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The secret to writing a call to action in a persuasive speech

Nancy Duarte

A well constructed and delivered presentation changes minds and ignites action.

Yet, there’s a key part of a presentation that doesn’t get mentioned enough — the call to action or CTA — and, a clear CTA creates a critical turning point in your presentation (or any other form of persuasive communications too).

The call to action which comes right before the end of a persuasive speech is where you clearly tell the audience a role they can play after they leave your talk. The CTA gives audience members concrete tasks to tackle, and these tasks are ones that must be completed in order to bring your ideas to fruition. And, it’s a key part of what makes your speech persuasive.

An audience might be thoroughly gripped by your narrative and convinced to believe what you do–but if they leave not knowing what they are supposed to do with your ideas, your presentation will have been–essentially–fruitless.

Because CTAs are such an important part of a presentation, it’s essential to make sure that the one you deliver lands with the people hearing it. The way to ensure that you write a call to action that persuades is to keep in mind that one size does NOT fit all—and you’ve got to tailor your CTAs.

People respond to different types of calls to action based on their temperaments, daily activities, goals, and more. So, it’s important to get to know who is in your audience before you decide how you’re going to deliver their post-talk “to-dos.” Once you do, you can ensure your call actually gets a response.

Who is in your audience, and what makes them tick?

There are four distinct skills your audience brings to help with your CTA: Doers, Suppliers, Influencers, and Innovators. To get your audience to act, your CTAs have to strike a chord and make sense with the skills they bring to the table. Taking action will seem natural for them when they can respond with an action that resonates with them. Audiences have a mix of all these skills, and you should appeal to each of them in your presentations.

Getting “doers“ to do something

Doers are the worker bees of an organization. They are the ones that hear what needs to get done – and then do it. Doers don’t shy away from physical tasks, and have the ability to round up the troops to inspire action in others, as well. Doers make an organization run, day in and day out.

If you’re speaking to doers, you’ll want to craft your CTA so that it includes action words that clearly explain what the doers should do. You may want to ask them to assemble, gather, attempt, or respond.

Motivating suppliers to share

Suppliers are usually not as action-oriented as doers. However, they have a lot of resources at their disposal – like money, manpower, materials, etc. Because of the amount of resources they have, suppliers have the means to help people move forward. They can get you what you resources you don’t have yourself.

Suppliers in your audience may be execs who could give you staff–or, investors who are trying to decide whether they want to put their money into a venture – or not.

To appeal to suppliers, you need to use different words than you did with the doers, since they’re not the ones that are going to be hitting the ground running to complete tasks. Instead, you’ll want to ask them to share their resources. You may want to use words like acquire, fund, support, or provide. These can help to appeal to the fact that they have something to give in order to make a change happen.

Influencing on your behalf

Influencers have the power to sway . They can change the minds of individuals and groups – large or small. Influencers are the people who mobilize others. They also evangelize ideas, and they know how to get people to change their beliefs and behavior.

Many influencers are leaders and others look up to them and follow their advice. Influencers can also be people in the spotlight, who people tend to be examples–like celebrities or public figures.

When you craft a call to action for an audience of influencers, you want to appeal to their ability to appeal to other people. Great call to action phrases for influencers include empower, convert, or promote. Many have social channels where they can share with others what you need for your idea to become reality.

Inviting others to innovate

The last type of audience member is the innovator. Innovators are people who can think outside of the box when they hear an idea, then think of ways to modify that idea. Innovators have outstanding brains in their heads. They can dream up strategies, clarify perspectives, and invent products. These people can generate something new where nothing existed before.

Anybody can be an innovator. But, often, innovators are founders of companies or creators of new products. They can be engineers, artists, or entrepreneurs; they handle fewer day-to-day tasks and more of the conceptual work.

To get support from an innovator, appeal to their ability to create things. The best call to action phrases for innovators include offers to invent, discover, pioneer, or create. You want to spur an audience of innovators to leave ready to make something new.

