How to write an effective call to action for a presentation

Concluding a presentation without a strong call to action can leave your audience undecided: find out how to build one that converts interest into action

Have you ever ended a presentation leaving your audience undecided on what to do next? If the answer is yes, you probably missed an effective call to action (CTA).

You see, it’s not enough to construct a brilliant speech if you don’t know how to wrap it up convincingly. Whether you’re trying to motivate your team, convince stakeholders, or educate an audience, a well-constructed CTA can make all the difference.

But what exactly is a CTA in the context of a presentation?

Simply put, it is what you want your audience to do after listening to your presentation. It is the icing on the cake of your speech, that crucial moment when you turn your audience’s interest into concrete action.

In this article I’ll give you some practical tips on the art of creating a CTA that not only ends your presentation powerfully, but also pushes your audience to the desired action, whether you’re presenting live, in a webinar, or in any other presentation format.

The CTA: the final building block for an effective presentation.

The first commandment to follow is: the CTA must always form the final part of your presentation. This strategic positioning is crucial because, like a domino, your CTA should trigger a series of subsequent decisions and actions.

Not coincidentally, if you take a look at the Lean Presentation Strategy Canvas, a tool designed to help you check and devise meticulously every aspect of your effective presentation, you’ll notice that the call-to-action represents the very last piece of the overall strategy.

Avoid the common mistake of focusing on multiple call-to-actions during your presentation. The truth is that your audience will really only remember the last CTA you used. By focusing all your energy on a single, powerful call to action at the end, you maximize the impact and memorability of your key message.

While the main CTA should be at the end, however, you can still set the stage throughout your presentation. Consider using “pseudo-CTAs” throughout the presentation that lead to the final CTA. For example, you might say “Keep this point in mind, it will be important for what I will talk about at the end.” These micro-CTAs serve to build anticipation and prepare the audience for the main CTA, without distracting from it.

Read also: Create presentations with Copilot in PowerPoint

The general characteristics of a CTA that works.

Now you know at what point in the presentation to launch your CTA, but how to build it?

Well, aside from the customization guidelines I will provide in the next paragraph, there are some rules that apply in any context.

In particular, unlike CTAs in web marketing, where the action is often immediate, in a presentation their purpose is usually achieved at a later time. Of course, there is a chance that the required action will be taken immediately, and that is an entirely desirable prospect. But in so many cases this will not be the case.

For this reason, your CTA must be memorable, simple, and clear. So clear that anyone in the audience could repeat it without hesitation, even after they have left the room or closed the webinar.

Also, I recommend that you focus on one specific action.

Don’t try to achieve too much with one presentation: your CTA should be a single step, moreover reasonable and achievable for your audience.

In short, never anything unachievable, but something that, while valuable to you and them, is easily implementable so as to increase the chance that your audience will do it.

Customize the CTA based on your audience and presentation context

There is no one-size-fits-all effective CTA: each call to action must be carefully calibrated for your specific audience and the context of your presentation. Personalization is key to creating an authentic connection and motivating action.

Start with a solid understanding of the audience.

What are their goals? What challenges do they face? What are their pain points?

Use this information to formulate a CTA that speaks directly to their needs.

For example, if you’re presenting to a group of managers about methodologies to improve team productivity, your CTA could be: “Implement one of the time management techniques we discussed today and measure the results. At the next meeting, you’ll share your experiences, and we’ll discuss what worked and what can be improved”.

Also adapt the language and tone of your CTA to your audience.

A group of corporate executives might respond better to a results-oriented CTA, while an audience of young professionals might appreciate a CTA that emphasizes personal development.

Also consider the format of your presentation.

A CTA for a webinar could leverage online interactivity, for example: “Before closing this session, use the chat function to share one concrete action you’ll take based on what you’ve learned today”. Moreover, such an invitation would also help engage the audience both at the end of the webinar and in view of future virtual meetings,

For a live presentation, you might use physical materials: “I’ve prepared cards for each of you. Before leaving the room, fill out your card with the three key points you’ll put into practice”.

Finally, make sure your CTA is appropriate for the time and resources available to your audience.

If you’re presenting at a conference where you know you’re facing people with packed schedules, a CTA that requires immediate and time-consuming action might not be effective. Instead, you might opt for something more manageable, in line with their needs.

Technology and interactivity: amplifying the impact of your CTA

Technology offers numerous opportunities to make your CTA more engaging and memorable, whether you’re presenting live or in a virtual format.

For live presentations, consider using interactive tools like Mentimeter or Poll Everywhere.

