the call to action in a persuasive essay is

• Speech Writing
• Delivery Techniques
• PowerPoint & Visuals
• Speaker Habits
• Speaker Resources

Speech Critiques

• Book Reviews
• Browse Articles
• ALL Articles
• Learn About Us
• About Six Minutes
• Meet Our Authors
• Write for Us
• Advertise With Us

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?

Please share this...

This is one of many public speaking articles featured on Six Minutes . Subscribe to Six Minutes for free to receive future articles.

Image credit: Megaphone man at the Metro 4 by Hazzat ( CC BY 2.0 )

Add a Comment Cancel reply

E-Mail (hidden)

Subscribe - It's Free!

Similar articles you may like....

• 10 Ways to End Your Speech with a Bang
• The Ladder of Abstraction and the Public Speaker
• Speech Critique: Dan Pink (TED 2009)
• Bookending Your Speech: A Master Technique
• Speech Analysis: Gettysburg Address – Abraham Lincoln
• Presentation Power: Four Ways to Persuade

Find More Articles Tagged:

11 comments.

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

Recent Tweets

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

“Surround the call-to-action with a description of how their lives will be improved when they act. Paint a prospero… https://t.co/ZPGExX28nM — Oke’ Toastmasters (@oketoast) Mar 4th, 2019

Featured Articles

• Majora Carter (TED, 2006) Energy, Passion, Speaking Rate
• Hans Rosling (TED, 2006) 6 Techniques to Present Data
• J.A. Gamache (Toastmasters, 2007) Gestures, Prop, Writing
• Steve Jobs (Stanford, 2005) Figures of speech, rule of three
• Al Gore (TED, 2006) Humor, audience interaction
• Dick Hardt (OSCON, 2005) Lessig Method of Presentation

Books We Recommend

Six Minutes Copyright © 2007-2022 All Rights Reserved.

Read our permissions policy , privacy policy , or disclosure policy .

Comments? Questions? Contact us .

How to Create a Powerful Call to Action in Your Speech

• The Speaker Lab
• May 29, 2024

Table of Contents

When giving a speech, it’s common to have an intended goal in mind. For instance, you may be informing your audience about a topic, entertaining them, or persuading them to see an issue from your point of view. At times, speakers give a speech with the intent to call their audience to action. A well-crafted call to action turns passive listeners into passionate doers. But how exactly do you galvanize your audience? In other words, how do you craft an effective call to action in your speech?

The key is to make it clear, specific, and emotionally compelling. You need to tap into what your audience cares about and show them how taking action will benefit them. It’s not about what you want—it’s about what they need. In this post, we’ll explore the art and science behind creating a CTA that resonates, motivates, and inspires. So buckle up, because we’re about to take your speaking game to new heights!

What is a Call to Action in a Speech?

If you’ve ever found yourself fired up after listening to a powerful speech , ready to take on the world, you’ve likely experienced the impact of a well-crafted call to action. A call to action (CTA) is an explicit appeal to your audience to take a specific action following your speech. It’s that critical moment when you convert listeners to doers, bridging the gap between inspiration and action.

Types of Calls to Action in Speeches

Calls to action vary depending on your speech’s purpose and who you’re talking to. For instance, you might ask your audience to sign up for a newsletter, donate to a cause, or spread the word about an upcoming event.

• Signing a petition
• Volunteering time to an organization
• Contacting elected representatives about an issue
• Registering to vote
• Changing a specific behavior

The key is to choose an action that is both relevant to your message and realistic for your audience to accomplish.

Learn How You Could Get Your First (Or Next) Paid Speaking Gig In 90 Days or Less

We receive thousands of applications every day, but we only work with the top 5% of speakers .

Book a FREE call with our team to get started — you’ll learn why the vast majority of our students get a paid speaking gig within 90 days of finishing our program .

Benefits of Using a Call to Action in Your Speech

So now you understand what a call to action is, but why use one in your speech? The truth is, a well-crafted CTA can make the difference between a speech that falls flat and one that inspires real change. That makes it a crucial element in your speech, especially if you’re giving a persuasive speech . Not only does a call to action highlight your main message, but it also provides a tangible way for your audience to demonstrate that they agree with what you’ve said. Let’s take a look at some additional benefits of a call to action.

Motivating the Audience to Take Action

The most obvious benefit of a call to action is that it motivates your audience to get involved. By giving them specific, concrete steps to take, you capitalize on the energy and emotion generated by your speech and channel it into something tangible. If you have been persuasive and your audience is emotionally invested, the best time for action is now.