Make taking action sound irresistible

Appealing to what motivates various audience members is important to inspire action. However, to make sure your well-tailored CTAs lands, you shouldn’t end with your call to action. Nobody ever wants to simply be saddled with a lengthy to-do list.

Instead, after you deliver your CTA, paint a picture of what is going to happen for audience members once they complete the requested action. Throwing out a CTA creates curiosity for listeners; they want that curiosity satisfied by understanding what will happen after the action is over. This satisfaction – and a picture of what the future could look like – will inspire people to act.

Alfred Chuang, founder and CEO of Magnet Systems, recently delivered a UC Davis Commencement speech that contained an example of powerful a CTA that describes what will happen if listeners choose to act. Chuang encouraged the audience of engineering graduates to keep working on innovative projects and to accept the power of an immigrant-rick workforce.

He ended: “A new world is on the horizon. And it will be more incredible than any of us can possibly imagine. Our greatest innovations are ahead of us, not behind. But we need great engineers to build that world for us. And that’s you. We need you to not give up. Ever. We need you to finish your projects. Done, done, done. We need you to leverage the power of an immigrant-rich workforce. And we need you all to be a little insane.”

If you deliver a presentation that is gripping and empathetic, you’ve almost delivered the perfect presentation. All that’s left is including a CTA that clearly explains what listeners could do to help push your idea forward –and an ending that paints a picture of what the world will look like if they help. Then, you can leave your presentation knowing that you’ve delivered a talk that’s going to move people to act.

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5 Keys to End Your Speech with a Great Call-to-Action

Yet many speakers miss a fantastic opportunity with a call-to-action that is wishy-washy, hypothetical, or ill-constructed. Even worse, some speakers omit the call-to-action entirely.

A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically.

In this article, we reveal the qualities of a strong speech call-to-action which will lead your audience to act.

What is a Speech Call-To-Action?

A speech call-to-action is an explicit appeal to your audience to take a specific action following your speech. A call-to-action is most often made at the conclusion of a persuasive speech.

“ If you have been persuasive and your audience is emotionally invested, the best time for action is now. ”

For example, you might call on your audience to…

• … adopt a new business process
• … sponsor an event
• … attend an event
• … fund a research initiative
• … register to vote
• … join a club
• … train for a marathon
• … read out loud to their children
• … donate money to a charity
• … travel to Saskatchewan
• … buy a fire extinguisher
• … eat more vegetables
• … use public transit

Guidelines for a Strong Speech Call-to-Action

Your call-to-action and your approach to delivering it may vary according to your audience and your speaking style. While there is no rigid formula, there are a number of  guidelines which will improve the effectiveness of your call-to-action.

• Make your call-to-action clear and direct.
• Have your audience act quickly.
• Lower barriers to action.
• Focus on benefits for your audience.
• Customize your call-to-action for each person.

1. Make your call-to-action clear and direct.

Don’t hint. Don’t imply. Don’t suggest.

It’s not a whisper-to-think-about- action; it’s a call-to -action.

Use direct language, and eliminate wishy-washy phrases.

• Instead of “Maybe you could think about joining…”, say “Join…”
• Instead of “It would be good to train for…”, say “Train for… “

Don’t assume that your audience will “figure out” what needs to be done. (I have made this mistake in the past and regretted it.) If members of your audience walk out of the room thinking “Wow, this sounds great, but I’m just not sure what to do…”, your call-to-action was not clear enough.

2. Have your audience act quickly.

If you have been persuasive and your audience is emotionally invested, the best time for action is now. The longer it takes to initiate the action, the more likely that your audience will lose motivation.

So, an ideal call-to-action is one which your audience can act on immediately, perhaps even before they leave the room. If this isn’t feasible, then aim for actions which can reasonably be completed (or at least started) within hours or a day or two.

3. Lower barriers to action.

To help your audience act quickly, eliminate as many (trivial or non-trivial) barriers as you can.

