to reinforce the importance of the issue.
  • b. Restate the thesis in new wording to reinforce your position.
  • c. Make a final remark to leave a lasting impression, so the reader will want to continue this conversation and ideally adopt the belief or take the action you are advocating.

In Maggie’s draft, she introduced the topic with facts about school ratings in Texas and then narrowed the topic using the example of her local school district’s literacy rates. She then claimed the district should provide each student a tablet in order to increase learning (and thus, literacy rates).

Maggie defends her claim with a series of examples from research that proved how access to tablets, technology-integrated curriculums, and “flipped classrooms” have improved literacy rates in other districts. She anticipates objections to her proposal due to the high cost of technology and counter argues this with expert opinions and examples that show partnerships with businesses, personalized curriculums that technology makes possible, and teacher training can balance the costs. Maggie included an alternative solution of having students check out tablets from the library, but her research showed that this still left students needing Wi-Fi at home while her proposal would include a plan for students to access Wi-Fi.

Maggie concluded her argument by pointing out the cost of not helping the students in this way and restated her thesis reaffirming the benefits, and then left the reader with a memorable quote.

Click here to see Maggie’s draft with feedback from her instructor and a peer. Sample Persuasive Draft

Feedback, Revision, and Editing

After you write a draft of your persuasive essay, the next step is to have a peer, instructor, or tutor read it and provide feedback. Without reader feedback, you cannot fully know how your readers will react to your argument. Reader feedback is meant to be constructive. Use it to better understand your readers and craft your argument to more appropriately appeal to them.

Maggie received valuable feedback on her draft from her instructor and classmate. They pointed to where her thesis needed to be even more specific, to paragraphs where a different organization would make her argument more convincing, to parts of the paper that lacked examples, sentences that needed revision and editing for greater clarity, and APA formatting that needed to be edited.

Maggie also took a critical look at her paper and looked back at her writing process. One technique she found helpful was to read her paper aloud because it let her know where her wording and organization were not clear. She did this several times as she revised and again as she edited and refined her paper for sentence level clarity and concision.

In the end, Maggie produced a convincing persuasive essay and effective argument that would appeal to readers who are also interested in the way technology can impact and improve student learning, an important topic in 2014 when this paper was written and still relevant today.

Click here to see Maggie’s final draft after revising and editing. Sample Persuasive Revised

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Persuasive Essay Outline – Examples, Templates & Structure

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Amanda Green was born in a small town in the west of Scotland, where everyone knows everyone. I joined the Toastmasters 15 years ago, and I served in nearly every office in the club since then. I love helping others gain confidence and skills they can apply in every day life.

Writing a good persuasive essay can help convince others of a point that means a lot to you. It can be anything from an environmental crisis to something as simple as the importance of ebooks to the modern reader. But how do you write a persuasive essay? Where do you even start? Right here! I’ll explain everything you need to know and even show you an example of a persuasive essay.

What Is a Persuasive Essay?

what is the call to action in a persuasive essay

Persuasive essays are meant to convince someone or a group of people to agree with you on a certain topic or point of view. As the writer, you’ll use definitive evidence, simple reasoning, and even examples to support your argument and persuade them to understand the point of the essay.

Why Write a Persuasive Essay?

Believe it or not, you’ll have to form convincing arguments throughout real life. This could be in the form of college essays or academic essays, speeches for debate club that requires a valid argument, or even presenting an idea for change to your town council.

Argumentative vs. Persuasive Essay

An argumentative essay presents an argument on a specific topic and tries to persuade people to accept that argument as valid. It uses evidence, logic, and sometimes counterarguments to support the main point.

A persuasive essay is similar but presents an argument and focuses more on appealing to the reader’s emotions and values to convince them of your point of view. Think of it as convincing vs. persuading. And, yes, persuasive essays can also use evidence, but they often rely more on personal anecdotes and moral appeals to plead their case.

Let me give you an example. I’m a content writer, but I’m also a published author. If I were going to write an argumentative essay, I’d probably choose a topic like “Do you think authors should self-edit their work?”

But if I were doing a persuasive essay with a similar angle, the topic would look more like “The benefits of self-editing for authors.” Make sense?

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Basically, the main difference between argumentative and persuasive essays is all in the emphasis placed on logic and emotion.

How Many Paragraphs in a Persuasive Essay?

A decent persuasive essay should be around five or six paragraphs with double line spacing, depending on the topic, and can range from 500-2000 words in length. This includes your introduction and conclusion.

Introduction of a Persuasive Essay Example

Our world is facing a crisis, and that crisis is plastic pollution! Every day, a disgusting amount of plastic waste is just dumped into our oceans, killing and harming innocent marine life and ultimately affecting the entire food chain, including us.

Even though there is a clear and present danger that plastic presents, there are still a lot of people and corporations that continue to use single-use plastics with zero regards for their impact on our environment. It’s time for people to really look around and take some responsibility.

We can make a change by learning and using environmentally friendly alternatives in our everyday lives. So, in this essay, I’ll argue that using reusable bags, water bottles, and containers is not only necessary for the health of our precious planet but also a simple and effective way to make a real difference.

A Persuasive Essay Structure

As persuasive essay writers, you can write it however you like, but to follow a traditional persuasive essay structure, use this basic layout to get an effective paper:

  • An Introduction: You need a good hook to grab the reader’s attention, a thesis statement presenting the main argument, and a roadmap of the essay, so they know what to expect.
  • The Body Paragraphs: 2-3 paragraphs should suffice to provide strong evidence, examples, and any reasoning to support the thesis statement. Each paragraph should focus on a single main idea. 
  • The Counterargument: This section acknowledges and refutes the opposing viewpoint, strengthening your argument but still without being as forward as an argumentative essay.
  • A Conclusion or Closing Statement: Here is where you would summarize the main points of the essay and a restatement of the thesis, including a call to action for the reader and/or a final thought.

In the end, a persuasive essay usually consists of 5-6 paragraphs and needs to be clear, concise, and logically structured to really persuade the reader on the point.

Tips for Persuasive Writing

what is the call to action in a persuasive essay

  • Choose a strong, clear thesis statement that presents your argument well.
  • Know your audience and tailor your language and arguments to them. You’ll need a different approach if you’re speaking to a group of teenagers versus a team of adults.
  • Use credible and reliable sources to support your argument so no one can second guess your point.
  • Expect that people will have counterarguments and prepare a few talking points to address them.
  • Use strong pieces of evidence and back them up with facts, statistics, examples, and personal anecdotes. Putting a personal touch on it helps ground the essay and lets people know you’re serious about the topic.
  • Use an emotional appeal to engage the reader and make a personal connection to your argument. Basically, tug at their heartstrings and play into their guilt.
  • Use clear and concise wordage. Try and avoid confusing technical jargon that might confuse people, and maintain a consistent tone throughout the essay.
  • Make sure you’re confident and use an assertive tone but avoid being overly aggressive or confrontational. That will just spark a fight.
  • Finish up with a powerful call to action or a final thought that leaves a lasting impact on the reader or listener.
  • Use the same font throughout your essay, even for headings and titles. Go with easy-to-read fonts like Calibri, Times New Roman, or Garamond.
  • Proofread and edit your essay for clarity, grammar, and style. I cannot stress this one enough. If you’re not confident, use programs like Grammarly to help spot typos and inconsistencies.

Persuasive Essay Topic Ideas

If you’re stuck on some ideas of what to form your essay around, here’s a list of some popular topics to inspire you.

  • Importance of recycling and reducing waste in today’s climate.
  • The need for stricter gun control laws all over the world.
  • A paper on abortion rights in today’s age.
  • Benefits of alternative energy sources over fossil fuels and how we can be using them.
  • How social media has negative impacts on mental health in kids.
  • Key benefits of a vegetarian or vegan diet and how it can help the planet.
  • The value of a college education.
  • Rise of plastic pollution on the environment and sea life and how it is affecting us.
  • Why physical exercise and leading an active lifestyle are important.
  • The dangers of texting while driving.
  • How our public schools need better funding.
  • Benefits of a diverse and inclusive workplace both online and in-person.

Any of these could be used as logical arguments. Still, to make a persuasive argument from either of them, just follow the basic persuasive essay outline examples I’ve given you.

Example of a Persuasive Essay


In today’s age of ever-changing technology, the way we consume and experience books have changed dramatically in just a short time. While physical books were once the only option, ebooks have grown increasingly popular in recent years. In my essay, I’ll argue that, while we all still love paperbacks and hardcovers, ebooks offer so many benefits over physical books, making them the number one choice for most readers today.

Body Paragraph 1: Convenience

Ebooks are convenient; there’s just no denying it. They’re easily accessible through devices like smartphones, tablets, and e-readers, and they allow readers to carry hundreds of books with them at all times. This makes them perfect for traveling or heading to work, or even going to the gym. Readers can now have an entire library with them without the added weight of physical books. Plus, ebooks are easily bought online with just the click of a button, further adding to their convenience.

Body Paragraph 2: Customization

Ebooks offer a level of customization that physical books just can’t match. For one, the font size can be adjusted for easier reading, which is great for those who have eyesight problems. The background color can also be changed from light to dark to reduce eye strain. Personally, as someone who suffers from Meniere’s disease, this is a great feature. All of these options make ebooks a great choice for people with visual impairments, neurological disorders, or reading difficulties.

Body Paragraph 3: Affordability

Ebooks are often far cheaper than physical books, especially when purchased in bulk. You can get an entire series for a fraction of the cost of one paperback. This makes them a more accessible option for budget-conscious readers and people who simply don’t have the disposable funds for books. Also, tons of ebooks are available for free, which is a great option for readers that are looking for ways to save money but keep up with their reading habits.

Body Paragraph 4: Environmentally Friendly

626,000 tons of paper is used to produce all the books we see published every year. That’s a scary number when you consider the rate of deforestation and the state of our world in terms of global warming. We simply can’t afford to move ahead at a rate like that. Ebooks help tackle the issue because they require zero trees to produce.

In conclusion, ebooks offer endless benefits over physical books, including convenience, customization, and affordability. While physical books will always hold a special place in our hearts, you have to admit that the benefits of ebooks just can’t be ignored. For modern, busy, on-the-go readers, ebooks are the preferred choice. It’s time to embrace the digital age and make the switch to ebooks.

Now Write Your Persuasive Essay!

I hope this guide has helped you figure out persuasive essay writing and how to put together powerful arguments. Just stick to the facts and ease the reader into your point with gentle arguments that continue to prove your point. Don’t be afraid to get personal if it can help the essay and convince the reader.

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5 Steps To Writing an Effective Call to Action (With Examples)

5 Steps To Writing an Effective Call to Action (With Examples)

Table of contents

what is the call to action in a persuasive essay

Laura Jane Bradbury

An effective call to action (CTA) encourages content engagement, converts visitors into leads, and helps people discover your business. It should offer value to the reader and explain what to expect from taking action. 

If a CTA doesn't have a clear message, feels too generic, or isn’t aligned with your audience’s concerns, readers won't act. This could cost you potential customers and income. 

As a professional copywriter with six years of experience, I’ve helped many small businesses reach their goals through calls to action. Here, I'll share the best practices for writing persuasive CTAs.

Key Takeaways

  •  A call to action encourages readers to engage with your content, purchase a product, and learn more about your brand.
  • It should be short, direct, and enticing. Use action verbs to motivate people to act.
  • Ensure you clearly explain the value your audience will get from following your CTA.

Examples of great CTAs and why they work

Below are five CTA examples from high-profile businesses. We'll look at why they work, and what techniques you can apply.

Semrush: Use persuasive language

Cta: “get a free trial” .

what is the call to action in a persuasive essay

Blog posts are a great place to put a CTA, as readers are already interested in the topic and more likely to respond to your suggested action. Engaging and relevant content can also lead to higher clickthrough rates, helping more readers learn about and interact with your business.

Semrush provides a great example of how to write a good call to action in a blog post. After sharing a detailed guide on search engine optimization (SEO) for blogs, they suggest readers sign up for a free trial to begin implementing SEO. Putting the CTA at the end of the post lets readers consume valuable information before discovering how to apply it.

The CTA works because:

  • It includes the action verb “Get” — grabbing the reader's attention.
  • The CTA is clear and eye-catching: The yellow box separates it from the post's content, while the purple highlights the specific action to take.
  • The CTA text highlights the value for the reader immediately : The trial is "free" and Semrush conveniently provides "everything" in "one" place, so busy entrepreneurs and marketers don't need to jump from tool to tool.

Here are some action words and phrases (in bold) to consider for your own CTA. Play around with them and see what works best: 

Common CTA action words

LOOKFANTASTIC: Create urgency

Cta: “hurry, this offer is for today only”.

what is the call to action in a persuasive essay

There are many CTAs you can use on social media . If you want to increase engagement, for example, you can ask people to comment on, like, or share a post. In this case, LOOKFANTASTIC wants to encourage its followers to shop a specific brand on its site.

  • It offers an incentive — 25% off. 
  • The use of "Hurry" and “TODAY only” creates urgency : This motivates customers to take advantage of the offer before it's too late.
  • LookFantastic addresses the concerns of its customers : The text highlights that the products are "skin-loving."

Career Contessa: Offer an incentive 

Cta: “i’m so in”.

what is the call to action in a persuasive essay

Email newsletters can build customer relationships, drive sales, and be an effective digital marketing channel. However, people are increasingly less willing to share their email addresses.

To encourage people to subscribe, Career Contessa has created a signup form in the middle of its homepage. This gives readers a chance to see what the newsletter is about and what type of content they can expect.

Notice how the CTA banner is clear and concise, explaining what people will receive by signing up.

  • It uses language that's relatable to its audience: The site’s young, female readers will identify "Level up" as advancing their careers.
  • It makes people feel included : "I'm so in" creates the feeling of joining an exclusive group or club.
  • There’s an incentive to join : The text offers readers "a shortcut to success." 

Uniqlo: Consider the buying stages

Cta: “learn more” .

what is the call to action in a persuasive essay

Customers want to know what they’re signing up for before downloading an app. Uniqlo knows this and tells their customers exactly what to expect from their new app. So, rather than telling people to “Download now,” the CTA suggests readers “LEARN MORE.” 

  • It’s short and direct , making it easy to understand and follow.
  • Customers understand the value — the accompanying illustrations and copy convey the benefits of the app.
  • There’s lots of action verbs — “Get”, “Download”, “Sign up”, “Scan + Shop”.

Tip: Before adding a CTA, consider where your customers are in the buying stages. While a regular buyer may instantly click to “shop now,” a new customer may need more information. New products might also require additional context in order to help customers understand their value.

New York Magazine: Use bold visuals

Cta: “subscribe now” .

what is the call to action in a persuasive essay

Most consumers prefer a brand to contact them via email . New York Magazine is a great example of how to write a call to action for email,. You’re immediately drawn in by the newsletter’s image emphasizing that it’s the “LAST CHANCE” to take advantage of its offer. 

This encourages readers to take action by triggering the fear of missing out. The publication then describes all the benefits of joining — including its free tote bag — to entice users to click the “SUBSCRIBE NOW” button.

  • It creates urgency: “SUBSCRIBE NOW” emphasizes that you should take action immediately.
  • The accompanying text is descriptive: “award-winning,” “exciting,” “fresh,” “sharp.” These adjectives suggest the content is unique and high quality, helping convince readers that the magazine is worth investing in. ‍
  • The CTA is visually bold: The black button stands out against the white background and contrasts with the colorful main image.

5 key elements to include in your CTA:

Based on the above examples, here are five critical aspects of a great CTA to include in your own:

1. Use simple and direct language

‍ This ensures people understand the desired action. For example, “Subscribe now” is easier to follow than “You can subscribe now by clicking this link.” Make sure the accompanying text promoting your CTA is clear and easy to read .

2. Provide value to your readers

‍ Who is your target audience and how can your CTA solve their concerns? Will a discount code save them money, or can you offer useful expertise and advice? Demonstrate exactly what your CTA will deliver and how.

3. Create a sense of urgency

‍ Include phrases like “limited time offer” and “for today only” to motivate users to act. Pair these with action-oriented words like “subscribe” and “download” to encourage a particular action.

4. Consider your target audience

‍ While “Visit this link” may suit a formal, professional audience, “Check out this link” works for a younger demographic. Be sure to use language and a tone of voice that your customers will understand and relate to.

5. Make your CTA stand out

‍ Your CTA should be eye-catching and easily noticeable so your audience doesn't scroll past it. Use contrasting colors, emojis, bold fonts, and buttons to draw people in.

How AI can help you write better CTAs

Now you know how to write a great call to action, let’s look at how Wordtune’s AI tools  can speed up the process.

Shorten text without losing the meaning

A call to action needs to be short and direct, succinctly telling the reader what action to take. Many CTAs are also written on a button, meaning you can only use a few words.

Using the Shorten button in Wordtune Editor can help you create a punchy CTA.

what is the call to action in a persuasive essay

Get Wordtune for Free > Get Wordtune for Free >

Click on the sentence you would like to edit, and press Shorten . The Editor instantly generates alternatives. Notice how Wordtune’s suggestions are more direct, making them easier to understand. 

Find alternative words

Whether you’re stuck on which action verb to use or you want to make your CTA’s benefits more descriptive, Wordtune can provide suggestions. 

what is the call to action in a persuasive essay

To find alternative synonyms, highlight a particular word and click Rewrite , Casual , or Formal . In this example, I wanted a casual tone for social media, so clicked Casual to generate a list of alternative, informal words.

Use prompts to generate text

Wordtune's Create tool can help you brainstorm and plan your CTA copy.

To generate text, click Create and type in your prompt — no more than 1,000 characters.

AI Prompt: Create persuasive copy to entice customers to download our app to receive 10% off, with a direct call to action.

Using this prompt, Wordtune quickly created an enticing paragraph for me: 

what is the call to action in a persuasive essay

Wordtune can generate a specific CTA — “Download our app now” — which can be made into a CTA button. It can also create accompanying text to entice readers. Using the AI-generated copy, you can choose individual sentences to include such as, “With just a few clicks, you can browse our wide selection of products.”

Adjust tone of voice

In addition to suggesting synonyms, Wordtune’s Casual and Formal buttons can alter sentences to match your desired tone.

what is the call to action in a persuasive essay

Here, I clicked the Formal button. In response, Wordtune removed the contraction “you’ll” and made its suggestions more direct, precise, and easy for readers to consume. 


A powerful call to action encourages readers to act, whether that’s by engaging with your content, buying your products, or learning more about your services. This can increase website views, sales, and bookings.

Keep your CTA short and direct, explaining in simple language how it will provide value. Ensure the tone aligns with your target audience, and create a sense of urgency to motivate readers to act quickly. Help your CTA stand out against your text by using contrasting colors, emojis, and bold fonts. Follow these simple steps and you’ll be writing eye-catching CTAs in no time.  

Want to learn more? Check out our guides on how to create an effective tone of voice to reach your target audience and how to boost readability to write clear, succinct CTAs.  

What type of content should include a call to action?

Any content can be an ideal opportunity for a CTA. From social media and blog posts to landing pages, ads, emails and videos. 

Where should you place a call to action?

Calls to action are typically placed at the top, bottom, or side of a webpage. Take into account what your readers need to know before acting to find the best placement. For example, place a discount code at the top of your homepage. Or, if you want readers to share your content, it’s best at the end of the page. 

Can you use multiple calls to action on a webpage?

With care, multiple calls to action can be used on the same webpage. For example, ask people to subscribe to your email list via a button while also adding a link to download an ebook. The key is to ensure your calls to action are spread out and organized in a way that doesn't overload the reader. 

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52 Persuasive Conclusions – Call to Action

Learning Objectives

Conclusions in persuasive speaking function differently than informative speaking. You will learn how to incorporate a call to action in your persuasive conclusion.

  • Create a persuasive conclusion that includes a call to action

Appeals and Challenges

Since the conclusion comes at the end of the speech, it is appropriate to leave the audience with an appeal or a challenge (or a combination of the two). Similar in nature, appeals and challenges are primarily divided by tone. Appeals are generally phrased more as requests, while challenges can take on a more forceful tone, almost ordering or daring audiences to engage in thought or action.

Martin Luther King Jr.

“Martin Luther King Jr.” Public domain.

One of the most historically memorable and effective conclusions that utilized appeal and challenge was Dr. Martin Luther King Jr.’s I Have a Dream speech.

And so let freedom ring from the prodigious hilltops of New Hampshire. Let freedom ring from the mighty mountains of New York. Let freedom ring from the heightening Alleghenies of Pennsylvania. Let freedom ring from the snow-capped Rockies of Colorado. Let freedom ring from the curvaceous slopes of California. But not only that: Let freedom ring from Stone Mountain of Georgia. Let freedom ring from Lookout Mountain of Tennessee. Let freedom ring from every hill and molehill of Mississippi. From every mountainside, let freedom ring. And when this happens, when we allow freedom to ring, when we let it ring from every village and every hamlet, from every state and every city, we will be able to speed up that day when all of God’s children, black men and white men, Jews and Gentiles, Protestants and Catholics, will be able to join hands and sing in the words of the old Negro spiritual: Free at last! Free at last! Thank God Almighty, we are free at last! [3]

Your persuasive conclusion will look similar to your informative conclusion. You will create three parts, a summary of important pionts and restatement of the thesis, closure, and a clincher. Your call to action will fit into your closure. What do you want the audience to do with the information that you provided?

Your call to action must be:

  • Relevant to your topic and audience – what is something they can do to help?
  • Realistic – based on your audience, they will resources to do different things.
  • Simple – narrow down to 1-2 things, do not provide 7 things you want them to do.
  • Convenient – provide links, contact information, hours of operations, and any other important information they will need to carry out your call to action. Make it easy for them!

Key Takeaways

Now that you understand the importance of a call to action, you can brainstorm effective strategies to implement your own call to action in your speech.

  • Incorporate a call to action that is realistic for your audience.
  • Ensure your call to action is simple, convenient, and relevant to allow the audience to see themselves taking part in the call to action.
  • Deliver the call to action in the conclusion with confidence! Nonverbal strategies are important during this part of the speech, too.

King, Jr., M. L. (1963, August 28). I have a dream.” Speech posted at  http://www.americanrhetoric.com/sp  eeches/mlkihaveadream.htm  ↵

Public Speaking Copyright © by Dr. Layne Goodman; Amber Green, M.A.; and Various is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Persuasive Essay

Definition of persuasive essay, why persuasion, difference between a persuasive essay and an argumentative essay, examples of persuasive essay in literature, example #1: our unhealthy obsession and sickness (by frank furedi).

“Governments today do two things that I object to in particular. First they encourage introspection, telling us that unless men examine their testicles, unless we keep a check on our cholesterol level, then we are not being responsible citizens. You are letting down yourself, your wife, your kids, everybody. We are encouraged continually to worry about our health. As a consequence, public health initiatives have become, as far as I can tell, a threat to public health. Secondly, governments promote the value of health seeking. We are meant always to be seeking health for this or that condition. The primary effect of this, I believe, is to make us all feel more ill.”

Example #2: We Are Training Our Kids to Kill (by Dave Grossman)

“Our society needs to be informed about these crimes, but when the images of the young killers are broadcast on television, they become role models. The average preschooler in America watches 27 hours of television a week. The average child gets more one-on-one communication from TV than from all her parents and teachers combined. The ultimate achievement for our children is to get their picture on TV. The solution is simple, and it comes straight out of the sociology literature: The media have every right and responsibility to tell the story , but they must be persuaded not to glorify the killers by presenting their images on TV.”

Example #3: The Real Skinny (by Belinda Luscombe)

“And what do we the people say? Do we rise up and say, ‘I categorically refuse to buy any article of clothing unless the person promoting it weighs more than she did when she wore knee socks?’ Or at least, ‘Where do I send the check for the chicken nuggets?’ Actually, not so much. Mostly, our responses range from ‘I wonder if that would look good on me?’ to ‘I don’t know who that skinny-ass cow is, but I hate her already.’

Function of a Persuasive Essay

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How To Write a Call to Action That Works [Tips + 6 Examples]

Ready for your marketing campaigns to actually drive results? We’ll show you how to motivate your audience with a killer call to action.

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Table of Contents

You know how they say a closed mouth doesn’t get fed? If you want someone to do something, you gotta ask for it. Writing a killer call to action (CTA) is one strategy to get what you want.

Whether you’re trying to get people to buy your products, sign up for your emails, or join your cult, crafting the perfect call to action is essential for success.

But how do you write a call to action that stands out from the crowd and actually drives results? In this blog post, we’ll show you how to motivate with some powerful examples of moving calls to action and tips on writing them yourself.

Bonus: Download a free guide to social advertising and learn the 5 steps to building effective campaigns. No tricks or boring tips—just simple, easy-to-follow instructions that really work.

What is a call to action?

A call to action is a word or phrase that prompts action. It is a marketing term to describe urging your audience to act in a certain way.

A call to action can appear as a clickable button or simply as a piece of text. Call-to-action buttons and phrases can appear at any place in the user journey that you want to direct your audience.

Let’s say you’re trying to sell a pair of shoes on Instagram, and you’re crafting clear social media CTAs . You might have a call to action at the end of your social post caption that says, “Click the link in our bio.” The link in your bio could lead to a product page with information about the shoes on it. The call to action on this page would be an “Add to shopping cart” button.

CTAs aren’t just for social media. They can also appear in emails for an email marketing campaign, on paid ads, at the end of a blog post, and on landing pages.

CTAs are common in print marketing, too — think billboards or flyers that scream “Call Now!”

Examples of common CTAs

You’ll see plenty of CTAs around, but there are a few tried and tested phrases on repeat.

These common CTAs are uncomplicated phrases that tell your user exactly what to do and what they can expect once they follow through. There’s power in simplicity, which is why you’ll see these words used over and over again.

Some of the most common CTAs are:

  • Try for free
  • Add to cart
  • Get started

Why is a good CTA important?

A well-crafted call to action serves as a bridge or a well-lit path. It guides your user where you want them to go. Which, if your business plan is in the right place, will be toward your goals.

A strong CTA will grab customers’ attention and incentivize them to take the decisive step necessary to achieve their goals. Effective CTAs give customers confidence in your business. They can communicate security, trustworthiness, and convenience, all of which can increase conversions or drive traffic where you want it to go.

Calls to action can also combat decision fatigue. When someone has too many options, they can become overwhelmed by choice. CTAs can help cut through decision confusion by giving your reader a direct command. Now, go read the best practices for creating effective CTAs.

Best practices for creating effective CTAs

Much like cutting your bangs, there’s a right way and a wrong way to go about creating CTAs. You’ll need to consider things like copywriting, design, visuals, and placement on a webpage.

It might seem like a lot, but we’ve got you covered with the handy best practice list below!

Make it concise and clear

The CTA should be concise and lay out a clear request for the customer, whether that be for them to join a mailing list or purchase a product or service. Don’t write your reader a paragraph with the CTA buried within it; you want them to be able to immediately know where they should go.

Squarespace curious candles get started call to action button

Source: Squarespac e

Make it visible

People don’t scour your web page. They don’t read every word, and they certainly don’t like searching for something. If your CTA isn’t immediately obvious, you will lose your viewer’s interest in seconds. Remember, a competitor is likely doing the same thing you are, and your customers are spoilt for choice.

Make your call-to-action buttons or phrases clearly visible on your page. You can tailor your imagery or site design to point to the CTA for added visibility. Take Fashion Nova, for example. Here, the banner model’s body points toward the Shop Now CTA.

Fashion Nova up to 70% off sitewide

Source: Fashion Nova

Use white space

A great way to make sure people can see your CTA is to surround it with white space.

Don’t be scared of white space on your website! It allows your viewers to breathe in between content and can highlight important information.

Surrounding your button CTA with white space makes it pop.

shop west elm Canada site with white space

Source: West Elm

Use contrasting or bold colors

Stop signs are red for a reason. They pop out among cityscapes or the countryside because that bright, arresting red isn’t at risk of blending in. Do the same for your CTA button colors.

Keep in mind that you shouldn’t veer away from your brand colors. A secondary brand color can do the job well. (And if you want to know more about brand colors and a consistent style guide , we’ve got you covered.)

McDonald’s crispy savory waffle fries order now

Source: McDonald’s

Have well-considered page placement

Where you place your call-to-action buttons matters a great deal. You want to consider the natural flow of your user’s journey. You’ll have some users who immediately want to get shopping or head to the next page, and you’ll have users who want to scroll through your landing page before moving on.

A call to action should be placed under your header and at the bottom of your page. You want to capture people immediately (if they’re willing) and give those who need a bit more time another opportunity to hit that CTA at the bottom.

Squarespace all you need to power your ecommerce website get started

Source: Squarespace

Write benefit-forward supporting text

Supporting text is the content that comes before or in between your CTAs. It can be blog content, email body copy, the text on your website, or any copy that supports your CTA.

This extra information is your opportunity to show your audience the benefit that befalls them when they click your CTA.

ecommerce websites that stand out browse templates and learn more

For example, maybe you’re trying to get an audience to sign up for your email newsletter. If you want to convince people to hand over their email addresses, you’ll have to tell them what that newsletter will do for them.

A copywriting newsletter might say something like, “We sift through thousands of copywriting samples and pull only the best for you to repurpose for your own use. Plus, we tell you exactly why they work, so you don’t have to spend time puzzling through strategy. Impress your clients, save time, and look like an expert. Sign up today.”

The supporting copy highlights benefits so the call to action feels extra compelling. The reader knows exactly what to expect when they sign up for the email newsletter and how it will benefit them.

Create thoughtful copywriting

Aside from benefit-forward supporting text, the rest of your copywriting needs to be on point. Everything, from your site headers to your social posts, needs to be in your brand voice and speak directly to your audience.

Don’t forget to pay attention to the language you’re using both in and around your calls to action. Powerful words strike a chord with your audience’s emotions. White-hot CTA copy is an explosive way to skyrocket your ROI. (See what I did there?)

That being said, don’t confuse your audience. While your surrounding text can be full of powerful language, your CTAs need to be clear so your audience knows where they are headed. “Take the Quiz” or “Shop Now” gives your audience everything they need to know about where the button leads.

feeling fatigued? order today and get your energy back learn more and take the quiz

Source: Qunol

Test, test, and test again

The only way to really know if you’re using the best version of your CTA is to test it. Running A/B tests on your calls to action will show you which strategy performs the best.

It’s a simple method: You change one element (like your copy, placement, or colors) and let it run for a set amount of time. Then, see how it compares to the previous version.

6 great call-to-action examples

Now that you know what to do, it’s time to check out what others are doing! Get inspiration for your next CTA from the examples below.

Oh, how we love a good mystery! Whether it’s a cheesy crime drama or a surprise gift from a company, there’s something about not knowing what you might get that is just so enticing.

Glossier’s “It’s a mystery!” CTA makes us itchy to click that button just to see what’s on the other side.

What's that? a special offer for you first order It’s a mystery! CTA

Source: Glossier

Article uses color to its advantage with the website’s call-to-action buttons. Their secondary brand color is a bright coral, which you can see is used for the “Add to cart” CTA button.

It’s clear, eye-catching, and concise, everything a great CTA button should be.

Article beta cypress green left chaise add to cart CTA

Source: Article

Coco & Eve

Coco & Eve’s email marketing campaign uses a discount code as a CTA. Who doesn’t love saving money? Incorporating your discount code into your CTA is a clever way to get people to click.

take an extra 20% off sitewide discount code

Source: Coco & Eve’s email campaign

While this strategy worked well in Coco & Eve’s email campaign, they ran into CTA limitations on other platforms, like Facebook. If you’re advertising on LinkedIn or Facebook, you’ll know that the apps force you to use a set of standard CTA copy on the buttons.

While this poses some limitations, you can still add supporting text that motivates your audience to click. Below, Coco & Eve included the discount code on the imagery instead, which is just one of many clever ways to go about Facebook advertising .

friends and family sale

Source: Coco & Eve on Facebook

Twitter’s “Tweet” CTA uses its own brand-specific language. Before the rise of social media, if you had told someone to tweet something, you’d be met with a blank stare. (We’ve come since 2006, truly.)

To do this yourself, just create a globally-used platform that makes birdsong synonymous with snippets of thought. Easy.

Twitter homepage with Tweet CTA

Source: Twitter

Tushy uses social proof as supporting text in its Instagram story ad . The “100,000+ 5 Star reviews” statement below serves to motivate others to grab a Tushy. Social proof is one of those marketing tactics that just works. People look to other people to determine what’s hot and what’s not.

Social proof works a lot like the bandwagon effect , a kind of cognitive bias. The bandwagon effect is pretty much exactly like it sounds; when a majority of people like or endorse something, it’s often picked up by others. And, with 100,000 5-star reviews called out, Tushy is using the bandwagon effect to its full advantage below.

Tushy free shopping on bidets

Source: Tushy on Instagram

NatGeo dangles a free trial in its Instagram ad, one of many effective call-to-action ideas you can shamelessly steal. Although, when so many people are doing it and finding success, is it really stealing?

redeem free trial for National Geographic online

Source: NatGeo on Instagram

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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  • How to Write ____

How to Write a Great Call to Action

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Table of Contents

Persuasive content writing—website pages, blogs, marketing campaigns, newsletters, and digital ad copy—all have one thing in common. They demand the perfect call to action. If you need more subscribers, sales, or a jumpstart to your leads-to-conversion rates, then it’s time to use a great call to action! And learning how to write a call to action is easier than you might think. Let’s get started.

What Is a Call to Action?

A killer call to action does two things: It tells the reader what you want them to do, and it provides the motivation to do so. It is basically a few words or a phrase that you use to convince the reader to take action and do it now!

Use Action Words

Your goal is to motivate the reader to DO something, to take action. Think of the CTA as a verbal command—you are telling them what to do next and why it is essential. Therefore, you will need to use action words to do the job. Check out these CTA examples that start with an action verb:

  • Get It Today
  • Join For Free
  • Buy It Here
  • Watch It Now
  • Send Me Specials

Convey a Sense of Urgency

Knowing how to write a compelling call to action is one thing. Knowing how to add a sense of urgency to it is taking it to the next level. When something is time-sensitive, we tend to pay more attention to it. We reread it because we don’t want to miss out by being late. A call to action that employs urgent words or a reminder that time is running out is an excellent way to get the reader to click on the CTA button quickly.

Here are some examples of CTAs that suggest a feeling of urgency:

  • Save 15% Today!
  • Time Is Limited
  • Claim Your Free Trial
  • We Need Your Help!
  • Limited Edition
  • First Order Free—Shop Today!

Short and Sweet

Keeping the call to action short and sweet is the key. Strive to be concise, not too wordy. That being said, there’s nothing wrong with having a call to action that is a full sentence. Or maybe even two. But, in most cases, a shorter, direct CTA is the best bet. Focus on what is most important in your message. Keep it brief and straightforward. Too many words, too many options may spell too many chances for the reader to get distracted and leave the page. So, opt for a succinct, easily identifiable call to action. For example, try these CTAs:

  • Sign Up Free
  • Get Started

Use a CTA Button

A clickable call to action button is simple to use. It clearly stands out on the page, and the reader knows exactly what to do. Keep it to less than five words. Otherwise, it just looks crowded and messy on the button. Use a contrasting color to grab attention. And avoid using “Click Here” for a CTA button. It’s outdated and will make your marketing look amateurish. Instead, opt for a simple CTA button like these:

  • Discover More
  • Sign Up and Save 20%
  • Start Your Free Trial Today
  • Donate Here

Use Hyperlink Text in a Long Form CTA

A call to action can also effectively be used in anchor text—the blue, underlined clickable text in a sentence containing a hyperlink. You may need to offer more incentives or reasons behind why you want the reader to take action. Offer a little backstory. Present an example. Explain how you can help. Check out these examples:

  • Ready to build your new home? Let’s start this journey together. Give us a call today .
  • When you’re ready to start the application process , we will walk you through it line by line.
  • Want to provide food and shelter to an animal in need? Donations to our shelter can save a life. We appreciate your support!

Find Out What Works

It’s important to find out what works… and what doesn’t . Just because you’ve come up with a great call to action doesn’t necessarily mean it’s the right call to action for your ad campaign. Some CTAs rank lower than others in terms of conversion rates. Marketing campaigns often run experiments to see which types of CTAs are more successful than others. For instance, “Sign Up” doesn’t do as well as “Learn More” in some settings. Apparently, users associate “Sign Up” with entering their credit card or ending up on a mailing list. In comparison, “Learn More” doesn’t carry the connotation of commitment.

Therefore, you may have to experiment with a few different CTAs until you find the one that gets you the most clicks.

Writing a great call to action is easy once you understand the basics. Aim to create a CTA that is strong, well-crafted, and geared to your specific audience.

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7 Call to Action Examples You Have Never Seen Before

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At great risk to my sanity, I went online with the intention of finding as much advertising as I could.

The goal: to find call to action examples (CTAs) that were fresh, original, unique, and compelling.

My discovery: Almost everyone is using generic CTAs. Safe, boring, and forgettable. The 7 innovative call to action examples I found made those brands stand out immediately.

Your opportunity: By changing 2-3 words of a call to action, brands can stand out in a small way from the hopelessly ordinary competition.

Less than 0.00001% of CTAs Are Unique

This is not a scientific number. I came up with it out of spite after an exhausting search.

Refresh the examples in a listicle about calls to action, my editor said. 

I thought this was going to be easy.

It was a nightmare. 

Websites for brands large and small were universally boring in terms of calls to action. The most tantalizing offer I could find was usually “Free Trial”, which brought me to a page with miles of fine print. 

I thought maybe the aggressive pay-per-click advertisers would put together some compelling calls to action. Nope. The name of the game there is using every conversion hack at once. 

Here’s a typically boring call to action example that most people are using :

Example of CTA that says Try Miracle Now

I think this offer hits every cliche tactic: the ticking clock, a warning emoji about sell-out risk, money-back guarantee, a steep discount, etc.

Then I tried social media, which was even worse. Facebook gave me nothing in the way of an inventive CTA. Absolutely nothing.

I checked Reddit–as always, a wonderful place, just not for buying things.

On X (fka: Twitter), I was hoping to find some good scammy infoproducts, maybe some clever hardsells. But I was disappointed. I could have made a full quilt that spelled out “unoriginal” with all the thread emojis inviting me to click and read a tweet-storm. Here’s why that trend is played out: 🧵/23

My wife told me that TikTok has been ruined by advertisers and influencers–so I was really excited about that. This is where the real ingenuity must be. 

Nope. It’s a simple SHOP button that overlays influencer videos. That’s it.

But in the end, I prevailed. I found 7 examples of brands actually trying something new with their call to action. They used this small detail to support their brand image or speak to their audience.

7 Truly Unique Call to Action Examples

1. cloudflare.

Cloudflare homepage

“Under attack?”

That is a viable button you can click on Cloudflare’s site. 

I love it. 

Cloudflare has positioned themselves as a cybersecurity version of calling 911 when there’s an intruder in your house. And they did it using two words, a question mark, and a construction-zone orange button in the navbar.

I assume the majority of people who click that button are like me: not currently under attack, but curious about what the next steps would be if they were.

I wanted to learn more because of the clever call to action. If the button had said Learn More, I never would have clicked it.

2. Backcountry

Backcountry homepage with dropdown that says Text A Gearhead and Chat With a Gearhead

The online outdoor retailer Backcountry hires the people who stay up around the fire fighting about which hiking stove weighs less. You know the type: Gearheads.

This is a huge selling point for Backcountry. When people buy kayaks, avalanche beacons, and so on, they really want to know that this gear works.

Call a Gearhead. Text a Gearhead. These are creative, on-brand calls to action nested in a familiar dropdown menu.

You have a question about climbing rope? Now you are talking with a woman who climbs 3 times a week. 

3. LINGs CARS.com

LingsCars homepage

This is actually a fairly tame example of the calls to action on LINGsCARS.com , one of the most successful car leasing services in the UK. 

Ling broke every rule of web design to bring us this masterpiece. I know neons are in right now, but most people aren’t using all of the neons, at once, with a paisley background. 

CrazyEgg will lock me out of WordPress if I actually recommend a call to action that includes three Order Now buttons that blink at random intervals. So I am not going to do that.

I will say with 100% certainty, however, that I have never seen call to action examples quite like this ever before. 

4. Niki Whittle

Nicki Whittle homepage with CTA that says Help me enjoy getting dressed!

Niki Whittle is an online personal stylist who has helped thousands of clients find joy instead of anxiety at the prospect of getting dressed and going out into the world.

The text of her CTA button speaks directly to that goal: Help me enjoy getting dressed!

If you swapped out Niki’s personalized text for a basic “Find Out More” button, I think the call to action would suffer. 

Her choice of text is intimate. No adult is going to ask for help getting dressed unless they fully trust the other party to understand where they are coming from. The way that Niki has framed the call to action shows that she understands. 

Ceria webpage with text that says "Legally this ad can't say much, but this playlist can"

Due to California regulations, the beverage brand Ceria couldn’t exactly say what their new product was. With the help of the marketing agency Mother, Ceria found a clever way to get their audience to connect.

The call to action they used was a Spotify playlist people could download by scanning a barcode styled like the familiar Spotify audio waveform.

There’s a cool story behind this ad campaign, which appeared online and in-print in California. 

I’m not going to rehash it here because you should go visit the site of the people who did the work , not hear about it third-hand, looking at screenshots I took while I was way behind schedule writing this post.

Example of Ceria advertisement

6. AllTrails

AllTrails email offer CTA that says "Get outside this weekend and we'll plant a tree for you"

Have you ever seen a limited time offer that isn’t pushy?

AllTrails nails it with this email they sent me. If I go outside, this weekend only , they’ll plant a tree on my behalf.

It’s a positive push, encouraging me to do something for my health, and it won’t cost me a dime. Until AllTrails called me to action, I just had weekend plans. Now I am saving the forest. 

The invitation to “Join In” isn’t super original, I know, even with those cute little tree icons.

But the call to action is social. It’s not “Register” or “Find out more”, it’s about connecting with other people. AllTrails has 50 million users. This is a real community, and AllTrails is smart to frame it that way. 

7. Avocado Green Mattress

Avocado Green Mattress CTA that says Shop zero waste

Avocado Green Mattress has upcycled bedroom furniture people can buy to complement their organic mattresses.

The call to action is “Shop Zero Waste” is a clear call to the type of buyer who is willing to pay a premium to minimize their impact on the environment. “Shop” would work, but it doesn’t highlight the key selling point of their furniture.

It’s a small detail, but most people buying online have 5-7 tabs open. I know I do. With buyers scanning all these different sites, I think it makes sense to foreground your unique features in the button text.

More Call To Action Examples

Here are some twists on classic calls to action. I can’t say I’d never seen these types of tactics before, but the following examples are well done.

The call to action text speaks to the audience, aligns with the brand image, or is simply more inviting than a generic “Try Now” button.

Kati Curtis Design

Katie Curtis Design CTA that says "Get in touch with Kati"

Kati Curtis Design opted for a slight variation on the Get In Touch call to action by including her name. 

I’m not going to belabor the point about what’s going on here, but this slight personalization will absolutely stand out.

I think this is a good idea if you are the face of your business as opposed to a brand. “Get In Touch With The Owner” could work, too.

Havenly webpage with CTA that says Find your style

Havenly is an online interior design service company. I liked the invitation for customers to “Find Their Style.” 

They could have stuck with “Learn More” or “Book a Consultation,” but those aren’t personal at all. Those are also fairly passive calls to action, versus “Find Your Style,” which is much more active.

Birchbox webpage with CTA that says Build your box

Birchbox , the popular cosmetics subscription box opted to use an invitation style call to action:

“Build Your Box”

It’s intuitive, on-brand, and crisp. 

One issue people have with subscription services is that they get products they don’t want. With this short call to action, Birchbox is countering that objection by offering their customers an active role in building their own box. 

Art & Logic

Art & Logic webpage with CTA that says Let's talk about your project

Art & Logic is a software development company with an approachable call to action.

Yes, they decided to go with “Let’s talk about your project” instead of something sterile or gimmicky.

Building custom business software is insanely complex, but Art & Logic makes the next steps as easy as possible.

Make your website better. Instantly.

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Home ➔ What's an Essay? ➔ Persuasive Essay

What is a Persuasive Essay?

A persuasive essay is a type of writing that attempts to convince the reader or opponent that your argument or position is valid. The main aim of a persuasive essay is to convince readers to consider your point of view. Remember that you are trying to persuade someone who may not necessarily agree with you.

Persuasive essays are similar to argumentative essays in that they both use evidence and reasoning to argue a point; however, persuasive essays differ from argumentative essays in that they are more emotional and often make use of personal experiences and anecdotes to make their point.

Characteristics of Persuasive Essays

Let’s take a look at five main characteristics of persuasive essays in academic writing that you should know before getting started:

  • Bias control: We all have our own biases, so it is essential to try and keep these in check when writing a persuasive essay. This also means acknowledging the existence of different perspectives. You should reveal your own opinion (bias) to the reader, but ensure that it doesn’t hinder your clean and sound argumentation development.
  • Facts and opinions: In a good persuasive essay, it is important to use both facts and opinions to support your position. Facts provide the foundation for your argument, while opinions offer support. Just make sure that the opinions you use are based on credible sources.
  • Reasoning and logic: Using logical reasoning is the best way to persuade someone. This means that your arguments must be based on sound evidence and presented in a clear and concise manner.
  • Emotional appeal: Although it is important to use logic and reasoning, it is also effective to appeal to the reader’s emotions. This can be done by using language that evokes certain emotions or by telling a story that the reader can relate to.
  • Opposing views: For effective persuasive essay writing, it is important to consider and acknowledge the opposing argument. This shows that you are open-minded and willing to engage in a discussion. It also allows you to refute the opposing view, which strengthens your own argument.

If you want to read about essays in general, you can read our guide: Essay Definition and Characteristics

Persuasive Essay Structure

The structure of a persuasive essay is important because it determines how you will present your argument. A good structure will also ensure that the reader follows your argument easily.

Here is a basic essay structure that you can follow:

Introduction: This first paragraph of a persuasive essay should be used to grab the audience’s attention and give them an overview of the issue. It should also state your position on the issue, usually included in the thesis statement at the end.

Body paragraphs: These are where you present your arguments and evidence to support them. Each paragraph should focus on one main argument.

Conclusion: A strong conclusion should sum up your main arguments and restate your position on the issue. It is also a good idea to leave the reader with something to think about or call them to action.

4 Steps to Planning Your Persuasive Essay

Before sitting down and writing your persuasive essay, it’s important to plan out what you will say. You need to have a clear thesis statement and evidence to support your position.

Here are four steps that you can follow:

1. Decide on your stance

The first step is to choose the position you will argue for, which will develop into your thesis statement. You need to make sure that you can defend your position with evidence and logical reasons.

Let’s say the general topic of your persuasive essay is gun control , and the position is “Gun control should be stricter.”

2. Analyze your reader

The second step is to think about who your reader is. What are their beliefs and values? What will they agree with, and what will they disagree with? It’s important to consider these things when planning your persuasive essay.

We will assume that our readers are against gun control. So, we need to consider what logical arguments and evidence they will find convincing.

3. Gather evidence

Once you know what position you’re going to take, you need to gather solid evidence to support it. This can be done through a solid research process or by using your own experiences.

For our persuasive essay, the three supporting arguments could be:

  • Too many people die from gun violence
  • There are too many mass shootings
  • Stricter gun control would make it harder for criminals to get guns

Now, you can form your thesis statement, which = your position + arguments (see the example below).

4. Outline your entire essay

The fourth step is to outline your essay . This will help you organize your thoughts and make sure that you stay on track. A good outline will also ensure that the reader easily follows your argument.

If you have three main arguments, you will have three body paragraphs (one for each particular point). Make sure to make the most important argument (in your opinion) the last one to discuss.

Persuasive essay outline example

Taking into consideration the topic we chose, the position, and the arguments, our persuasive essay outline can look like this:

  • B. Background information
  • C. Thesis statement: Stricter gun control is necessary because too many people die from gun violence, there are too many mass shootings, and stricter gun control would make it harder for criminals to get guns.
  • A. Argument: Too many people die from gun violence in the United States
  • B. Evidence 1: In 2020, there have been over 43,000 gun violence deaths in the US
  • C. Evidence 2: Over 100,000 people were injured by guns in 2020
  • D. Counterargument: When compared to overall deaths, it’s not that many
  • E. Rebuttal: But it’s still too many when compared to other developed countries
  • F. Analysis: Gun violence is a major problem in the US, and stricter gun control is necessary to help reduce the number of deaths and injuries.
  • A. Argument: There are too many mass shootings
  • B. Evidence 1: There have been over 1,500 mass shootings since 2013
  • C. Evidence 2: Mass shootings are on the rise
  • D. Counterargument: This problem must be tackled from the mental health perspective, not gun control
  • E. Rebuttal: Mental health is important, but it’s not the only factor that contributes to mass shootings
  • F. Analysis: Mass shootings are a major problem in the US, and stricter gun control is necessary to help prevent them.
  • A. Argument: Stricter gun control would make it harder for criminals to get guns
  • B. Evidence1: In Australia, gun control was tightened after a mass shooting, and there hasn’t been a mass shooting since
  • C. Evidence 2: In the UK, gun control is much stricter than in the US, and there are fewer gun-related crimes
  • D. Counterargument: There will always be a way for criminals to get guns
  • E. Rebuttal: But it would make it harder, and that’s a step in the right direction
  • F. Analysis: Stricter gun control would make it harder for criminals to get guns, which would help reduce the number of gun-related crimes.
  • A. Rephrase thesis statement
  • B. Establish the significance by answering the “So what?” question
  • C. Call to action

5 Steps to Writing Your Persuasive Essay

Once you have your outline ready, you can start writing. Here are five steps you would need to take to write a persuasive essay:

1. Finish the introduction

During the planning stage, you should already form your thesis statement. Now, you only need to write the other two elements of the introductory paragraph : hook and context.

A hook will engage your reader and make them want to read more. It can be a rhetorical question, a surprising fact, or a personal experience.

The context is the background information your reader needs to know to understand your argument. This can be a brief history of the topic, an overview of the current situation, or something else.

Hook example:

Did you know that gun violence in the United States kills more people than terrorism, car accidents, and HIV/AIDS combined?

Context example:

In 2020, there will be over 38,000 gun-related deaths in the United States. That’s more than 100 deaths every day. Gun violence is a major problem in the United States, and something needs to be done to reduce the number of deaths and injuries.

2. Write the body paragraphs

Now it’s time to start writing your body paragraphs . Remember that each paragraph should have one main idea that supports your thesis.

Start with your second strongest argument and end with the strongest one. People tend to remember the first and the last thing they read better than the middle, which will help your persuasive essay have a more significant impact.

Each body paragraph will consist of a topic sentence , supporting evidence and analysis, and the last sentence that concludes the paragraph.

First body paragraph example:

Let’s face it, far too many people die from gun violence in the United States. You might ask, what’s too many? In 2020, there were over 43,000 gun violence deaths in the US, according to the Gun Violence Archive. That’s over 100 people dying from guns every day. And it’s not just deaths. Over 100,000 people were injured by guns in 2020. Some may say that compared to overall deaths, it’s not that many. But when you compare it to other causes of death, it’s quite a lot. For example, in 2019, there were only 19,393 deaths from car accidents, as stated by the National Highway Traffic Safety Administration. That means that gun violence kills over twice as many people as car accidents. All this indicates that stricter gun control is necessary to help reduce the number of deaths and injuries.

3. Write the conclusion section

The conclusion is where you tie everything together. Start by restating your thesis in a different way than you did in the introduction. Then, summarize your main points and explain why your reader should care about your argument.

Conclusion example:

It is evident that stricter gun control is necessary to help reduce gun violence, mass shootings, and gun-related crimes. Too many people die from gun violence, and something must be done to reduce the number of deaths. Stricter gun control would make it harder for criminals to get guns, which would help reduce the number of gun-related crimes. It’s time for stricter gun control in the United States. You can make a difference by contacting your representatives and telling them that you support stricter gun control measures.

4. Edit and proofread your essay

Once you’re finished writing your persuasive essay, it’s important to edit and proofread it. This will help you catch any mistakes and ensure that your essay is clear and concise. Editing and proofreading can be a daunting task, but there are a few tips that can help:

  • Read your essay out loud. This will help you catch any errors or awkward phrases.
  • Ask someone else to read your essay. Another set of eyes can help you catch anything you missed.
  • Use spell check and grammar check. These can be helpful, but they don’t catch everything, so it’s still important to read over your essay carefully.
  • Take a break before you start editing. It’s easier to spot mistakes when you’re not as close to the material.

Key Takeaways

  • A persuasive essay is used to convince a reader about a particular idea or focus, usually one that you believe in.
  • Your persuasive essay could be based on anything about which you have an opinion.
  • To write a strong persuasive essay, you need to have a clear thesis statement and at least three main points to back up your thesis.
  • Your body paragraphs should each have one main point that supports your thesis.
  • Start with your second strongest argument and end with the strongest one.
  • Your conclusion should tie everything together and explain why your reader should care about your argument.
  • Once you’re finished writing, edit and proofread your essay carefully.
  • Nova Southeastern University – Persuasive Essay
  • OpenOKState – Writing a Persuasive Essay
  • Butte College – Writing a Persuasive Essay

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How to Write a Good Conclusion: Outline and Examples

How to Write a Good Conclusion: Outline and Examples

Writing a well-structured and insightful concluding paragraph is akin to putting the final cherry on top of a delicious cake – it completes the experience and leaves a lasting impression. Whether you are crafting a paper, a report, or research, creating a persuasive closing paragraph can significantly enhance your work’s influence. This guide delineates the specifics of how to write a conclusion, explores the essential elements of a closure, offers strategies for writing one that resonates, and shares practical tips to sidestep common errors. Read on if writing a summative and logical ending seems challenging to you.

What is a Conclusion Paragraph and Why is it Important?