Creating a Lasting Impact

A speech with a strong call to action can have an impact that lasts long after the applause dies down. By turning passive listeners into active participants, you ensure that your message endures and leads to real change.

Achieving the Desired Outcome

At the end of the day, your speech’s impact boils down to one thing: does it inspire action? A powerful, persuasive call to action is what gets people to change their minds, donate resources, or rally behind your cause.

Key Elements of an Effective Call to Action

Crafting an effective call to action is both an art and a science. While there’s no one-size-fits-all formula, there are certain key elements that can help ensure your CTA hits the mark.

Clarity and Specificity

Firstly, your call to action should be crystal clear and specific. Use concrete action words and provide step-by-step instructions for your listeners. After all, the more detailed your CTA, the more likely your audience is to follow through.

Urgency and Immediacy

Secondly, create a sense of urgency with your call to action to prompt the audience to act right away. Capitalize on the momentum generated by your speech and strike while the iron is hot.

Emotional Appeal

Finally, your call to action should tap into your audience’s emotions and personal motivations. Connect the action steps to things they care about, and highlight how taking action will benefit them and the causes they believe in. When your message is relevant to your audience, they are much more likely to take action.

How to Create a Compelling Call to Action for Your Speech

Now that we know the key ingredients of an effective call to action, let’s explore some practical tips for creating your own compelling CTA.

Identifying the Desired Action

Start by clearly stating the action you want your audience to take. What is the one most important thing they can do to further your cause? In addition, make sure your CTA is specific, measurable, and realistic . For instance, if you want your audience to donate money, name a certain amount you’re hoping to raise.

Choosing the Right Words

Use clear, compelling action phrases when delivering your call to action. Start with a strong command verb and highlight the benefits of taking action. Keep it concise while creating a sense of urgency.

Delivering the Call to Action with Conviction

How you deliver your call to action is just as important as the words you choose. Convey confidence and conviction when asking your audience to take action. Use nonverbal cues like strong eye contact and a confident tone in order to drive your message home.

Measuring the Success of Your Call to Action

To really nail your speech, come up with a way to gauge the impact of your call to action. That way, if it’s not as effective as you hoped, you can make changes to future talks and achieve better outcomes.

Tracking Audience Response

To truly gauge the impact of your call to action, monitor how your audience reacts. Are they signing up, donating, or taking other measurable steps? These tangible actions are the best indicators of whether your CTA hit the mark and resonated with your target audience.

Evaluating the Impact of Your Call to Action

Go beyond the raw numbers and consider the broader impact of your call to action. How did the actions taken by your audience members advance your cause? What changed as a result of your speech?

Adjusting Your Approach for Future Speeches

To make your future speeches even more impactful, use the data you’ve gathered from tracking and evaluating your call to action. Analyze what aspects of your CTA worked well and pinpoint elements that could be tweaked. Ask yourself: Was my call to action specific enough? Did I effectively appeal to the right emotions and motivations to inspire my audience?

By continually honing your call-to-action skills, you’ll become an increasingly effective and persuasive speaker, able to inspire real change in your audience and the world. So don’t underestimate the power of a well-crafted CTA, because it just might be the most important part of your speech.

Find Out Exactly How Much You Could Make As a Paid Speaker

Use The Official Speaker Fee Calculator to tell you what you should charge for your first (or next) speaking gig — virtual or in-person! 

FAQs on Calls to Action in Speeches

What is an example of call to action in a speech.

“Let’s stand together and fight for change now” pushes listeners towards immediate collective action, aiming to inspire unity and determination.

What is a call to action example?

In marketing, “Click here to learn more about our eco-friendly products” guides customers directly towards engaging with sustainable choices.

What is the speaker’s call to action?

The speaker urges the audience towards specific behavior or thinking shift, like “Vote for cleaner parks in our community.”

How do I call an audience to action?

To motivate your audience, clearly state what you want them to do next. Use powerful words that evoke emotion and urgency.

A powerful call to action is the key to turning your speech into real-world impact. By making it clear, urgent, and emotionally resonant, you can inspire your audience to take that crucial next step.

Remember, it’s not about you—it’s about them. Connect your call to action to their needs, hopes, and desires. Paint a vivid picture of the change they can create by taking action.

Developing a strong call to action requires practice, but it’s a talent that will serve you well in every speech you give. As you keep polishing your method, you’ll notice your words starting to make a difference in people’s lives and the world around them. That’s the genuine power of a well-executed call to action.

• Last Updated: May 24, 2024

Explore Related Resources

Book a call with our team to get started — you’ll learn why the vast majority of our students get a paid speaking gig within 90 days of finishing our program .