For example, ask the following questions about your audience.

• Do they need to sign up? Bring forms and pens and pass them out.
• Do they need to read additional information? Bring handouts, or copies of books, or website references.
• Do they need approval before they can act? Make the first call-to-action to organize the meeting with stakeholders.
• Do they need to pay? Accept as many forms of payment as possible.

A common psychological barrier is the perception that the suggested action is too big or too risky. This is a legitimate concern, and is often best handled by dividing the call-to-action into several small (less risky) actions.

For example, “train for a marathon” may be too large of a call-to-action for a non-runner. A better call-to-action would be to join a running club or train for a shorter race.

4. Focus on benefits for your audience.

“ A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically. ”

Always frame your call-to-action in the audience’s best interest.

For example, don’t say this:

• What I’d really like you to do is…
• It would make me so happy if you…
• My foundation has set a target of X that we can reach with your help…

Making you (the speaker) happy is (probably) not highly motivating for your audience.

Instead, say this:

• Build your financial wealth by…
• Make your community a safer place to live for yourself and your children by…
• When you volunteer, you build your skills and gain valuable experience…

Surround the call-to-action with a description of how their lives will be improved when they act. Paint a prosperous vision.

5. Customize your call-to-action for each person.

Audiences don’t act; individuals act. Rather than addressing the group as a whole, focus your call-to-action on each individual in your audience.

Suppose your goal is to have a new business process adopted. Each individual in the room may play a different role in accomplishing this.

• For the person who controls the budget, the call-to-action is to allocate the necessary funds.
• For the personnel manager, the call-to-action is to delegate staff to work on the initiative.
• For others, the call-to-action may be to attend in-depth training about the new process.

Audience analysis is critical . If you know who is in your audience, and understand their motivations and capabilities, you will be able to personalize the call-to-action for them.

Put it into Practice

By working on the planning and execution of the call-to-action in your speeches, you’ll become a more persuasive and effective speaker.

Look back to your last persuasive speech.

• Did you make a clear and direct call-to-action?
• Was your audience able to act quickly on it?
• Did you make an extra effort to lower barriers to action?
• Did you highlight the benefits for your audience?
• Did you address individuals rather than the group with a personal call-to-action?

If the answer to any of the above questions was “no”, then how could your call-to-action have been improved?

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11 comments.

This is a great article. I found in it very useful tactics. thanks a lot.

Brilliant!… can’t wait to put into action. thank you

I really like your tips #3 & 4 about focusing on audience benefits and lowering barriers to action.

Not sure how the tip about personalising the call-to-action should work though. Might you have (say) 3 calls to action if there are 3 decision-makers in the audience?

Very useful to my line of work. Thanks. Keep it up

What would be a good call to action for drug abuse?

Thank you, I found this very helpful in some situations. I definitely recommend this.

My teacher sent me here It really helped. Thank you for taking your precious time to make something to help others even though you didn’t have to. It is very much appreciated

Thank you soooo much it really helped me on my essay for school thank you so much .😊😊😊

I am working on reframing a call to action for a speech THANK YOU for the help ahead of time

How do you write a call-to-action about global warming?

I appreciate your six minute articles Thank you

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How to Create a Powerful Call to Action in Your Speech

• The Speaker Lab
• May 29, 2024

Table of Contents

When giving a speech, it’s common to have an intended goal in mind. For instance, you may be informing your audience about a topic, entertaining them, or persuading them to see an issue from your point of view. At times, speakers give a speech with the intent to call their audience to action. A well-crafted call to action turns passive listeners into passionate doers. But how exactly do you galvanize your audience? In other words, how do you craft an effective call to action in your speech?

The key is to make it clear, specific, and emotionally compelling. You need to tap into what your audience cares about and show them how taking action will benefit them. It’s not about what you want—it’s about what they need. In this post, we’ll explore the art and science behind creating a CTA that resonates, motivates, and inspires. So buckle up, because we’re about to take your speaking game to new heights!

What is a Call to Action in a Speech?

If you’ve ever found yourself fired up after listening to a powerful speech , ready to take on the world, you’ve likely experienced the impact of a well-crafted call to action. A call to action (CTA) is an explicit appeal to your audience to take a specific action following your speech. It’s that critical moment when you convert listeners to doers, bridging the gap between inspiration and action.

Types of Calls to Action in Speeches

Calls to action vary depending on your speech’s purpose and who you’re talking to. For instance, you might ask your audience to sign up for a newsletter, donate to a cause, or spread the word about an upcoming event.

• Signing a petition
• Volunteering time to an organization
• Contacting elected representatives about an issue
• Registering to vote
• Changing a specific behavior

The key is to choose an action that is both relevant to your message and realistic for your audience to accomplish.

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Benefits of Using a Call to Action in Your Speech

So now you understand what a call to action is, but why use one in your speech? The truth is, a well-crafted CTA can make the difference between a speech that falls flat and one that inspires real change. That makes it a crucial element in your speech, especially if you’re giving a persuasive speech . Not only does a call to action highlight your main message, but it also provides a tangible way for your audience to demonstrate that they agree with what you’ve said. Let’s take a look at some additional benefits of a call to action.

Motivating the Audience to Take Action

The most obvious benefit of a call to action is that it motivates your audience to get involved. By giving them specific, concrete steps to take, you capitalize on the energy and emotion generated by your speech and channel it into something tangible. If you have been persuasive and your audience is emotionally invested, the best time for action is now.

Creating a Lasting Impact

A speech with a strong call to action can have an impact that lasts long after the applause dies down. By turning passive listeners into active participants, you ensure that your message endures and leads to real change.

Achieving the Desired Outcome

At the end of the day, your speech’s impact boils down to one thing: does it inspire action? A powerful, persuasive call to action is what gets people to change their minds, donate resources, or rally behind your cause.

Key Elements of an Effective Call to Action

Crafting an effective call to action is both an art and a science. While there’s no one-size-fits-all formula, there are certain key elements that can help ensure your CTA hits the mark.

Clarity and Specificity

Firstly, your call to action should be crystal clear and specific. Use concrete action words and provide step-by-step instructions for your listeners. After all, the more detailed your CTA, the more likely your audience is to follow through.

Urgency and Immediacy

Secondly, create a sense of urgency with your call to action to prompt the audience to act right away. Capitalize on the momentum generated by your speech and strike while the iron is hot.

Emotional Appeal

Finally, your call to action should tap into your audience’s emotions and personal motivations. Connect the action steps to things they care about, and highlight how taking action will benefit them and the causes they believe in. When your message is relevant to your audience, they are much more likely to take action.

How to Create a Compelling Call to Action for Your Speech

Now that we know the key ingredients of an effective call to action, let’s explore some practical tips for creating your own compelling CTA.

Identifying the Desired Action

Start by clearly stating the action you want your audience to take. What is the one most important thing they can do to further your cause? In addition, make sure your CTA is specific, measurable, and realistic . For instance, if you want your audience to donate money, name a certain amount you’re hoping to raise.

Choosing the Right Words

Use clear, compelling action phrases when delivering your call to action. Start with a strong command verb and highlight the benefits of taking action. Keep it concise while creating a sense of urgency.

Delivering the Call to Action with Conviction

How you deliver your call to action is just as important as the words you choose. Convey confidence and conviction when asking your audience to take action. Use nonverbal cues like strong eye contact and a confident tone in order to drive your message home.

Measuring the Success of Your Call to Action

To really nail your speech, come up with a way to gauge the impact of your call to action. That way, if it’s not as effective as you hoped, you can make changes to future talks and achieve better outcomes.

Tracking Audience Response

To truly gauge the impact of your call to action, monitor how your audience reacts. Are they signing up, donating, or taking other measurable steps? These tangible actions are the best indicators of whether your CTA hit the mark and resonated with your target audience.

