🧲 The 3 H's of Effective CTAs

Because getting leads makes life easier

Author

Yannick Veys
December 28, 2024

The Lead Magnet

Supported by Inboxs.io

Let's start making 2025 an easier year.

To get leads, you do NOT need:

  • A personal brand

  • To cold DM half the web

  • Complex strategies (or shady tactics)

Instead, you need something good to offer, compelling copy, and swag (lots of it).

It's a huge topic, so in this issue, we'll focus on the copy aspect (and explore the rest in the coming weeks).

The 3 H's of Effective CTAs

There are many great books about copy, and you probably couldnt’t read half of them in a lifetime. But let's take an 80/20 approach.

To write an effective piece of copy, focus on the three H's:

  1. Hate

  2. Hope

  3. How

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  • Following up your prospects

1. What do your leads hate?

You don't want to target mild issues or little annoyances.

To focus attention on your CTA, go for something that weighs heavily on your leads' minds.

Here are a few examples:

  1. Define what your leads are fed up with

  2. Highlight it in your headlines

Don't stress about fancy words. Start with a simple question:

  • Tired of XYZ?

  • Stuck with XYZ?

Clarity is key here.

2. Now give them a little hope

The common mistake here is introducing your (free) offer too soon.

Instead, wait.

You first have to show your leads a better future.

You can mention your lead magnet, but what matters is giving them the hope of a transformation.

Check this out: first, Steven Pressfield tells aspiring writers the field is stacked against them, and they are their own worst enemy:

Then he gives them hope:

It's crucial because an unsolvable problem is a pain your leads have to live with. At best, they can buy a book on Stoicism and endure suffering with a smile.

Instead, by giving them hope, you provide a reason for them to take action.

Now they're thinking, "I want this better future. How can I have it?"

And you can finally...

3. Introduce how they can get there

This is the easy part.

You tell them what they have to do to access your lead magnet.

Keep it simple: "Subscribe and access XYZ for free." Or just put your email form with a "Access it now" button.

Or:

Like before, clarity is key.

That’s it for now, everyone! We’ll meet again next week to discuss some more of this!

Feel free to reply to this email. It goes directly to me.

Cheers,

Yannick

PS Are you looking for some books about copywriting that are worth reading? Check these out: