Email marketers have long known that crafting a compelling call-to-action (CTA) is an important step in creating an effective campaign. Writing great subject lines and copy will only get you so far, since it's your CTA that will motivate readers to 'click' and ultimately convert into sales.

1. Optimize Your
Video’s Call-
to-Action
4 Lessons From Email Marketing to
VIDEOFORBUSINESS.CA

2. the CTA
that crafting a
compelling call-to-action (CTA) is an important step in
creating an effective campaign.
Your CTA will motivate readers to 'click' and ultimately
convert into sales.
EMAIL MARKETERS HAVE LONG KNOWN

3. Video Marketing
a call-to-action can be verbally stated in a
video's narration, or included as a button for viewers to click (or both). You might be
asking a viewer to visit your website, to download an offer like an ebook, to sign-up
for an event, or to contact you for a consultation.
WHEN IT COMES TO VIDEO MARKETING

4. 1. Use Action-
Oriented Language

5. Compelling verbs like get and learn instead of boring
words like submit or click here.
Follow them up with a clear benefit statement (eg.
"learn more about how you can increase conversions").

6. Avoid using "friction words", such as Download, Buy,
Order or Submit, as these can imply that the viewer
has to do something requiring a certain amount of
effort.

7. 2. Consider
Speaking in the
First Person

8. Studies have shown that changing button text from
the second person (eg. "Get a free ebook") to the first
person (eg. "Get my free ebook") can result in up to a
90% increase in clicks.

9. People tend to be driven more by avoiding loss than
by achieving gain.
Use first person possessive determiners such as "my"
to give the viewer a sense of ownership, and trigger
that drive for loss aversion.

10. 3. Create a Sense
of Urgency

11. Emails that create a sense of urgency are more likely
to convert, and videos are no different. When people
feel a sense of urgency, they tend to respond more
impulsively.

12. Reward viewers for taking advantage of your offer
within an alloted time period (eg. "Save $50 when you
register by 11:59pm").
SET A DEADLINE FOR A DISCOUNT.

13. Offer something in limited supply by including text like
"Limited Edition", "These won't last long", or "RSVP
now: Only 8 Spots Left".
CREATE A SENSE OF SCARCITY.

14. Pair that action-oriented word we discussed above
with an urgent one, for phrasing like "Book today",
"Start saving instantly", or Get your free ebook now".
PAIR AN ACTIVE WORD WITH AN URGENT ONE.

15. 4. Test and Iterate

16. Your calls-to-action are one of the most important
components of your videos in generating measurable
results, so it's important to continually test and iterate.

17. Use A/B Split Testing within a single video, or simply
try different calls-to-action on several similar videos in
a series to see what works best.

18. The language you use should be specifically tailored
to the tone and personality of you brand, so keep
testing to see what resonates with your audience.

19. VIDEO HOSTING &
OPTIMIZATION
GUIDE TO GETTING STARTED WITH
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