At its core, a paragraph conclusion serves to recap the major points of your paper and synthesize your primary argument. It serves as a final opportunity to make a memorable impact on your audience. Crafting a logical closure requires skillfully integrating key elements to reinforce the main argument and connect with the wider significance explored in the essay.

Types of concluding paragraphs include:

  • Summative Conclusion : This kind of closing paragraph briefly sums up the central points of the composition or report without adding new details.
  • Synthetic Closure : In this paragraph, the wrap-up statement goes beyond summarization to discuss the more extensive implications or relevance of the concepts expressed.
  • Final Comment : This type of summation, often used in persuasive or argumentative papers, makes a final appeal or recommendation based on the claims presented.

Different kinds of ending paragraphs fulfill various purposes, each aimed at making a strong impression on the reader. For additional assistance with essay writing, let’s say, generating ideas on how to start a conclusion paragraph, consider exploring AI tools such as the Aithor essay generator, available at https://aithor.com/ai-essay-generator .

Conclusion Paragraph Outline

Concluding paragraphs play a vital role in wrapping up an essay or report effectively. If you are wondering how to write a conclusion paragraph, follow our instructions: recap your central idea and major arguments, adding insight. A carefully constructed summation typically consists of three key elements:

  • Thesis Restatement : Begin writing your final paragraph by paraphrasing your central idea in a slightly different way than you did in the intro to reaffirm it.

Example : In a composition advocating for the significance of renewable energy, the summary statement may begin with: "Throughout history, energy sources have been central in shaping societies..."

  • Summary of Key Points : Next, recap the prime points or views earlier discussed in the body sections. This highlights the thesis and briefly reminds the audience of the path taken through your writing.

Example : From solar and wind to hydroelectric power, each renewable energy source offers distinct benefits in mitigating environmental change and reducing dependence on mineral fuels.

  • Final Comment : End your paper with a sentence that leaves a lasting impression or motivates the reader to act, based on the essay's purpose.

Example : As we look ahead to a sustainable future, utilizing sustainable energy not only helps the environment but also boosts the economy and enhances energy security.

To master writing a well-rounded conclusion, remember these essential steps. This conclusion paragraph structure effectively wraps up your paper, reinforces your primary ideas, and leaves an insight.

Strategies for Writing an Effective Conclusion

Crafting a captivating concluding section that resonates with your readers, is crucial for leaving a long-lasting impression. When writing your closing paragraph, consider employing these strategies:

Circle Back to the Intro : Referencing a key phrase or reasons from your opening paragraph can create a sense of cohesion and closure.

Example : If your introduction highlighted a current environmental crisis, your final paragraph could explore how renewable energy could offer a solution to this crisis.

Pose a Thought-Provoking Query : Encourage deeper contemplation by posing an intriguing question related to your essay topic.

Example : How can people and governments work together to speed up using renewable energy technologies?

Offer a Prediction or Recommendation : Based on your central points, suggest what might happen over time or recommend a course of action.

Example : Investing in renewable energy now can pave the way for a more sustainable and cleaner planet for prospective generations.

Connect to a Broader Context: Relate your paper’s topic to a larger issue or ongoing discussion to underscore its significance and relevance.

Example: The shift to renewable energy is not just about reducing emissions; it's part of a global movement towards sustainable development and ecological stewardship.

Avoid Overly Emotional Call-to-Action: While urging action, maintain a balanced tone to avoid coming across as overly emotional or sensational.

Example: Let's come together to adopt renewable energy and forge a more promising tomorrow for future generations.

By employing these techniques, make sure that your ending paragraph not only recaps your central arguments smoothly but also leaves a sense of purpose and inspiration to your readers.

What to Avoid While Writing a Conclusion

When composing your final paragraph, it's crucial to avoid typical pitfalls that may weaken your closing remarks. Consider some common errors:

Adding Fresh Details : Avoid presenting completely new thoughts or examples that haven’t been addressed in the body parts.

Example : In brief, whereas renewable energy has many benefits, nuclear power remains a controversial alternative.

Overusing Clichés or Generalizations : Keep your language fresh and related to your essay’s topic. Avoid clichéd phrases like "In conclusion," as they add unnecessary redundancy to the text.

Example : In essence, it is obvious that renewable energy is the path of the future.

Undermining Your Efforts : The essay’s last paragraph should assert the validity of the thesis, not undermine it.

Example : While my research has limitations, I believe renewable energy is still a practical alternative.

Overly Emotive Call-to-Action: Balance emotional appeal and confidence and avoid being overly dramatic while encouraging action.

Example: We must act now to embrace renewable energy for a sustainable future.

Confusing Summary with Analysis: Differentiate between recapping key points and providing deeper analysis. Reflect on your insights rather than repeating facts.

Example: Briefly, renewable energy benefits the environment and promotes economic stability.

Avoiding such pitfalls ensures – your closing statements contribute positively to the quality of your assignment. How to write a conclusion paragraph efficiently? Stay concentrated, specific, and assertive to generate an insightful closure that enhances your paper's impact.

Useful Phrases When Starting the Conclusion

Transitioning smoothly into your recap can enhance the influence and clarity of your final comments. Check out some useful phrases categorized by their purpose:

1.       Summarizing : "To sum up,...", "In summary,..."

2.       Reaffirming : "It is evident that...", "This reinforces the notion that..."

3.       Reflecting : "Considering these arguments,...", "Taking this into account,..."

4.   Looking Forward : "Considering the future,...", "Moving forward,..."

By using these connectors, you will write a paragraph that coherently wraps up your ideas and leaves stimulating thoughts.

Conclusion Samples with Explanation

Ending your composition and highlighting your focal points is essential to effectively generate a solid final paragraph. Here are two A-level samples, each crafted for different assignment types:

  • Summative Conclusion : To sum up, the investigation of renewable energy sources underscores their key role in addressing environmental change and lessening our reliance on limited resources. Solar, hydroelectric, and wind power – each provide distinct benefits that contribute to sustainability.

Explanation : This closing paragraph summarizes the central points discussed throughout the paper highlighting the paper’s thesis, without presenting new details.

  • Final Comment : As global energy requirements continue to rise, embracing renewable energy not only addresses environmental concerns but also opens avenues for financial prosperity and energy self-sufficiency. By putting resources into renewable technologies today, we set the stage for a more promising future for coming generations.

Explanation : This paragraph goes beyond summarization to underscore the wider implications and prospects specific to the main idea in the final part.

These conclusion examples illustrate how to create a memorable impression by briefly repeating key points and emphasizing broader implications.

In a nutshell, a meticulously crafted summary paragraph comprises three essential elements that elevate the essay’s impact and overall coherence. A well-structured conclusion paragraph outline involves skillfully recapping the central points, reaffirming your thesis, and forming a strong final impression. Also, the assignment’s ending represents your final occasion to provide insight, so make it count. By avoiding typical errors and employing effective tactics, you can guarantee that the closure not only ties your writing together but also resonates with the audience.

Now that you've learned the secrets of writing a closing paragraph, this guide has equipped you with the essential tools to navigate the process, ensuring your piece is succinct, coherent, and insightful. By adhering to these principles, your finale not only serves to reinforce the topic’s relevance but also inspires thoughtful reflection on its critical role in shaping a brighter future for upcoming generations.

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what is the call to action in a persuasive essay

How to Write a Discursive Essay: Awesome Guide and Template

what is the call to action in a persuasive essay

The term "discursive" comes from the Latin word "discursus," meaning to move around or traverse. A discursive essay reflects this by exploring multiple viewpoints and offering a thorough discussion on a specific topic.

In this article, our term paper writing service will define what a discursive essay is, distinguish it from an argumentative essay, provide practical tips on how to write one effectively, and examine essay examples to illustrate its structure and approach.

What Is a Discursive Essay

A discursive essay is a type of essay where you discuss a topic from various viewpoints. The goal is to provide a balanced analysis by exploring different perspectives. Your essay should present arguments on the topic, showing both sides to give a comprehensive view.

Features of discursive essays typically include:

  • Thesis Statement: Clearly states your position or argument on the topic.
  • Discussion of Perspectives: Examines different viewpoints or aspects of the issue.
  • Evidence and Examples: Supports arguments with relevant evidence and examples.
  • Counterarguments: Addresses opposing viewpoints to strengthen your position.
  • Logical Organization: Structured to present arguments coherently and persuasively.

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How to Write a Discursive Essay

Writing a discursive essay involves examining a topic from different angles and presenting balanced viewpoints. Whether you're tackling a controversial issue or analyzing a complex subject, following these steps will help you craft a well-structured discursive essay.

discursive essay aspects

1. Understand the Topic

Before you start writing, make sure you grasp the topic thoroughly. Identify key terms and concepts to clarify what you need to discuss. Consider the different aspects and perspectives related to the topic that you will explore in your essay.

2. Research and Gather Evidence

Research is crucial for a discursive essay. Gather information from reliable sources such as books, academic journals, and reputable websites. Collect evidence that supports various viewpoints on the topic. Note down quotes, statistics, and examples that you can use to strengthen your arguments.

3. Plan Your Structure

Organize your essay effectively to ensure clarity and coherence. Start with an introduction that states your thesis or main argument. Outline the main points or perspectives you will discuss in the body paragraphs. Each paragraph should focus on a different aspect or viewpoint, supported by evidence. Consider including a paragraph that addresses counterarguments to strengthen your position.

4. Write the Introduction

Begin your essay with a compelling introduction that grabs the reader's attention. Start with a hook or an intriguing fact related to the topic. Clearly state your thesis statement, which outlines your position on the issue and previews the main points you will discuss. The introduction sets the tone for your essay and provides a roadmap for what follows.

5. Develop the Body Paragraphs

The body of your essay should present a balanced discussion of the topic. Each paragraph should focus on a different perspective or argument. Start each paragraph with a clear topic sentence that introduces the main idea. Support your points with evidence, examples, and quotes from your research. Ensure smooth transitions between paragraphs to maintain the flow of your argument.

6. Conclude Effectively

Wrap up your essay with a strong conclusion that summarizes the main points and reinforces your thesis statement. Avoid introducing new information in the conclusion. Instead, reflect on the significance of your arguments and how they contribute to the broader understanding of the topic. End with a thought-provoking statement or a call to action, encouraging readers to consider the complexities of the issue.

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Discursive Guide Checklist

Aspect 📝 Checklist ✅
Understanding the Topic Have I thoroughly understood the topic and its key terms?
Have I identified the different perspectives or viewpoints related to the topic?
Research and Evidence Have I conducted comprehensive research using reliable sources?
Have I gathered sufficient evidence, including quotes, statistics, and to support each perspective?
Structuring the Essay Have I planned a clear and logical structure for my essay?
Does my introduction include a strong thesis statement that outlines my position?
Introduction Does my introduction effectively grab the reader's attention?
Have I clearly stated my thesis statement that previews the main arguments?
Body Paragraphs Do my body paragraphs each focus on a different perspective or argument?
Have I provided evidence and examples to support each argument?
Counterarguments Have I addressed potential counterarguments to strengthen my position?
Have I acknowledged and responded to opposing viewpoints where necessary?
Conclusion Does my conclusion effectively summarize the main points discussed?
Have I reinforced my thesis statement and the significance of my arguments?
Clarity and Coherence Are my ideas presented in a clear and coherent manner?
Do my paragraphs flow logically from one to the next?
Language and Style Have I used clear and concise language throughout the essay?
Is my writing style appropriate for the academic context, avoiding overly casual language?
Editing and Proofreading Have I proofread my essay for grammar, punctuation, and spelling errors?
Have I checked the overall structure and flow of my essay for coherence?

Discursive Essay Examples

Here, let’s take a look at our samples and see how different topics are discussed from different viewpoints in real discursive essays.

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Discursive Essay Topics

Here are a range of topics that encourage exploration of different perspectives and critical analysis. Choose a topic that interests you and allows for a balanced analysis of arguments and evidence.

  • Should governments impose higher taxes on sugary drinks to combat obesity?
  • Is homeschooling beneficial for children's education?
  • Should the use of drones for military purposes be restricted?
  • Should the legal drinking age be lowered or raised?
  • Is online education as effective as traditional classroom learning?
  • Should parents be held legally responsible for their children's actions?
  • Is artificial intelligence a threat to human employment?
  • Are video games a positive or negative influence on young people?
  • Should the voting age be lowered to 16?
  • Should schools teach mindfulness and meditation techniques?
  • Is cultural diversity in the workplace beneficial for companies?
  • Should prisoners have the right to vote?
  • Is social media addiction a real problem?
  • Should plastic packaging be replaced with eco-friendly alternatives?
  • Is it ethical to clone animals for agricultural purposes?
  • Should the government provide subsidies for electric vehicles?
  • Is privacy more important than national security?
  • Should school uniforms be mandatory?
  • Is renewable energy the future of our planet?
  • Should parents have access to their children's social media accounts?

By the way, we also have a great collection of narrative essay topics to inspire your creativity.

What is the Difference Between a Discursive and Argumentative Essay

Discursive essays and argumentative essays share similarities but have distinct differences in their approach and purpose. While both essay types involve critical thinking and analysis, the main difference lies in the writer's approach to the topic and the overall goal of the essay—whether it aims to explore and discuss multiple perspectives (discursive) or to argue for a specific viewpoint (argumentative). Here’s a more detailed look at how they differ:

Key Differences 📌 Discursive Essay 📝 Argumentative Essay 🗣️
Purpose 🎯 Provides a balanced discussion on a topic Persuades the reader to agree with a specific viewpoint.
Approach 🔍 Examines multiple perspectives without taking a definitive stance Takes a clear position and argues for or against it throughout the essay.
Thesis Statement 📜 Often states a general overview or acknowledges different viewpoints. States a strong and specific thesis that outlines the writer's position clearly.
Argumentation 💬 Presents arguments from various angles to provide a comprehensive view. Presents arguments that support the writer's position and refute opposing views.

