The most important part of any presentation is the call to action – a content device used to induce your audience to perform a specific act, like buying a product, investing in a company, learning more about an initiative, or contacting you after the presentation. This is the moment where you wrap up everything you have shared and invite your audience to take a next step with you. Whether you’re delivering a sales pitch, TED Talk, or motivational speech, they all must have a call to action. The trick to a call to action is that they must be clear and compelling; only then will your audience leave feeling like they have been impacted and ready to engage with you.
Here are 5 steps to create a compelling call to action.
Step #1 – Begin with the end in mind.
When creating your call to action, start with the end in mind. Think through all the potential next steps your audience could take after you have delivered your content. You might be surprised at the many different ways your audience can engage with you, so use this as a brainstorming opportunity for new and creative ways to connect people to your message.
Step #2 – Narrow down your options.
With all the options in front of you, it’s time to narrow them down. Select three potential next steps for your audience to take. While evaluating your options, be intentional about selecting different levels of engagement. In order to see maximum engagement, select an option that speaks to different audiences.
Step #3 – Create a strategy.
In order for a call to action to be effective, you need a plan. Develop a strategy for implementation and assessment of each call to action you have selected. The fastest way to lose momentum post presentation is to not have a tangible strategy for your audience to follow, so do the work ahead of time to keep your audience invested.
Step #4 – Include it as its own slide.
When it comes to delivering your call to action, the team at Ethos3 recommends you write it out word for word in your presentation on its own slide. With so much preparation going into content development and slide design, you don’t want to risk confusion during this final moment. Make sure your audience knows exactly what steps they should take next by allowing them to read and hear your call to action.
Step #5 – Follow up within 48 hours.
Studies have shown that following up with potential leads must take place within the first 48 hours to ensure maximum engagement. After 48 hours, the engagement levels drop exponentially which means you need to be on your game when it comes to follow up. Start with a personal phone call, and if you don’t hear back, respond with an email the next day.
Calls to action are an integral part of every presentation. They move your audience out of their seats and into action, and it’s your job as a presenter to inspire that response. By planning ahead and following these 5 simple steps, you are sure to nail your next call to action.
Interested in elevating your presentation skills? Check out the Presentation Mentor online course today.