Evaluating the Impact of Your Call to Action

Go beyond the raw numbers and consider the broader impact of your call to action. How did the actions taken by your audience members advance your cause? What changed as a result of your speech?

Adjusting Your Approach for Future Speeches

To make your future speeches even more impactful, use the data you’ve gathered from tracking and evaluating your call to action. Analyze what aspects of your CTA worked well and pinpoint elements that could be tweaked. Ask yourself: Was my call to action specific enough? Did I effectively appeal to the right emotions and motivations to inspire my audience?

By continually honing your call-to-action skills, you’ll become an increasingly effective and persuasive speaker, able to inspire real change in your audience and the world. So don’t underestimate the power of a well-crafted CTA, because it just might be the most important part of your speech.

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FAQs on Calls to Action in Speeches

What is an example of call to action in a speech.

“Let’s stand together and fight for change now” pushes listeners towards immediate collective action, aiming to inspire unity and determination.

What is a call to action example?

In marketing, “Click here to learn more about our eco-friendly products” guides customers directly towards engaging with sustainable choices.

What is the speaker’s call to action?

The speaker urges the audience towards specific behavior or thinking shift, like “Vote for cleaner parks in our community.”

How do I call an audience to action?

To motivate your audience, clearly state what you want them to do next. Use powerful words that evoke emotion and urgency.

A powerful call to action is the key to turning your speech into real-world impact. By making it clear, urgent, and emotionally resonant, you can inspire your audience to take that crucial next step.

Remember, it’s not about you—it’s about them. Connect your call to action to their needs, hopes, and desires. Paint a vivid picture of the change they can create by taking action.

Developing a strong call to action requires practice, but it’s a talent that will serve you well in every speech you give. As you keep polishing your method, you’ll notice your words starting to make a difference in people’s lives and the world around them. That’s the genuine power of a well-executed call to action.

• Last Updated: May 24, 2024

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52 Persuasive Conclusions – Call to Action

Learning Objectives

Conclusions in persuasive speaking function differently than informative speaking. You will learn how to incorporate a call to action in your persuasive conclusion.

• Create a persuasive conclusion that includes a call to action

Appeals and Challenges

Since the conclusion comes at the end of the speech, it is appropriate to leave the audience with an appeal or a challenge (or a combination of the two). Similar in nature, appeals and challenges are primarily divided by tone. Appeals are generally phrased more as requests, while challenges can take on a more forceful tone, almost ordering or daring audiences to engage in thought or action.

“Martin Luther King Jr.” Public domain.

One of the most historically memorable and effective conclusions that utilized appeal and challenge was Dr. Martin Luther King Jr.’s I Have a Dream speech.

And so let freedom ring from the prodigious hilltops of New Hampshire. Let freedom ring from the mighty mountains of New York. Let freedom ring from the heightening Alleghenies of Pennsylvania. Let freedom ring from the snow-capped Rockies of Colorado. Let freedom ring from the curvaceous slopes of California. But not only that: Let freedom ring from Stone Mountain of Georgia. Let freedom ring from Lookout Mountain of Tennessee. Let freedom ring from every hill and molehill of Mississippi. From every mountainside, let freedom ring. And when this happens, when we allow freedom to ring, when we let it ring from every village and every hamlet, from every state and every city, we will be able to speed up that day when all of God’s children, black men and white men, Jews and Gentiles, Protestants and Catholics, will be able to join hands and sing in the words of the old Negro spiritual: Free at last! Free at last! Thank God Almighty, we are free at last! [3]

Your persuasive conclusion will look similar to your informative conclusion. You will create three parts, a summary of important pionts and restatement of the thesis, closure, and a clincher. Your call to action will fit into your closure. What do you want the audience to do with the information that you provided?