Types of Discursive Essay

Before writing a discursive essay, keep in mind that they can be categorized into different types based on their specific purposes and structures. Here are some common types of discursive essays:

purpose of discursive essay

Opinion Essays:

  • Purpose: Expressing and supporting personal opinions on a given topic.
  • Structure: The essay presents the writer's viewpoint and provides supporting evidence, examples, and arguments. It may also address counterarguments to strengthen the overall discussion.

Problem-Solution Essays:

  • Purpose: Identifying a specific problem and proposing effective solutions.
  • Structure: The essay introduces the problem, discusses its causes and effects, and presents possible solutions. It often concludes with a recommendation or call to action.

Compare and Contrast Essays:

  • Purpose: Analyzing similarities and differences between two or more perspectives, ideas, or approaches.
  • Structure: The essay outlines the key points of each perspective, highlighting similarities and differences. A balanced analysis is provided to give the reader a comprehensive understanding.

Cause and Effect Essays:

  • Purpose: Exploring the causes and effects of a particular phenomenon or issue.
  • Structure: The essay identifies the primary causes and examines their effects or vice versa. It may delve into the chain of events and their implications.

Argumentative Essays:

  • Purpose: Presenting a strong argument in favor of a specific viewpoint.
  • Structure: The essay establishes a clear thesis statement, provides evidence and reasoning to support the argument, and addresses opposing views. It aims to persuade the reader to adopt the writer's perspective.

Pro-Con Essays:

  • Purpose: Evaluating the pros and cons of a given issue.
  • Structure: The essay presents the positive aspects (pros) and negative aspects (cons) of the topic. It aims to provide a balanced assessment and may conclude with a recommendation or a summary of the most compelling points.

Exploratory Essays:

  • Purpose: Investigating and discussing a topic without necessarily advocating for a specific position.
  • Structure: The essay explores various aspects of the topic, presenting different perspectives and allowing the reader to form their own conclusions. It often reflects a process of inquiry and discovery.

These types of discursive essays offer different approaches to presenting information, and the choice of type depends on the specific goals of the essay and the preferences of the writer.

Discursive Essay Format

Writing a discursive essay needs careful planning to make sure it’s clear and flows well while presenting different viewpoints on a topic. Here’s how to structure your discursive essay:


  • Start with an interesting opening sentence to catch the reader's attention. Give some background information on the topic to show why it’s important.
  • Clearly state your main argument or position on the topic, and mention that you’ll be discussing different viewpoints.

"Should genetically modified foods be more strictly regulated for consumer safety? This question sparks debates among scientists, policymakers, and consumers alike. This essay explores the different perspectives on genetically modified organisms (GMOs) to give a complete view of the issues."

Body Paragraphs

  • Begin each paragraph with a sentence that introduces a key point or perspective about GMOs.
  • Present arguments, evidence, and examples to support each perspective. Consider the benefits, risks, and ethical issues around GMOs.
  • Address possible objections or opposing viewpoints to show a balanced analysis.

"Supporters of GMOs argue that genetically engineered crops can help solve global food shortages by increasing crop yields and resistance to pests. For example, studies have shown that GMOs like insect-resistant corn have reduced the need for chemical pesticides, which benefits both farmers and the environment."


  • Recognize the counterarguments or concerns raised by opponents of GMOs.
  • Provide reasoned responses or rebuttals to these counterarguments, acknowledging the complexity of the issue.

"However, critics of GMOs worry about potential long-term health effects and environmental impacts. They argue that there isn’t enough research to ensure the safety of eating genetically modified foods over long periods."

  • Summarize the main points discussed in the essay about GMOs.
  • Reinforce your thesis statement while considering the different arguments presented.
  • Finish with a thought-provoking statement or suggest what should be considered for future research or policy decisions related to GMOs.

"In conclusion, the debate over genetically modified foods highlights the need to balance scientific innovation with public health and environmental concerns. While GMOs offer potential benefits for global food security, ongoing research and transparent regulation are essential to address uncertainties and ensure consumer safety."

Formatting Tips

  • Use clear and straightforward language throughout the essay.
  • Ensure smooth transitions between paragraphs to maintain the flow of ideas.
  • Use headings and subheadings if they help organize different perspectives.
  • Properly cite sources when referencing research findings, quotes, or statistics.

Remember, besides writing compositions, you’ll also need to do math homework , something we can assist you with right away.

Yays and Nays of Writing Discourse Essays

In learning how to write a discursive essay, certain do's and don'ts serve as guiding principles throughout the writing process. By adhering to these guidelines, writers can navigate the complexities of presenting arguments, counterarguments, and nuanced analyses, ensuring the essay resonates with clarity and persuasiveness.

Yays 👍 Nays 👎
Conduct thorough research to ensure a well-informed discussion. Don’t express personal opinions in the body of the essay. Save personal commentary for the conclusion.
Explore various arguments and viewpoints on the issue. Don't introduce new information or arguments in the conclusion. This section should summarize and reflect on existing content.
Maintain a balanced and neutral tone. Present arguments objectively without personal bias. Don’t use overly emotional or subjective language. Maintain a professional and objective tone.
Structure your essay with a clear introduction, body, and conclusion. Use paragraphs to organize your ideas. Ensure your arguments are supported by credible evidence. Don’t rely on personal opinions without sufficient research.
Include clear topic sentences at the beginning of each paragraph to guide the reader through your arguments. Don’t have an ambiguous or unclear thesis statement. Clearly state the purpose of your essay in the introduction.
Use credible evidence from reputable sources to support your arguments. Don’t ignore counterarguments. Address opposing viewpoints to strengthen your overall argument.
Ensure a smooth flow between paragraphs and ideas with transitional words and phrases. Don’t use overly complex language if it doesn’t add to the clarity of your arguments. Aim for clarity and simplicity.
Evaluate the strengths and weaknesses of different arguments and viewpoints. Don’t present ideas in a disorganized manner. Ensure a logical flow between paragraphs and ideas.
Recap key points in the conclusion, summarizing the main arguments and perspectives discussed. Don’t excessively repeat the same points. Present a variety of arguments and perspectives to keep the essay engaging.
Correct any grammar, spelling, or punctuation errors by proofreading your essay. Don’t ignore the guidelines provided for your assignment. Follow any specific instructions or requirements given by your instructor or institution.

Wrapping Up

Throughout this guide, you have acquired valuable insights into the art of crafting compelling arguments and presenting diverse perspectives. By delving into the nuances of topic selection, structuring, and incorporating evidence, you could hone your critical thinking skills and sharpen your ability to engage in informed discourse. 

This guide serves as a roadmap, offering not just a set of rules but a toolkit to empower students in their academic journey. As you embark on future writing endeavors, armed with the knowledge gained here, you can confidently navigate the challenges of constructing well-reasoned, balanced discursive essays that contribute meaningfully to academic discourse and foster a deeper understanding of complex issues. If you want to continue your academic learning journey right now, we suggest that you read about the IEEE format next.

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What is a Discursive Example?

What is the difference between a discursive and argumentative essay, what are the 2 types of discursive writing.

Daniel Parker

Daniel Parker

is a seasoned educational writer focusing on scholarship guidance, research papers, and various forms of academic essays including reflective and narrative essays. His expertise also extends to detailed case studies. A scholar with a background in English Literature and Education, Daniel’s work on EssayPro blog aims to support students in achieving academic excellence and securing scholarships. His hobbies include reading classic literature and participating in academic forums.

what is the call to action in a persuasive essay

is an expert in nursing and healthcare, with a strong background in history, law, and literature. Holding advanced degrees in nursing and public health, his analytical approach and comprehensive knowledge help students navigate complex topics. On EssayPro blog, Adam provides insightful articles on everything from historical analysis to the intricacies of healthcare policies. In his downtime, he enjoys historical documentaries and volunteering at local clinics.

  • Updated old sections including definition, outline, writing guide.
  • Added new topics, examples, checklist, FAQs.
  • Discursive writing - Discursive Writing - Higher English Revision. (n.d.). BBC Bitesize. https://www.bbc.co.uk/bitesize/guides/zpdwwmn/revision/1  
  • Prepare for Exam Success: C1 Advanced self-access learning Writing Part 1 -the discursive essay Lesson summary. (n.d.). Retrieved June 28, 2024, from https://www.cambridgeenglish.org/Images/583526-c1-advanced-self-access-learning-writing-part-1-discursive-essay.pdf  
  • Tomeu. (n.d.). Advanced C1.1: How to write a DISCURSIVE ESSAY. Advanced C1.1. Retrieved June 28, 2024, from https://englishadvanced2.blogspot.com/2013/10/speakout-advanced-p-25-examples-of.html  

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  • Jun 5, 2024

Presenting UX Research And Design To Stakeholders: The Power Of Persuasion

  • 25 min read
  • UX Research , Communication , UX
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About The Author

Victor Yocco, PhD, has over a decade of experience as a UX researcher and research director. He is currently affiliated with Allelo Design and is taking on … More about Victor ↬

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For UX researchers and designers, our journey doesn’t end with meticulously gathered data or well-crafted design concepts saved on our laptops or in the cloud. Our true impact lies in effectively communicating research findings and design concepts to key stakeholders and securing their buy-in for implementing our user-centered solutions. This is where persuasion and communication theory become powerful tools, empowering UX practitioners to bridge the gap between research and action .

I shared a framework for conducting UX research in my previous article on infusing communication theory and UX. In this article, I’ll focus on communication and persuasion considerations for presenting our research and design concepts to key stakeholder groups.

A Word On Persuasion: Guiding Understanding, Not Manipulation

UX professionals can strategically use persuasion techniques to turn complex research results into clear, practical recommendations that stakeholders can understand and act on. It’s crucial to remember that persuasion is about helping people understand what to do, not tricking them . When stakeholders see the value of designing with the user in mind, they become strong partners in creating products and services that truly meet user needs. We’re not trying to manipulate anyone; we’re trying to make sure our ideas get the attention they deserve in a busy world.

The Hovland-Yale Model Of Persuasion

The Hovland-Yale model, a framework for understanding how persuasion works, was developed by Carl Hovland and his team at Yale University in the 1950s. Their research was inspired by World War II propaganda, as they wanted to figure out what made some messages more convincing than others.

In the Hovland-Yale model, persuasion is understood as a process involving the Independent variables of Source, Message, and Audience . The elements of each factor then lead to the Audience having internal mediating processes around the topic, which, if independent variables are strong enough, can strengthen or change attitudes or behaviors. The interplay of the internal mediating processes leads to persuasion or not, which then leads to the observable effect of the communication (or not, if the message is ineffective). The model proposes that if these elements are carefully crafted and applied, the intended change in attitude or behavior (Effect) is more likely to be successful.

The diagram below helps identify the parts of persuasive communication. It shows what you can control as a presenter, how people think about the message and the impact it has. If done well, it can lead to change. I’ll focus exclusively on the independent variables in the far left side of the diagram in this article because, theoretically, this is what you, as the outside source creating a persuasive message, are in control of and, if done well, would lead to the appropriate mediating processes and desired observable effects.

Effective communication can reinforce currently held positions. You don’t always need to change minds when presenting research; much of what we find and present might align with currently held beliefs and support actions our stakeholders are already considering.

Over the years, researchers have explored the usefulness and limitations of this model in various contexts. I’ve provided a list of citations at the end of this article if you are interested in exploring academic literature on the Hovland-Yale model. Reflecting on some of the research findings can help shape how we create and deliver our persuasive communication. Some consistent from academia highlight that:

  • Source credibility significantly influences the acceptance of a persuasive message. A high-credibility source is more persuasive than a low-credibility one.
  • Messages that are logically structured, clear, and relatively concise are more likely to be persuasive.
  • An audience’s attitude change is also dependent on the channel of communication. Mass media is found to be less effective in changing attitudes than face-to-face communication.
  • The audience’s initial attitude, intelligence, and self-esteem have a significant role in the persuasion process. Research suggests that individuals with high intelligence are typically more resistant to persuasion efforts, and those with moderate self-esteem are easier to persuade than those with low or high self-esteem.
  • The effect of persuasive messages tends to fade over time, especially if delivered by a non-credible source. This suggests a need to reinforce even effective messages on a regular basis to maintain an effect.

I’ll cover the impact of each of these bullets on UX research and design presentations in the relevant sections below.

It’s important to note that while the Hovland-Yale model provides valuable insight into persuasive communication, it remains a simplification of a complex process. Actual attitude change and decision-making can be influenced by a multitude of other factors not covered in this model, like emotional states, group dynamics, and more, necessitating a multi-faceted approach to persuasion. However, the model provides a manageable framework to strengthen the communication of UX research findings , with a focus on elements that are within the control of the researcher and product team. I’ll break down the process of presenting findings to various audiences in the following section.

Let’s move into applying the models to our work as UX practitioners with a focus on how the model applies to how we prepare and present our findings to various stakeholders. You can reference the diagram above as needed as we move through the Independent variables.

Applying The Hovland-Yale Model To Presenting Your UX Research Findings

Let’s break down the key parts of the Hovland-Yale model and see how we can use them when presenting our UX research and design ideas.

Revised: The Hovland-Yale model stresses that where a message comes from greatly affects how believable and effective it is. Research shows that a convincing source needs to be seen as dependable , informed , and trustworthy . In UX research, this source is usually the researcher(s) and other UX team members who present findings, suggest actions, lead workshops, and share design ideas. It’s crucial for the UX team to build trust with their audience, which often includes users, stakeholders, and designers.

You can demonstrate and strengthen your credibility throughout the research process and once again when presenting your findings.

How Can You Make Yourself More Credible?

You should start building your expertise and credibility before you even finish your research. Often, stakeholders will have already formed an opinion about your work before you even walk into the room. Here are a couple of ways to boost your reputation before or at the beginning of a project:

Case Studies

A well-written case study about your past work can be a great way to show stakeholders the benefits of user-centered design. Make sure your case studies match what your stakeholders care about. Don’t just tell an interesting story; tell a story that matters to them. Understand their priorities and tailor your case study to show how your UX work has helped achieve goals like higher ROI, happier customers, or lower turnover. Share these case studies as a document before the project starts so stakeholders can review them and get a positive impression of your work.

Thought Leadership

Sharing insights and expertise that your UX team has developed is another way to build credibility. This kind of “thought leadership” can establish your team as the experts in your field. It can take many forms, like blog posts, articles in industry publications, white papers, presentations, podcasts, or videos. You can share this content on your website, social media, or directly with stakeholders.

For example, if you’re about to start a project on gathering customer feedback, share any relevant articles or guides your team has created with your stakeholders before the project kickoff. If you are about to start developing a voice of the customer program and you happen to have Victor or Dana on your team, share their article on creating a VoC to your group of stakeholders prior to the kickoff meeting. [Shameless self-promotion and a big smile emoji].

You can also build credibility and trust while discussing your research and design, both during the project and when you present your final results.

Business Goals Alignment

To really connect with stakeholders, make sure your UX goals and the company’s business goals work together. Always tie your research findings and design ideas back to the bigger picture. This means showing how your work can affect things like customer happiness, more sales, lower costs, or other important business measures. You can even work with stakeholders to figure out which measures matter most to them. When you present your designs, point out how they’ll help the company reach its goals through good UX.

Industry Benchmarks

These days, it’s easier to find data on how other companies in your industry are doing. Use this to your advantage! Compare your findings to these benchmarks or even to your competitors. This can help stakeholders feel more confident in your work. Show them how your research fits in with industry trends or how it uncovers new ways to stand out. When you talk about your designs, highlight how you’ve used industry best practices or made changes based on what you’ve learned from users.

Methodological Transparency

Be open and honest about how you did your research. This shows you know what you’re doing and that you can be trusted. For example, if you were looking into why fewer people are renewing their subscriptions to a fitness app, explain how you planned your research, who you talked to, how you analyzed the data, and any challenges you faced. This transparency helps people accept your research results and builds trust.

Increasing Credibility Through Design Concepts

Here are some specific ways to make your design concepts more believable and trustworthy to stakeholders:

Ground Yourself in Research. You’ve done the research, so use it! Make sure your design decisions are based on your findings and user data. When you present, highlight the data that supports your choices.

Go Beyond Mockups. It’s helpful for stakeholders to see your designs in action. Static mockups are a good start, but try creating interactive prototypes that show how users will move through and use your design. This is especially important if you’re creating something new that stakeholders might have trouble visualizing.

User Quotes and Testimonials. Include quotes or stories from users in your presentation. This makes the process more personal and shows that you’re focused on user needs. You can use these quotes to explain specific design choices.

Before & After Impact. Use visuals or user journey maps to show how your design solution improves the user experience. If you’ve mapped out the current user journey or documented existing problems, show how your new design fixes those problems. Don’t leave stakeholders guessing about your design choices. Briefly explain why you made key decisions and how they help users or achieve business goals. You should have research and stakeholder input to back up your decisions.

Show Your Process. When presenting a more developed concept, show the work that led up to it. Don’t just share the final product. Include early sketches, wireframes, or simple prototypes to show how the design evolved and the reasoning behind your choices. This is especially helpful for executives or stakeholders who haven’t been involved in the whole process.

Be Open to Feedback and Iteration. Work together with stakeholders. Show that you’re open to their feedback and explain how their input can help you improve your designs.

Much of what I’ve covered above are also general best practices for presenting. Remember, these are just suggestions. You don’t have to use every single one to make your presentations more persuasive. Try different things, see what works best for you and your stakeholders, and have fun with it! The goal is to build trust and credibility with your UX team.

The Hovland-Yale model, along with most other communication models, suggests that what you communicate is just as important as how you communicate it. In UX research, your message is usually your insights, data analysis, findings, and recommendations.

I’ve touched on this in the previous section because it’s hard to separate the source (who’s talking) from the message (what they’re saying). For example, building trust involves being transparent about your research methods, which is part of your message. So, some of what I’m about to say might sound familiar.

For this article, let’s define the message as your research findings and everything that goes with them (e.g., what you say in your presentation, the slides you use, other media), as well as your design concepts (how you show your design solutions, including drawings, wireframes, prototypes, and so on).

The Hovland-Yale model says it’s important to make your message easy to understand , relevant , and impactful . For example, instead of just saying,

“30% of users found the signup process difficult.”

you could say,

“30% of users struggled to sign up because the process was too complicated. This could lead to fewer renewals. Making the signup process easier could increase renewals and improve the overall experience.”

Storytelling is also a powerful way to get your message across. Weaving your findings into a narrative helps people connect with your data on a human level and remember your key points. Using real quotes or stories from users makes your presentation even more compelling.

Here are some other tips for delivering a persuasive message:

  • Practice Makes Perfect Rehearse your presentation. This will help you smooth out any rough spots, anticipate questions, and feel more confident.
  • Anticipate Concerns Think about any objections stakeholders might have and be ready to address them with data.
  • Welcome Feedback Encourage open discussion during your presentation. Listen to what stakeholders have to say and show that you’re willing to adapt your recommendations based on their concerns. This builds trust and makes everyone feel like they’re part of the process.
  • Follow Through is Key After your presentation, send a clear summary of the main points and action items. This shows you’re professional and makes it easy for stakeholders to refer back to your findings.

When presenting design concepts, it’s important to tell , not just show, what you’re proposing. Stakeholders might not have a deep understanding of UX, so just showing them screenshots might not be enough. Use user stories to walk them through the redesigned experience. This helps them understand how users will interact with your design and what benefits it will bring. Static screens show the “what,” but user stories reveal the “why” and “how.” By focusing on the user journey, you can demonstrate how your design solves problems and improves the overall experience.

For example, if you’re suggesting changes to the search bar and adding tooltips, you could say:

“Imagine a user lands on the homepage and sees the new, larger search bar. They enter their search term and get results. If they see an unfamiliar tool or a new action, they can hover over it to see a brief description.”

Here are some other ways to make your design concepts clearer and more persuasive:

  • Clear Design Language Use a consistent and visually appealing design language in your mockups and prototypes. This shows professionalism and attention to detail.
  • Accessibility Best Practices Make sure your design is accessible to everyone. This shows that you care about inclusivity and user-centered design.

One final note on the message is that research has found the likelihood of an audience’s attitude change is also dependent on the channel of communication . Mass media is found to be less effective in changing attitudes than face-to-face communication. Distributed teams and remote employees can employ several strategies to compensate for any potential impact reduction of asynchronous communication:

  • Interactive Elements Incorporate interactive elements into presentations, such as polls, quizzes, or clickable prototypes. This can increase engagement and make the experience more dynamic for remote viewers.
  • Video Summaries Create short video summaries of key findings and recommendations. This adds a personal touch and can help convey nuances that might be lost in text or static slides.
  • Virtual Q&A Sessions Schedule dedicated virtual Q&A sessions where stakeholders can ask questions and engage in discussions. This allows for real-time interaction and clarification, mimicking the benefits of face-to-face communication.
  • Follow-up Communication Actively follow up with stakeholders after they’ve reviewed the materials. Offer to discuss the content, answer questions, and gather feedback. This demonstrates a commitment to communication and can help solidify key takeaways.

Framing Your Message for Maximum Impact

The way you frame an issue can greatly influence how stakeholders see it. Framing is a persuasion technique that can help your message resonate more deeply with specific stakeholders. Essentially, you want to frame your message in a way that aligns with your stakeholders’ attitudes and values and presents your solution as the next logical step. There are many resources on how to frame messages, as this technique has been used often in public safety and public health research to encourage behavior change. This article discusses applying framing techniques for digital design.

You can also frame issues in a way that motivates your stakeholders. For example, instead of calling usability issues “problems,” I like to call them “opportunities.” This emphasizes the potential for improvement. Let’s say your research on a hospital website finds that the appointment booking process is confusing. You could frame this as an opportunity to improve patient satisfaction and maybe even reduce call center volume by creating a simpler online booking system. This way, your solution is a win-win for both patients and the hospital. Highlighting the positive outcomes of your proposed changes and using language that focuses on business benefits and user satisfaction can make a big difference.

Understanding your audience’s goals is essential before embarking on any research or design project. It serves as the foundation for tailoring content, supporting decision-making processes, ensuring clarity and focus, enhancing communication effectiveness, and establishing metrics for evaluation.

One specific aspect to consider is securing buy-in from the product and delivery teams prior to beginning any research or design. Without their investment in the outcomes and input on the process, it can be challenging to find stakeholders who see value in a project you created in a vacuum. Engaging with these teams early on helps align expectations, foster collaboration, and ensure that the research and design efforts are informed by the organization’s objectives.

Once you’ve identified your key stakeholders and secured buy-in, you should then Map the Decision-Making Process or understand the decision-making process your audience goes through, including the pain points, considerations, and influencing factors.

  • How are decisions made, and who makes them?
  • Is it group consensus?
  • Are there key voices that overrule all others?
  • Is there even a decision to be made in regard to the work you will do?

Understanding the decision-making process will enable you to provide the necessary information and support at each stage.

Finally, prior to engaging in any work, set clear objectives with your key stakeholders . Your UX team needs to collaborate with the product and delivery teams to establish clear objectives for the research or design project. These objectives should align with the organization’s goals and the audience’s needs.

By understanding your audience’s goals and involving the product and delivery teams from the outset, you can create research and design outcomes that are relevant, impactful, and aligned with the organization’s objectives.

As the source of your message, it’s your job to understand who you’re talking to and how they see the issue. Different stakeholders have different interests, goals, and levels of knowledge. It’s important to tailor your communication to each of these perspectives. Adjust your language, what you emphasize, and the complexity of your message to suit your audience. Technical jargon might be fine for technical stakeholders, but it could alienate those without a technical background.

Audience Characteristics: Know Your Stakeholders

Remember, your audience’s existing opinions, intelligence, and self-esteem play a big role in how persuasive you can be. Research suggests that people with higher intelligence tend to be more resistant to persuasion, while those with moderate self-esteem are easier to persuade than those with very low or very high self-esteem. Understanding your audience is key to giving a persuasive presentation of your UX research and design concepts. Tailoring your communication to address the specific concerns and interests of your stakeholders can significantly increase the impact of your findings.

To truly know your audience, you need information about who you’ll be presenting to, and the more you know, the better. At the very least, you should identify the different groups of stakeholders in your audience. This could include designers, developers, product managers, and executives. If possible, try to learn more about your key stakeholders. You could interview them at the beginning of your process, or you could give them a short survey to gauge their attitudes and behaviors toward the area your UX team is exploring.

Then, your UX team needs to decide the following:

  • How can you best keep all stakeholders engaged and informed as the project unfolds?
  • How will your presentation or concepts appeal to different interests and roles?
  • How can you best encourage discussion and decision-making with the different stakeholders present?
  • Should you hold separate presentations because of the wide range of stakeholders you need to share your findings with?
  • How will you prioritize information?

Your answers to the previous questions will help you focus on what matters most to each stakeholder group. For example, designers might be more interested in usability issues, while executives might care more about the business impact. If you’re presenting to a mixed audience, include a mix of information and be ready to highlight what’s relevant to each group in a way that grabs their attention. Adapt your communication style to match each group’s preferences. Provide technical details for developers and emphasize user experience benefits for executives.

Let’s say you did UX research for a mobile banking app, and your audience includes designers, developers, and product managers.

  • Focus on: Design-related findings like what users prefer in the interface, navigation problems, and suggestions for the visual design.
  • How to communicate: Use visuals like heatmaps and user journey maps to show design challenges. Talk about how fixing these issues can make the overall user experience better.


  • Focus on: Technical stuff, like performance problems, bugs, or challenges with building the app.
  • How to communicate: Share code snippets or technical details about the problems you found. Discuss possible solutions that the developers can actually build. Be realistic about how much work it will take and be ready to talk about a “minimum viable product” (MVP).

Product Managers:

  • Focus on: Findings that affect how users engage with the app, how long they keep using it, and the overall business goals.
  • How to communicate: Use numbers and data to show how UX improvements can help the business. Explain how the research and your ideas fit into the product roadmap and long-term strategy.
By tailoring your presentation to each group, you make sure your message really hits home. This makes it more likely that they’ll support your UX research findings and work together to make decisions. “

The Effect (Impact)

The end goal of presenting your findings and design concepts is to get key stakeholders to take action based on what you learned from users. Make sure the impact of your research is crystal clear. Talk about how your findings relate to business goals, customer happiness, and market success (if those are relevant to your product). Suggest clear, actionable next steps in the form of design concepts and encourage feedback and collaboration from stakeholders . This builds excitement and gets people invested. Make sure to answer any questions and ask for more feedback to show that you value their input. Remember, stakeholders play a big role in the product’s future, so getting them involved increases the value of your research.

The Call to Action (CTA)

Your audience needs to know what you want them to do. End your presentation with a strong call to action (CTA). But to do this well, you need to be clear on what you want them to do and understand any limitations they might have.

