When crafting calls-to-action (CTAs), the instinct might be to prioritize what we, as business owners or marketers, want from our audience. However, this approach overlooks the fundamental principle of effective marketing: meeting customers where they are.

The most impactful CTAs are those that resonate with the customer's existing desires and needs. So consider the following:

Interest-Alignment: Match your CTA with what your audience genuinely cares about. It's about tapping into their actual interests, needs, fears, and/or motivations.
Next-Steps: Aim for the immediate next action, not the grand finale, per se. In other words, think first downs, not just touchdowns.
Future-Pacing: Highlight the immediate benefit and/or hint at the long-term payoff. Show them the value today and tomorrow.

The logic’s pretty straightforward: Guide customers towards actions they're already inclined to take, making the decision to act feel natural and self-motivated.