A call to action (CTA) is a marketer’s secret sauce. Sometimes, it’s a gentle nudge, and other times, it’s a direct, urgent ask. Either way, I’ve seen countless variations of CTAs work, each tailored to what a brand wants its viewers, clients, or potential customers to do.

At its core, a CTA is a strategic prompt that encourages an audience to take a specific action. Here are some common examples:

• Subscribe to an email list
• Buy a product
• Visit a website
• Learn more
• Tag a friend
• Limited-time offer
• Watch a video
• Join the waitlist
• Attend an event
• Donate to a cause
• Like and subscribe
• Share with a friend
• Click the link in bio
• Leave a review
• Add to cart
• Swipe up
• Leave a comment
• Give feedback

This list could go on indefinitely, and most marketers test multiple CTAs to see which ones resonate best with their target audience.

How CTAs Work for Different Business Models

1. A Restaurant Promoting a Seasonal Dish

If I owned a restaurant, I might create a limited-time menu item featuring seasonal ingredients like fresh summer berries, winter squash, or spring asparagus. People hate the idea of missing out on something special—especially when it’s visually appealing and delicious. This sense of urgency draws customers in and is a tried-and-true marketing strategy in the restaurant industry.

Effective CTAs:

• Limited-time only – Don’t miss out!
• Tag a friend for a girls’ night out!
• Book your reservation before it’s gone!
• Join the waitlist for priority seating!

2. A Deep-Sea Fishing Charter Growing a YouTube Channel

If I ran a deep-sea fishing charter and wanted to grow my YouTube audience, I would run a giveaway. Giveaways are powerful for building community engagement by encouraging current followers to tag their friends and share content. To maximize engagement, I’d also create polls asking my audience about their dream fishing trip, what fish they want to catch, and when they’d prefer to go—creating buzz and anticipation.

Effective CTAs:

• Like & subscribe for a chance to win!
• Click the link in bio to enter!
• Comment on our latest video to qualify!
• Tag a friend you’d take on this trip!

3. A Custom Phone Case Business

If I owned a company that sold custom phone cases, I wouldn’t focus solely on protection. Instead, I’d highlight the aesthetics, unique designs, and exclusivity—perhaps offering limited-edition drops to create urgency.

Effective CTAs:

• Add to cart before they sell out!
• Limited stock – Grab yours now!
• Join the waitlist for exclusive early access!

CTAs Are Everywhere

Every business uses CTAs, whether they realize it or not. Even in daily life, we naturally engage with them—sending videos to friends, tagging people in posts, or sharing content we love. CTAs aren’t just a sales tactic; they’re an essential part of communication and engagement. By integrating them into your marketing strategy, you’re guiding your audience toward action in a way that feels organic and compelling.