Your call to action must be:

• Relevant to your topic and audience – what is something they can do to help?
• Realistic – based on your audience, they will resources to do different things.
• Simple – narrow down to 1-2 things, do not provide 7 things you want them to do.
• Convenient – provide links, contact information, hours of operations, and any other important information they will need to carry out your call to action. Make it easy for them!

Key Takeaways

Now that you understand the importance of a call to action, you can brainstorm effective strategies to implement your own call to action in your speech.

• Incorporate a call to action that is realistic for your audience.
• Ensure your call to action is simple, convenient, and relevant to allow the audience to see themselves taking part in the call to action.
• Deliver the call to action in the conclusion with confidence! Nonverbal strategies are important during this part of the speech, too.

King, Jr., M. L. (1963, August 28). I have a dream.” Speech posted at  http://www.americanrhetoric.com/sp  eeches/mlkihaveadream.htm  ↵

Public Speaking Copyright © by Dr. Layne Goodman; Amber Green, M.A.; and Various is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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16 call to action examples (and how to write an effective CTA)

What comes to mind when I try to think of a powerful CTA (call to action) is the one my dad expertly executed by bellowing at me daily to get a job . Fresh from a college experience that promised the world but mainly delivered a mountain of student debt, I was under the assumption that adulthood was supposed to be full of quirky adventures and unexpected meet-cutes, not unsolicited career advice from a man who still struggles to connect to Bluetooth.

Eventually, his CTA successfully motivated me to become a productive member of society. And that's the power of a compelling CTA—it jolts you out of your passiveness and into action. In my case, I got a job despite a lifelong belief that work is something to avoid unless absolutely necessary. (Look at me now, Dad!) 

Just as personal CTAs can lead to transformative life decisions, marketing CTAs have the potential to significantly impact user engagement and conversion. Want to craft your own magnetic calls to action? Keep reading for tips and examples of what makes great CTAs, well, great.

Table of contents:

What is a call to action (CTA)?

A call to action (CTA) is a prompt or message, typically formatted as a button or link, that encourages the audience to take a specific and immediate action.

CTAs are commonly used in marketing and sales contexts to guide users toward the next step in their journey, whether that's purchasing a product, signing up for a newsletter, or forwarding that chain email to all of their friends to avoid eight years of bad luck. Some common call to action examples include:

Add to cart

Types of CTAs

Here's a primer on some of the most common CTA types.

What makes a call to action button effective?

The effectiveness of a CTA depends on its copy, design, placement, and relevance to the user. For example, depending on your audience, the phrase "Snag your copy" might resonate with a larger group than something more generic, like "Download now." Or, if someone visiting your e-Commerce store is a first-time browser, they're likely not ready to click "Buy now." But they might be curious enough to click "Learn more."

Identify which action(s) will bring the most value to your business, then use your CTA to steer users in the right direction.

Why CTAs are important

Calls to action are important because they give your audience a clear sense of direction. Instead of wondering what to do now that they've clicked through every angle of a model wearing a denim jacket they think would look good on them, the "Add to cart" button gently nudges them one step closer to a sale. 

But there's an art to writing a compelling CTA. Too pushy and you'll drive visitors away; too casual and your visitors might not be compelled to take immediate action. You need to strike the right balance for your audience.

16 call to action examples (and why they work)

Let's dissect some real-life CTA examples to learn how to use strategic copy, design, and placement to transform an ordinary CTA into a magnetic, can't-resist-clicking force.

1. JD + Kate Industries

CTA placement: Exit intent popup

CTA type: Lead to purchase

What it does right: Attention-grabbing, offers a valuable incentive, humorous and lighthearted

The brazen use of "WAIT" isn't a gentle suggestion; it's a command. Like someone grabbing your elbow just as you're about to duck out without a goodbye. It's intrusive, but in a way that makes you think, "Alright, what did I miss?"

Combine that with the sheer audacity of telling someone they've forgotten to buy not just one candle but HUNDREDS of candles. It's dramatic, it's over-the-top, and frankly, it's memorable. With copy like that, it's hard to resist giving away your email address because one can only wonder what their emails would be like.