If you’re ready to control your schedule, grow your income, and make an impact in the world – it’s time to take the first step. Book a FREE consulting call and let’s get you Booked and Paid to Speak ® .

About The Speaker Lab

We teach speakers how to consistently get booked and paid to speak.  Since 2015, we’ve helped thousands of speakers find clarity, confidence, and a clear path to make an impact.

Get Started

Let's connect.

[email protected]

Copyright ©2023 The Speaker Lab. All rights reserved.

What Is a Call to Action in Writing?

Written by Rebecca Turley

How do you inspire readers to take action?

A Call to Action (CTA) in writing is your opportunity to motivate readers to take some type of action. Can your writing and accompanying CTA be compelling enough to motivate your readers to take the next step, make the next move?

That’s the million-dollar question.

Call to Action: What It Is, What It Isn’t, and How to Successfully Use It in Your Writing

So, what exactly is a Call to Action and how can you best utilize it as a writer?

A CTA in writing is a clear and direct message that should elicit a strong response from readers to do something . In marketing lingo, this something is called a “conversion” – turning observers into doers.

Think of it as a “hook, line, and sinker” moment – you want to inspire the reader to do what you want them to do. Maybe it’s subscribe to your online newsletter, book a service, or buy a product—a CTA is a one-liner that gets the job done. It can be an outstanding marketing tool that keeps your reader engaged and ready to act.

It may be a small, two-word phrase or as long as a sentence, but its goal remains the same: to provide your reader with direction on what to do next. You provided them with compelling, interesting text; now’s not the time to leave them hanging! Finish it off with a great CTA and you’ve accomplished your goal.

CTAs are most often used to make a sale by providing a direct path to the product or service you want them to buy. But they can also be helpful for building your customer base and generating leads for future sales. Most CTAs are used as hyperlinks that take the reader where you want them to go, but they can also motivate the reader to make a phone call, download a brochure, or complete a similar activity.

Creating an Effective Call to Action

Once you understand the goal of the CTA, it becomes rather easy to write one yourself. But there are some tried-and-true rules to follow to ensure your CTA is everything it can be.

A CTA is NOT:

• Overly wordy

Start your CTA with a strong action verb .

A CTA doesn’t take time to get to the point. It accomplishes its goal by telling the reader exactly what to do.

Think “authoritative” when choosing your words for a CTA. Those action verbs should inspire and convince the reader to do something, so now’s not the time to underwhelm them. When choosing that action verb, think about how best to direct your reader:

Use words that excite and motivate the reader.

Get them motivated and curious to make the move. Think about persuasive language here, about intriguing your reader to want to know more or make a move. Persuasive language speaks to saving them money, saving them time, or improving their lives in some way:

• Sign up to join the millions of others who are taking steps to save the planet!
• Click here to start saving money today!
• Call today to book your dream vacation!

Create a sense of urgency.

You can create a sense of urgency in a number of ways. Add an adjective, make a promise, or elicit FOMO.

• Order yours today, while supplies last!
• Get free shipping for a limited time!
• Lose weight in just 4 weeks!
• Call today and enjoy 50% off your purchase!

Eliminate wordiness.

You have one opportunity to capture their attention and motivate them to click. Don’t waste it by overloading your CTA with unnecessary words or confusing text. Think straightforward, clear, concise, and to the point.

If you aren’t getting the response you hoped for, switch it up.

You never really know if your CTA is going to be effective unless you give it a whirl. If you aren’t getting the response you hoped for, it never hurts to try another tactic. Remember that CTAs are not a one-size-fits-all approach, so you may need to experiment to find one that works best for your audience.

Need a little inspiration to create the perfect CTA? Here are popular CTA phrases designed to boost your conversion efforts.

Do you want customers to sign up or subscribe to something?

• Subscribe now
• Don’t miss out
• Get started now
• Stay up-to-date
• Remain in the know

Do you want customers to keep reading your content?

• Find out more
• Discover more
• Become part of our community

Do you want customers to take advantage of a deal or discount?

• Claim your offer
• Claim your discount
• Redeem your discount
• Start your free trial now
• Start shopping now
• Claim our limited time offer

Adding a Secondary Call to Action: Another Tool in the Writer’s Toolkit 

A secondary CTA is not simply reciting the primary CTA twice or rewording the primary CTA. It serves as another option for the reader.

Here’s a good example:

Primary CTA: Donate now to help save endangered white rhinos!

Secondary CTA: Sign up for our weekly e-newsletter to stay up-to-date on conservation efforts for the endangered white rhino.

The primary CTA is a great example of providing the reader with an immediate opportunity to act. But not all readers may be ready to pull out their wallets and make a donation. That’s there the secondary CTA comes in. You’ve captured the interest of the reader enough to inspire them to sign up for your weekly e-newsletter, which could translate into a donation somewhere down the road. Secondary CTAs provide the reader with another opportunity to take action, thereby allowing you to boost your conversion rate.

The secondary CTA should be featured less prominently than the primary CTA because you ultimately want the reader to click on the primary CTA. Remember: The primary CTA should be the most desired action you want your reader to take. A secondary CTA shouldn’t compete with the primary CTA; it should complement it.

But the secondary CTA is certainly an excellent option for those who don’t find the primary CTA appealing. The secondary CTA captures that reader who may have moved on from your website or blog without taking any action at all (i.e., lost conversions). By keeping your reader engaged and returning to your site with the secondary CTA, you’re naturally increasing your chances of enticing the reader to act on the primary CTA in the future.

Secondary CTAs may also be used to simply grow your social reach. A great example of a secondary CTA in this case is to simply encourage the reader to follow you on Twitter, Facebook, or LinkedIn. You can also encourage the reader to share your article or blog on their social media platform of choice. Either way, it’s a great way to boost your social media presence.

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.” 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.

Share This Book

The Throughline Blog

Practical Media Training and Public Speaking Tips

Seven Tips for a Persuasive Call to Action

As with the other principles of persuasion that we’ve covered in this series, reciprocity  and authority , a persuasive call to action taps into longstanding elements of human behavior that make us more likely to comply with a request.

Overall, we look for things that will benefit or help us in some way. Your job as a speaker is to not only help your audience see why your message is a boon, but also to clear the clutter so they can immediately see why (and how) they should take you up on your offer.

Here, we offer seven tips that will help you to do just that:

7 Tips for a Persuasive Call to Action

1. don’t ask for too much.

Three requests or fewer are best. In general, people don’t do well with too many choices – a glut can create analysis paralysis.

2. Avoid vague requests

Concrete changes or actions are easier to imagine and, ultimately, carry out. Rather than telling them to “get involved,” you could go with this: “Become an important part of the solution by participating in our first annual neighborhood cleanup next month.” 

3. Help them overcome the opposition

If you are suggesting they embrace a plan that is unpopular in some quarters, give them the counterarguments they can use when defending their decision.

4. Make it easy to execute

Your request shouldn’t require your audience members to expend too much money or time, at least not at first.

5. Aim high but provide alternatives

Be ambitious in your call to action but offer smaller steps the audience can take as well. Audience members new to the political scene may not answer a request to attend a protest, but they may be willing to sign a petition. Those who don’t make much money might struggle to donate funds but can offer their time. When you tailor your call to action to your audience’s needs and interests, you increase your chances they will comply.

6. Secure a commitment

7. Start slow

To avoid cognitive dissonance, nudge the needle ever so slightly. You can do that by suggesting changes to self-identity that are barely perceptible at first. A slight tweak in thinking, perhaps, or a small step to change an enduring habit. Know your audience, too. An audience full of thrill seekers might respond to a leap of faith in an entirely different way than an audience for whom such a leap is impractical given their professional and personal responsibilities.

Realize Your Goals

Some public speakers are hesitant to issue an overt call to action. They may be fearful that they are coming across as over-aggressive in their pitch. So, they decide to let their arguments and main points do the work of convincing their audience. But such inference is no guarantee.

Your audience members must make numerous decisions, large and small, every day, based on the numerous messages that bombard them. When you are clear in your intentions, you cut through the clutter and provide the audience with the information they need to be persuaded.

Part One: Reciprocity, The Persuasive Gift that Keeps Giving

Part Two: Four Ways To Establish Your Authority With an Audience

Share this article

• Share on Facebook
• Share on Twitter
• Share on LinkedIn
• Share on Email

STAY UP TO DATE WITH THE THROUGHLINE NEWSLETTER

Join the thousands of professionals who receive our email newsletter. Improve your public speaking and media interviewing skills—and enhance your career— by signing up.

Public Speaking Skills Training

Since 2004, we have helped speakers prepare for the world’s biggest stages, including TED, the World Economic Forum, and a presidential announcement speech. We’re committed to your long-term growth, and we’ll be with you every step of the way.

More from the throughline blog

In Presentation Training How to Hide a Lavalier Mic Wire

In Presentation Training Are Your Stories Making You Appear Inauthentic?

In Presentation Training Why You Should Have Three Speech Opens

This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the privacy policy . If you want to know more or withdraw your consent to all or some of the cookies, please refer to the privacy policy. By closing this banner or continuing to browse otherwise, you agree to the use of cookies.