So many promotional product distributors and marketing managers alike fail at delivering a clear and easy to follow CTA resulting in a loss of conversions or generating new leads. In our fast-paced digital first world, every click, form fill, and inquiry can make the difference between a sale and a scroll-by. 

It's time to change that.  

The Power of a CTA 

CTA stands for Call to Action and it's more than just “Click Here”. The best practice for creating your call to action should create urgency for the viewer and give them clear directions to act now. 

In the promotional product industry, our customers aren’t looking to just “buy merch” they are looking to boost their brand identity and expand their impact. CTAs for promotional product distributors should offer fast results for a brand’s investment.  

Example of a strong CTA: 

“Elevate your brand awareness today. Contact us Now” 

Example of a weak CTA: 

“Click here to learn more” 

The strong example creates urgency and tells the viewer what to do next while the weak example provides no content on what the next step is.  

CTAs That Convert 

Step 1 in writing a CTA should be with your marketing goal. Each campaign should drive one specific next step—quote requests, product samples, catalog sign-ups, joining a mailing list, etc. 

One common mistake made is CTA overload. Too many steps or too many ways to connect can actually be detrimental to your audience following through. To keep your audience engaged. Keep it to one action per page or per content. In addition to that, your CTA should stand out. Your CTA should engage the audience like a headline; make sure it doesn’t blend in or get buried.  

The decision to follow through with a call to action happens in a split second. Make sure to follow these three rules below.  

• Clarity: Does this CTA tell the audience exactly what to do and what they get? 

• Urgency: Does this CTA tell the audience to act now? 

• Value: Does following through with the CTA add value to the audience or help them achieve something? 

When in doubt, make sure the action feels effortless. 

CTAs for Print 

What about print? So far we’ve discussed how to write the perfect CTA for a digital campaign, but what about our printed marketing materials? 

In today’s digital world it’s best practice to have your print CTAs have a digital bridge or a “Phygital” experience. Some examples of how to do this could be a QR code, short URL, or phone number that tracks engagement and keeps your funnel connected. 

Strong Print Examples: 

“Scan this QR code to get a quote.” 

“Call us now to boost your branding” 

CTAs That Work for You 

After you’ve crafted the perfect message, sure to get any leads’ attention, make sure your CTA actually works. Nothing kills momentum faster than a broken link, confusing form, or a missing next step. 

Check the Path to Conversion 

Test every button and form. Make sure they link to the correct page, submit properly, and trigger the right follow-up. 

Streamline your forms. Too many fields = too much friction and can result in a “lead loss”. 

Pop-Ups and lead captures can be great as well. Make sure to keep them helpful, like offering exclusive resources or an irresistible proposition. 

Ambivalence to Action: Your CTA Checklist 

In promotional marketing, little things make the biggest difference. 

Remember to ask yourself before publishing any new marketing piece: 

• Does my CTA clearly state what to do next? 

• Does it create a sense of urgency? 

• Is it easy to find and easy to understand? 

• Have I tested it? 

So the next time you design an email, landing page, or product promo, ask yourself: 
Is this a Call to Action—or just a Call to Ambivalence? 

Your clicks, scans, and sign-ups will tell the story.