# CTA (Call-to-Action) Library

Proven CTA patterns organized by goal and context.

---

## Primary CTA Patterns

### Trial/Signup CTAs
```
Start free trial
Try [Product] free
Get started free
Start your free [period] trial
Create free account
Sign up free
Begin your trial
```

**Best for:** SaaS, freemium products, low-commitment first step

### Demo/Sales CTAs
```
Book a demo
Schedule a call
Talk to sales
Request a demo
See it in action
Get a walkthrough
Book your demo
```

**Best for:** Enterprise sales, complex products, high-touch sales

### Download/Lead Magnet CTAs
```
Download now
Get the [resource]
Download free [resource]
Get your copy
Grab the guide
Download the [type]
Access the [resource]
```

**Best for:** Lead generation, content marketing, gated content

### Purchase CTAs
```
Buy now
Get [Product]
Start [Product]
Upgrade now
Go Pro
Unlock [feature/tier]
Get access
```

**Best for:** E-commerce, paid products, upsells

---

## Value-First CTAs

### Outcome-Focused
```
Start [achieving goal]
Get more [benefit]
Boost your [metric]
Grow your [thing]
Improve your [area]
Increase [metric]
```

**Examples:**
- Start closing more deals
- Get more qualified leads
- Boost your conversion rate
- Grow your email list

### Problem-Solving
```
Fix your [problem]
Stop [pain point]
End [frustration]
Solve [issue]
Say goodbye to [problem]
```

**Examples:**
- Fix your broken funnel
- Stop losing customers
- End the spreadsheet chaos

---

## Low-Friction CTAs

### Information-Seeking
```
Learn more
See how it works
Explore features
View pricing
See plans
Compare options
Take the tour
```

**Best for:** Awareness stage, high-consideration purchases

### No-Commitment
```
Browse [things]
Explore [product]
Check it out
See for yourself
Take a look
Preview [feature]
```

**Best for:** Reducing anxiety, first-time visitors

---

## Urgency CTAs

### Time-Limited
```
Get it now
Start today
Claim your spot
Don't miss out
Limited time offer
Grab it before it's gone
Act now
```

### Scarcity-Based
```
Claim your spot ([number] left)
Join ([number] spots remaining)
Reserve your seat
Only [number] available
Last chance
```

---

## Social Proof CTAs

```
Join [number]+ [audience]
See why [number] chose us
Join the [community/movement]
Become a member
Join the waitlist
Be the first to know
Get early access
```

**Examples:**
- Join 10,000+ marketers
- See why 5,000 teams chose Acme
- Join the productivity revolution

---

## Personalized CTAs

### Role-Based
```
For [role]: Start here
Built for [audience]
Perfect for [segment]
Designed for [team type]
```

### Stage-Based
```
I'm just exploring
I'm ready to start
I want to talk to someone
Show me the basics
Give me the advanced version
```

---

## Button Copy Rules

### Do
- Start with a verb (action word)
- Be specific about what happens next
- Match the value proposition
- Use first-person when appropriate ("Get my report")
- Keep it short (2-5 words ideal)

### Don't
- Use "Submit" or "Click here"
- Be vague ("Learn more" when you can be specific)
- Create anxiety (avoid "Buy now" if not ready)
- Overpromise ("Get rich" etc.)
- Use jargon

---

## CTA by Funnel Stage

### TOFU (Awareness)
```
Learn more
Explore [topic]
Read the guide
Watch the video
See how it works
Get the free [resource]
```

### MOFU (Consideration)
```
Compare plans
See pricing
Request a demo
Download case study
Watch demo video
See customer stories
```

### BOFU (Decision)
```
Start free trial
Get started
Buy now
Upgrade to Pro
Contact sales
Book implementation call
```

---

## CTA Pairs (Primary + Secondary)

### High-commitment primary
```
Primary: Book a demo
Secondary: Watch 2-min video

Primary: Start free trial
Secondary: See how it works

Primary: Talk to sales
Secondary: See pricing
```

### Medium-commitment primary
```
Primary: Get started free
Secondary: View pricing

Primary: Download now
Secondary: Preview first
```

---

## Mobile-Specific CTAs

- Keep to 2-3 words
- Use full-width buttons
- Avoid hover-dependent actions
- Consider thumb-reach zones
- Use sticky CTAs for long pages

---

## A/B Test Ideas

High-impact tests:
1. **Value vs. Action**: "Start free trial" vs. "Get more leads"
2. **First person**: "Get my report" vs. "Get your report"
3. **Specificity**: "Get started" vs. "Create your first campaign"
4. **Urgency**: "Start now" vs. "Start free trial"
5. **Risk reduction**: "Try free" vs. "Start 14-day trial"

---

## Anti-Patterns

Avoid these weak CTAs:
- Submit
- Click here
- Enter
- Go
- Send
- Continue (unless multi-step)
- Learn more (when you can be specific)
- Download (alone, without context)
