It’s generally assumed that CTAs (calls to action) originated with the first dial-up modem. The thinking goes that the Internet required a more targeted, refined approach to motivating people from their passivity. When in fact, CTAs have existed for centuries.
When schoolyard bullying was a pressure-tested, time-honored tradition, no one questioned the subtle taping of a sign to a student’s back. When someone wrote, “kick me,” it was anything but a rhetorical ask. Considering the popularity of the world Cup, it’s something most people should understand. But that was hardly unique in the early days of engaging your audience.
The Ten Commandments are more calls to inaction given their focus on the word “not.” Except of course for Ozzy Osbourne’s favorite, “remember the sabbath.” I think they still sell t-shirts with concerts. But you are asking people to do something.
We can’t ignore the word “call,” which implores people to pick up their landline and dial the number to buy something they don’t need. Want a pencil sharpener that works in zero gravity? Need a knife that can saw through prison bars? Thinking of teaching Urdu to your dog? These are only things that can happen by calling now.
Too bad most calls are clicks. If we’ve learned anything in the last few years, it’s that no one wants to learn more. We’ve seen enough.
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