You could conclude your presentation with a real-time poll, asking the audience to publicly commit to the action you’ve proposed. For example: “Using your smartphones, vote now on which of the three strategies we discussed you’ll implement first. We’ll see the results in real-time and discuss how to overcome any obstacles”.

In webinars or virtual presentations, leverage the features of video conferencing platforms. Use Zoom’s breakout room feature to have the audience discuss in small groups how they’ll implement what they’ve learned. Then, in the plenary session, ask each group to share their personalized CTA.

Don’t underestimate the power of visual elements. A well-designed slide that accompanies your verbal CTA can significantly increase its impact.

In fact, the rule should be that your CTA should always be presented clearly and unequivocally through slides, as you can see in the example below.

Use contrasting colors, clear and large fonts, and consider using relevant icons or images to draw attention.

Staying on the topic of webinars, an excellent technique is to use a special QR Code to stimulate the action of attendees even before the meeting ends, in a simple and practical way with their smartphone.

To create QR Codes efficiently and customized, there are several tools, including Bitly, which offers interesting advanced features.

Known for link shortening, it also allows you to generate QR Codes, integrating them with its tracking and analysis features, making it an excellent choice for those who want to integrate this solution for CTAs in their presentations.

QR Code Generator is another easy-to-use platform that allows you to create static and dynamic QR Codes, customizing them with colors, logos, and unique designs. It stands out for its intuitive interface and the ability to create high-resolution codes, suitable for both digital use and printing.

Beaconstac, then, offers a complete solution with detailed scan analytics, ideal for those who need to monitor their QR Code performance in real-time.

Read also: AI Data Storytelling

Conclusions

Creating an effective CTA for your presentations is a skill that is honed with practice and experience. It’s not an exact science, but an art that requires creativity, empathy, and a deep understanding of your audience and the context of your presentation.

To recap, here are the key points to remember:

1. Structure your CTA clearly and specifically, focusing on a single achievable action.
2. Customize your CTA for your specific audience and the context of the presentation.
3. Use technology and interactivity to make your CTA more engaging and memorable.
4. Lay the groundwork for your CTA throughout the presentation.

A great call to action is not only designed to close your presentation with character, but it also gives your audience a clear direction on how to act on the information you’ve shared. It’s the bridge between your presentation and the tangible results you want to achieve.

Now, it’s time to put into practice what you’ve learned. The next time you prepare a presentation, dedicate time to crafting your CTA. Experiment with different approaches and observe how your audience responds. Don’t be afraid to ask for feedback and iterate.

And now, my CTA for you: in your next presentation, implement at least one of the strategies I’ve explained to you. Then, share your experience below in the comments. I’ll be happy to see how these ideas come to life in your presentations!

Key Takeaways

• The CTA should always conclude the presentation, serving as a trigger for subsequent actions. Placing it at the end ensures that the audience remembers it and acts accordingly.

• An effective CTA must be memorable, clear, and simple, focusing on a single specific action that is easily achievable by the audience, avoiding excessive or complex requests.

• Adapting the CTA to the audience and the context of the presentation is crucial. Understanding the audience’s needs and challenges allows formulating a CTA that resonates with them and drives them to action.

• Leveraging technological and interactive tools, such as real-time polls or QR Codes, can make the CTA more engaging and increase the likelihood that the audience will act immediately.

• Introducing the CTA through “pseudo-CTAs” throughout the presentation prepares the audience and increases the effectiveness of the final call to action, maintaining high attention and anticipating the importance of the requested action.

FAQ

What is the role of a call to action in a presentation?

The role of a call to action (CTA) in a presentation is fundamental in guiding the audience towards concrete action. After presenting information and engaging listeners, the CTA serves to clearly indicate what next step you want the audience to take. It’s the culminating point of the presentation, where the interest generated is transformed into practical action, whether it’s immediate implementation, future exploration, or any other desired response.

What is the best time to insert a CTA in a presentation?

The CTA should be strategically placed at the end of the presentation. This is because, after capturing the audience’s attention and providing all necessary information, it’s the ideal moment to ask them to act. A CTA placed at the end reinforces the central message, remaining imprinted in the audience’s mind and facilitating the decision to undertake the proposed action immediately after the conclusion of the speech.

What are the characteristics of an effective CTA?

An effective CTA must be memorable, simple, and clear, so that the audience can easily understand and remember it. It should focus on a single specific and actionable step, avoiding overwhelming the audience with too many requests. Moreover, it’s essential that the CTA is personalized based on the audience and the context of the presentation, taking into account the needs, challenges, and motivations of the listeners to maximize impact and achieve the desired result.