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There's a story about a man named John who asks God – sometimes several times a day – to let him win the lotto. It seems so unfair, he says, “because it seems everybody around wins stuff, and I win nothing”.
And God silently says to himself: “For crying out loud, John – buy a ticket!”
It’s a story that, in some ways, underscores a point made by the godfather of advertising, Walter Dill Scott, who wrote in his seminal book The Psychology of Advertising (1908) that customers need to be told what to do.
Scott emphasised that effective advertising often involves directly telling customers what action to take. Scott argued that human behaviour is not always driven by reason, and advertising must appeal to emotions, habits, and suggestibility.
One key principle he highlighted is the "call to action” (CTA)—advertisements should not just inform or persuade but also explicitly guide the audience toward the desired response. This might include instructions like "buy now," "call today," or "visit our store."
Scott believed people are more likely to act when given clear and direct guidance, as ambiguity can hinder decision-making.
A CTA is an explicit, concise instruction designed to prompt an immediate response or encourage a specific action from an audience. Commonly used in marketing, advertising, and content creation, CTAs aim to guide users toward a desired outcome, such as purchasing, subscribing to a newsletter, or contacting a business.
Most websites will at least have CTAs like ‘call today’ or ‘contact us now’ – but the effectiveness of these CTAs is questionable because they’re so ubiquitous.
The other problem with most CTAs is that they come with a social cost. Today’s customers don’t like to make personal contact because they’re worried that they’ll get a sticky salesperson on the other end or that they might be pressured into making a purchase they’re not ready to make—nobody likes to say ‘no’.
Research indicates that most consumers prefer to conduct their own research, including price comparisons, before engaging with sales representatives. A study by ConsumerGravity found that 81% of consumers research online before making purchases, whether online or in-store.
Additionally, data from Saleslion reveals that B2B buyers are 57% to 70% through their buying research before contacting sales.
Furthermore, Statista reports that up to 83% of online shoppers compare prices on multiple sites before purchasing.
This suggests that consumers are reluctant to click on CTAs like ‘book a consultation today’, ‘contact us now’, or ‘call today’ because they are reluctant to be hooked by a salesperson before they are ready to buy.
If consumers hesitate to engage directly with a salesperson before conducting research, CTAs should focus on providing value, fostering trust, and offering non-committal ways to engage.
Encourages exploration without pressure, appealing to consumers who want to gather more information first.
Offers valuable, educational content while subtly nurturing the lead.
Directly addresses the consumer's priority of understanding costs without immediate salesperson interaction.
Creates an invitation to browse offerings at their own pace, which feels less sales-driven.
Allows consumers to experience the product or service without commitment, building confidence in its value.
These CTAs align with the consumer's research-oriented behaviour, gently easing them into the sales journey.
Consumers don’t need a pushy salesperson—they need a clear, helpful signpost that meets them where they are. Give them something to explore, learn, or try, and they might take that next step on their terms.
