The use of calls-to-action is a key component of effective marketing for any business, particularly in aesthetic medical practices.
They are important because they help direct potential patients to the appropriate webpage or contact option, ensuring they receive and choose to engage with the contact information they need.
Typically, a CTA will appear on a website, within an email, or as a post on social media, but they can be found virtually anywhere that advertising is taking place.
For example, a CTA may link people directly to a comprehensive list of services offered by a given practice, or show directions towards their physical location, or even direct them to that contact page you spent so much time putting together.
Not only does this make it easier for the patient to find the specific details about their cosmetic treatment or aesthetic conditions, it also ensures that the patient’s experience with their medical provider remains as seamless and stress-free as possible.
As such, CTAs are an invaluable marketing strategy for any medical practice looking to attract more clients while providing them with an intuitive manner of communicating and engaging with the provider’s services.
But what is a good approach to writing one?
Our answer? Screw one; we will give you 8.
1. The Direct CTA
A Direct CTA is the bread and butter of the CTA world; it is an imperative statement used to inform the reader what action to take next. It is a specific type of instruction designed to prompt an immediate response and help engage patients throughout their journey. They are powerful in driving desired outcomes because they give people clear direction on what they should do straight away.
When utilizing a Direct CTA, it needs to be worded succinctly, with strong language that isn’t open to interpretation. Leave political answers for the politicians.
Don’t give them any wiggle room — be abrupt. For example, with the phrase “sign up now” the patient can easily understand what action is required without any ambiguity or delay. Use these when trying to generate leads or conversions, as they make the process much easier for your readers and patients.
2. The Countdown CTA
A Countdown CTA is a tool that helps drive urgency around a desired outcome.
It can be used to encourage people to take action with an indication of the time they have left to do so – often indicated by a clock, countdown timer, or other visual representation of time passing.
In order to use a Countdown CTA effectively, you need to rent out all the billboards on Times Square for at least three hours…
Kidding — just making sure you are paying attention.
You should identify the action you want the patient to take, create an offer that resolves their primary need or issue and meets your desired outcome, set realistic expectations for the action’s resolution, and clearly communicate the value proposition in supplemental visuals and text.
Easy peasy.
The power of this option comes from its ability to mobilize people in extraordinary ways by presenting them with a setting where they feel compelled to take immediate action.
This type of urgency has been used as an incredibly effective marketing tactic for centuries, and, if used strategically and responsibly, can help any practice achieve their goals faster.
3. The Explainer CTA
An Explainer CTA is a type of online marketing strategy used to encourage people to engage with content, websites, or other online properties by educating the reader with background information that entices them to click through and learn more.
When done properly, this method can be highly persuasive and powerful in digital campaigns strategy.
It’s important for the marketers behind these CTAs to capture users’ attention quickly and make it clear why they should click on the link.
Additionally, it’s important that the message remains relevant so that it doesn’t simply become intrusive noise in busy feeds or looked at as though it were some kind of cheap (gasp!) click bait.
With these tactics used properly, using an Explainer CTA as part of any digital campaign can help marketers reach their desired goals more easily.
4. The Shock Value CTA
A Shock Value CTA is a type of marketing tool used to drive conversions and encourage a response from the target customer.
It provokes an emotional reaction through striking language or imagery, which makes the customer very aware of their need for the product or service being pitched.
To use a Shock Value CTA effectively, the tone of voice should be laced with urgency and intrigue.
Concentrate on using words and phrases that tap into powerful emotions like fear and excitement, avoiding anything too overbearing or crass in order to maximize effectiveness.
(Sorry to burst your bubble. I understand you might feel like you are the next Andrew Tate or Elon Musk, who can pop off by saying ludicrous things on the internet for attention… but, well, you shouldn’t want to be.)
Shock Value CTAs can be powerful tools when used correctly, as they create a sense of self-awareness within potential patients by putting them in uncomfortable yet exciting situations involving your product.
5. The Incentivized CTA
An Incentivized CTA is a type of marketing tactic used to encourage patients to take action in exchange for an incentive. It can be a discount, free shipping or products, additional services, or any other offer that adds value for the customer.
To use this CTA effectively, make sure it is pertinent to the product you’re attempting to drive people towards and provide clear instructions so there’s no confusion about how to apply the offer. In addition, to ensure that your CTA has maximum reach and visibility it should always be featured prominently on your website’s homepage and/or landing page.
The bonus qualities of this CTA make it an especially powerful marketing tool because they encourage potential patients to act in haste and ultimately have a higher conversion rate than more common forms of advertising.
6. The Firework CTA
A Firework CTA involves using interactive elements on the web page to draw users attention to important information and encourage them to take action. These features can include interactive popups, animations, audio, or even an embedded quiz. Additionally, by adding some type of reward or incentive such as a discount or free trial period as mentioned above, patients are even further engaged and more likely to click on the CTA and take action.
For example, you might create a ‘Sign Up Now’ button that animates when a user scrolls over it or audio that plays to draw attention to key sections of your page. All of these elements increase engagement with the content and provide users with an exciting experience.
7. The Wordplay CTA
Wordplay CTAs are an incredibly effective way to draw attention and engage people. This type of CTA takes phrases or ideas that feature metaphors, similes, puns, motifs, or contextual messages to make a point. They’re very effective because they grab the reader’s attention and create a strong emotional and interactive response.
Developing the right Wordplay CTA for the message you want to communicate is important, as it will help target readers of all ages and backgrounds. When creating your CTA, brainstorm different things by playing around with words and phrasing until you come up with something unique that stands out from the rest. Wordplay CTAs can really take your message to an… Incredible… level if done correctly!
8. The Scarcity CTA
A Scarcity CTA is a call-to-action that emphasizes limited availability, and is used by marketing professionals to get access to attention, build urgency and drive high conversions. To maximize the effectiveness of using this type of CTA, marketers should set specific scarcities, such as limit supplies on popular items or limited number of patients for special promotions.
If utilized correctly, a Scarcity CTA can be an incredibly powerful tool for marketers because it creates a sense of urgency and triggers the fear of missing out, encourages patients to take immediate action, and leads to greater conversion rates.
The Extra Special “We Got You Covered” CTA
As if you hadn’t read enough CTAs in this article already, here’s one more for you: the sincere “you got this, we got your back” approach.
We know learning all of this can feel overwhelming, but we also know that given the right tools, you can knock this stuff out of the ballpark.
But if you ever feel overwhelmed, don’t worry. You can give us a call at (800) 949-0133 or schedule a one-on-one. Our Incredible Educators are here to help you, anytime, for free. We got you, fam.
Christian Shepherd
Content Stategist
Incredible Marketing
