Ethos3 Founder and CEO Scott Schwertly likes to say that giving a presentation without a call to action is a presentation wasted giving. It’s pointless to request that an audience sit through your 20, 30, or 60-minute presentation and then neglect to provide future action items. When you forego a call to action at the end of your presentation, you not only miss an opportunity to generate leads, but you also hide the ultimate purpose of your message. Don’t keep your audience in the dark. Here’s your guide to developing a presentation call to action:
What is a call to action?
In your presentations, a call to action serves to connect your words to a necessary action. Through a word or phrase on the slide – hyperlinked or not – a presentation call to action motivates your audience members to perform a particular task. Encourage your listeners to download a new eBook you produced. Request that they ask you questions about your product or service. Whatever the ask, communicate it effectively through your presentation call to action.
Show me some examples.
Although there are a variety of phrases and words you could include in your presentation call to action, I have included a list of my favorites below:
Start: Through this presentation call to action word, send the message to your audience that once they take advantage of your offer, they will immediately receive results. This approach intensifies the urgency of the act.
Join: Enhance your connection with your audience by asking them to join you on an adventure bigger than themselves.
Discover: The tone of this word implies that the listener or actor will realize something he or she had never realized before. Inject a sense of wonder using the word discover.
Want: Appeal to your audience’s desires. Show that you understand them and proposition your product or service as the right solution for those individuals listening to you.
Try: Offer a unique opportunity through the use of the word try. Maybe it’s a free trial of your service or a consultation.
Get: Tease the idea that your audience members will receive a gift from you through your presentation content.
Any: Exude openness and flexibility with this term. Spark a discussion or conversation by asking your audience if they have any questions for you.
How do I use them in my presentations?
The best place to insert a call to action is at the conclusion of your presentation. After you’ve reviewed your 3 main points, end your talk in an inspirational – or otherwise appropriate – note with your specific call to action.
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