For example, if you’re presenting to the CEO, tailor your CTA to their priorities. Focus on the return on investment (ROI) of user-centered design. Show how your recommendations can increase sales, improve customer satisfaction, or give the company a competitive edge. Use clear visuals and explain how user needs translate into business benefits. End with a strong, action-oriented statement, like

“Let’s set up a meeting to discuss how we can implement these user-centered design recommendations to reach your strategic goals.”

If you’re presenting to product managers and business unit leaders, focus on the business goals they care about, like increasing revenue or reducing customer churn. Explain your research findings in terms of ROI. For example, a strong CTA could be:

“Let’s try out the redesigned checkout process and aim for a 10% increase in conversion rates next quarter.”

Remember, the effects of persuasive messages can fade over time , especially if the source isn’t seen as credible. This means you need to keep reinforcing your message to maintain its impact.

Understanding Limitations and Addressing Concerns

Persuasion is about guiding understanding, not tricking people. Be upfront about any limitations your audience might have , like budget constraints or limited development resources. Anticipate their concerns and address them in your CTA. For example, you could say,

“I know implementing the entire redesign might need more resources, so let’s prioritize the high-impact changes we found in our research to improve the checkout process within our current budget.”

By considering both your desired outcome and your audience’s perspective, you can create a clear, compelling, and actionable CTA that resonates with stakeholders and drives user-centered design decisions.

Finally, remember that presenting your research findings and design concepts isn’t the end of the road . The effects of persuasive messages can fade over time. Your team should keep looking for ways to reinforce key messages and decisions as you move forward with implementing solutions. Keep your presentations and concepts in a shared folder, remind people of the reasoning behind decisions, and be flexible if there are multiple ways to achieve the desired outcome. Showing how you’ve addressed stakeholder goals and concerns in your solution will go a long way in maintaining credibility and trust for future projects.

A Tool to Track Your Alignment to the Hovland-Yale Model

You and your UX team are likely already incorporating elements of persuasion into your work. It might be helpful to track how you are doing this to reflect on what works, what doesn’t, and where there are gaps. I’ve provided a spreadsheet in Figure 3 below for you to modify and use as you might see fit. I’ve included sample data to provide an example of what type of information you might want to record. You can set up the structure of a spreadsheet like this as you think about kicking off your next project, or you can fill it in with information from a recently completed project and reflect on what you can incorporate more in the future.

Please use the spreadsheet below as a suggestion and make additions, deletions, or changes as best suited to meet your needs. You don’t need to be dogmatic in adhering to what I’ve covered here. Experiment, find what works best for you, and have fun.

Project PhasePersuasion ElementTopicDescriptionExampleNotes/
Pre-PresentationAudienceStakeholder GroupIdentify the specific audience segment (e.g., executives, product managers, marketing team)Executives
MessageMessage ObjectivesWhat specific goals do you aim to achieve with each group? (e.g., garner funding, secure buy-in for specific features)Secure funding for continued app redesign
SourceSource CredibilityHow will you establish your expertise and trustworthiness to each group? (e.g., past projects, relevant data)Highlighted successful previous UX research projects & strong user data analysis skills
MessageMessage Clarity & RelevanceTailor your presentation language and content to resonate with each audience’s interests and knowledge levelPresented a concise summary of key findings with a focus on potential ROI and revenue growth for executives
Presentation & FeedbackSourceAttention TechniquesHow did you grab each group’s interest? (e.g., visuals, personal anecdotes, surprising data)Opened presentation with a dramatic statistic about mobile banking app usage
MessageComprehension StrategiesDid you ensure understanding of key information? (e.g., analogies, visuals, Q&A)Used relatable real-world examples and interactive charts to explain user research findings
MessageEmotional AppealsDid you evoke relevant emotions to motivate action? (e.g., fear of missing out, excitement for potential)Highlighted potential revenue growth and improved customer satisfaction with app redesign
MessageRetention & ApplicationWhat steps did you take to solidify key takeaways and encourage action? (e.g., clear call to action, follow-up materials)Ended with a concise call to action for funding approval and provided detailed research reports for further reference
AudienceStakeholder FeedbackRecord their reactions, questions, and feedback during and after the presentationExecutives impressed with user insights, product managers requested specific data breakdowns
Analysis & ReflectionEffectEffective Strategies & OutcomesIdentify techniques that worked well and their impact on each groupExecutives responded well to the emphasis on business impact, leading to conditional funding approval
FeedbackImprovements for Future PresentationsNote areas for improvement in tailoring messages and engaging each stakeholder groupConsider incorporating more interactive elements for product managers and diversifying data visualizations for wider appeal
AnalysisQuantitative MetricsTrack changes in stakeholder attitudesConducted a follow-up survey to measure stakeholder agreement with design recommendations before and after the presentationAssess effectiveness of the presentation

Figure 3: Example of spreadsheet categories to track the application of the Hovland-Yale model to your presentation of UX Research findings.

Foundational Works

  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. New Haven, CT: Yale University Press. (The cornerstone text on the Hovland-Yale model).
  • Weiner, B. J., & Hovland, C. I. (1956). Participating vs. nonparticipating persuasive presentations: A further study of the effects of audience participation. Journal of Abnormal and Social Psychology, 52(2), 105-110. (Examines the impact of audience participation in persuasive communication).
  • Kelley, H. H., & Hovland, C. I. (1958). The communication of persuasive content. Psychological Review, 65(4), 314-320. (Delves into the communication of persuasive messages and their effects).

Contemporary Applications

  • Pfau, M., & Dalton, M. J. (2008). The persuasive effects of fear appeals and positive emotion appeals on risky sexual behavior intentions. Journal of Communication, 58(2), 244-265. (Applies the Hovland-Yale model to study the effectiveness of fear appeals).
  • Chen, G., & Sun, J. (2010). The effects of source credibility and message framing on consumer online health information seeking. Journal of Interactive Advertising, 10(2), 75-88. (Analyzes the impact of source credibility and message framing, concepts within the model, on health information seeking).
  • Hornik, R., & McHale, J. L. (2009). The persuasive effects of emotional appeals: A meta-analysis of research on advertising emotions and consumer behavior. Journal of Consumer Psychology, 19(3), 394-403. (Analyzes the role of emotions in persuasion, a key aspect of the model, in advertising).

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To Serve His Country, President Biden Should Leave the Race

President Biden standing behind a lectern with CNN’s name appearing repeatedly beyond him.

By The Editorial Board

The editorial board is a group of opinion journalists whose views are informed by expertise, research, debate and certain longstanding values . It is separate from the newsroom.

President Biden has repeatedly and rightfully described the stakes in this November’s presidential election as nothing less than the future of American democracy.

Donald Trump has proved himself to be a significant jeopardy to that democracy — an erratic and self-interested figure unworthy of the public trust. He systematically attempted to undermine the integrity of elections. His supporters have described, publicly, a 2025 agenda that would give him the power to carry out the most extreme of his promises and threats. If he is returned to office, he has vowed to be a different kind of president, unrestrained by the checks on power built into the American political system.

Mr. Biden has said that he is the candidate with the best chance of taking on this threat of tyranny and defeating it. His argument rests largely on the fact that he beat Mr. Trump in 2020. That is no longer a sufficient rationale for why Mr. Biden should be the Democratic nominee this year.

At Thursday’s debate, the president needed to convince the American public that he was equal to the formidable demands of the office he is seeking to hold for another term. Voters, however, cannot be expected to ignore what was instead plain to see: Mr. Biden is not the man he was four years ago.

The president appeared on Thursday night as the shadow of a great public servant. He struggled to explain what he would accomplish in a second term. He struggled to respond to Mr. Trump’s provocations. He struggled to hold Mr. Trump accountable for his lies, his failures and his chilling plans. More than once, he struggled to make it to the end of a sentence.

Mr. Biden has been an admirable president. Under his leadership, the nation has prospered and begun to address a range of long-term challenges, and the wounds ripped open by Mr. Trump have begun to heal. But the greatest public service Mr. Biden can now perform is to announce that he will not continue to run for re-election.

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    A call-to-action is most often made at the conclusion of a persuasive speech. " If you have been persuasive and your audience is emotionally invested, the best time for action is now.

  4. Call To Action In Writing: 7 Powerful Examples

    Learn from 7 powerful call-to-action examples and discover how to apply these lessons in your own copywriting practice.

  5. How to Write a Persuasive Essay (This Convinced My Professor!)

    A persuasive essay is exactly what it sounds like: an essay that persuades. Over the course of several paragraphs or pages, you'll use researched facts and logic to convince the reader of your opinion on a particular topic and discredit opposing opinions.

  6. Writing a Persuasive Essay

    Learn how to write a persuasive essay that convinces readers with rhetoric, facts, and examples. Explore related topics and resources at Purdue Global Writing Center.

  7. Persuasive Essay Outline

    What Is a Persuasive Essay? Persuasive essays are meant to convince someone or a group of people to agree with you on a certain topic or point of view. As the writer, you'll use definitive evidence, simple reasoning, and even examples to support your argument and persuade them to understand the point of the essay.

  8. Persuasive Essay Guide: How to Write a Persuasive Essay

    The last time you wrote a persuasive essay may have been in high school or college, but the skill of writing a strong persuasive argument is always a useful one to have. Persuasive writing begins with a writer forming their own opinion on a topic, which they then attempt to convince their reader of this opinion by walking them through a number of logical and ethical arguments.

  9. What is a Persuasive Essay? Full Persuasive Essay Guide

    How to Write a Persuasive Essay in 7 Steps Writing a persuasive essay usually follows a structured format: introduction, body, conclusion. Unlike argument essays, which involve discussing and attacking alternate views, persuasive essays aim to convince the reader of your argument's validity. They're a bit more gentle and understanding in tone.

  10. 5 Steps To Writing an Effective Call to Action (With Examples)

    An effective call to action (CTA) encourages content engagement, converts visitors into leads, and helps people discover your business. It should offer value to the reader and explain what to expect from taking action.

  11. How to Write an Effective Call to Action

    A perfect call to action is a combination of persuasive language and a great design. Create an area of white space around the CTA button and use brighter colors.

  12. Persuasive Conclusions

    Conclusions in persuasive speaking function differently than informative speaking. You will learn how to incorporate a call to action in your persuasive conclusion.

  13. Writing a Persuasive Essay

    A persuasive essay is a written essay that attempts to get the reader to do or think something. The essay acts in the same way that the commercial does. It gives reasons and examples why someone ...

  14. Persuasive Essay

    Function of a Persuasive Essay The major function of a persuasive essay is to convince readers that, if they take a certain action, the world will be a better place for them. It could be otherwise or it could be a call to an action. The arguments given are either in the favor of the topic or against it. It cannot combine both at once.

  15. How To Write a Call to Action That Works [Tips + 6 Examples]

    A call to action is a word or phrase that prompts action. It is a marketing term to describe urging your audience to act in a certain way. A call to action can appear as a clickable button or simply as a piece of text. Call-to-action buttons and phrases can appear at any place in the user journey that you want to direct your audience.

  16. How to Write a Great Call to Action

    Writing a great call to action can translate into more clients, sales, subscriptions, and transitioning leads to conversions. Here's how.

  17. What is a "call to action" in an essay?

    A call to action is a persuasive statement that encourages the reader to take action. It is the final part of your essay, where you tell the reader what they should do next. This statement should ...

  18. 7 Call to Action Examples You Have Never Seen Before

    I will say with 100% certainty, however, that I have never seen call to action examples quite like this ever before. 4. Niki Whittle. Niki Whittle is an online personal stylist who has helped thousands of clients find joy instead of anxiety at the prospect of getting dressed and going out into the world.

  19. Persuasive Essay ⇒ Definition and Writing Guide with an Outline

    Learn more about persuasive essays and their main characteristics. Check out a detailed outline example accompanied by a writing guide.

  20. What Is a Call to Action? (Definition and 17 Examples)

    In marketing, a call to action, or CTA, is a written statement that invites consumers to perform a company's desired action. Calls to action can direct traffic to a business' website, encourage new customers to interact with a company and increase profits for an organization. Writing an effective call to action involves providing a clear ...

  21. 110 Interesting Persuasive Speech Topics to Impress Your Audience

    Creating and delivering an interesting persuasive speech is a major endeavor. The last thing you want is to get stuck on the first step—selecting a persuasive speech topic. Don't worry, we've got you covered. To help you identify the perfect persuasive speech topic for you, we've compiled a list of 110 compelling persuasive speech ideas. Every single one of these ideas has the ...

  22. 8.8: Sample Writing Assignments

    Problem/Solution Persuasive Argument Essay. Writing Task. Role: You are a member of an advocacy group (real or imagined). ... the claim is usually a "call to action," or a statement about what you want your audience to do, believe, or think differently about. Many public service announcements make claims like this: don't text and drive ...

  23. How to Write a Good Conclusion: Outline and Examples

    In this article, you will learn how to write an argumentative essay and find argument essay examples. What is an argumentative essay? In academic writing, an argumentative essay is a paper where a writer provides arguments for and against a certain topic. The purpose of an argumentative essay is to persuade the audience to accep... July 9, 2024

  24. How to Write a Discursive Essay with Impact and Authority

    In this article, our term paper writing service will define what a discursive essay is, distinguish it from an argumentative essay, provide practical tips on how to write one effectively, and examine essay examples to illustrate its structure and approach.

  25. Presenting UX Research And Design To Stakeholders: The Power Of

    Remember, the effects of persuasive messages can fade over time, especially if the source isn't seen as credible. This means you need to keep reinforcing your message to maintain its impact. ... Ended with a concise call to action for funding approval and provided detailed research reports for further reference: Audience: Stakeholder Feedback ...

  26. To Serve His Country, President Biden Should Leave the Race

    The president's inadequate performance in the debate made it clear he is not the man he was four years ago.