2. Giftwrap.ai

CTA placement: Display ad

CTA type: Lead generation

What it does right: Engaging, personalized, visually appealing

It's refreshing to see something that doesn't pretend to know you better than you know yourself. Instead of telling you what your significant other might want, it's asking you to fill in the blanks. A little bit of personalization without the personal touch. Clever, really.

As for the CTA button, the emoji is a nice touch. Plus, the use of "show" rather than "buy" or "see" is like a little magic trick. "Voila! Here are your gift options."

3. Who Gives A Crap

CTA placement: Facebook ad

What it does right: Benefit-oriented language makes the CTA more appealing to users and encourages them to take action 

By comparing "Us" and "Them," they're not only offering a quantitative argument (385 sheets versus a paltry 299), but they're also injecting a bit of humor. And while I've never been one to count sheets, if you're telling me I get more for my money and it'll look cute next to my collection of HUNDREDS of candles, I'm sold. Also, describing the competitor as "objectively very boring" is a sentiment I've often used to describe my social life, but to see it on toilet paper? Well, that's something.

"28% cheaper than Charmin," followed by a "Shop Now" button isn't just a call to action; it's a call to revolution! A revolution of, well, saving on toilet paper and perhaps bringing a touch of flair to a decidedly unglamorous aspect of life.

CTA placement: Homepage header

What it does right: Creates curiosity, addresses pain points, social proof

There's something oddly reassuring about a direct, no-nonsense headline promising exactly what every website on this overcrowded internet wants: visibility.

The name-dropping of heavy-hitter customers serves as a strong endorsement. It's not saying, "Look who trusts us," but rather, "Look who you'd be in company with." And that "17,961 users joined Ahrefs in the last 7 days" is a nice touch. It's not boastful, but it's certainly not modest. It's a subtle prod to the undecided that says, "While you're contemplating, thousands have already decided."

This CTA is a perfect blend of self-assuredness, social proof, and just the right amount of peer pressure.

5. Ruggable

CTA placement: eCommerce email

CTA type: Limited-time offer

What it does right: Straightforward, creates a sense of urgency, sparks curiosity

There's something unapologetically direct about this ad. "Final hours to save until next week Black Friday"—it's not asking you, it's telling you. Time's running out, and if you're the type who thrives on the thrill of a last-minute decision, this is your moment.

The CTA is a master class in suspense. That "% OFF" lurking behind the button is like when someone says they've got news, but they'll tell you later—except instead of being left alone with your intrusive thoughts, conjuring up worst-case scenarios, you get a sweet discount on a cute, machine-washable rug.

CTA type: Product demo

What it does right: Solution-oriented, benefit-driven, relatable

"Email sucked for years. Not anymore—we fixed it." You mean that thing everyone's been complaining about since the dawn of the internet? It's about time, and I'm all ears.

The rest of the copy succinctly addresses customer pain points and aspirational desires. It paints a picture of a world where checking your email might feel more like reading a postcard from a friend rather than sifting through a pile of bills.

The CTA button, "See how HEY works," is straightforward. No flowery language, no over-the-top promises. Just a simple invitation.

7. Big Blanket Co

What it does right: Creates a sense of urgency, visually appealing, reassuring

The urgency of "limited quantities available...Reserve yours now before it's too late" is classic retail psychology. It's both an announcement and a challenge, like when a kid hears the whistle signaling the end of adult swim and races to be the first one to cannonball into the pool.

The "Limited Restock [Massive 10'x10' Blankets] 100 Night Guarantee + Free Shipping" is the clincher. It promises a combination of rarity, quality, reliability, and convenience, like a call to action Megazord.

What it does right: Addresses pain points, benefit-oriented, actionable

The genius of this homepage lies not just in its promises but in its initial question—a direct prod at the pain point of its target audience that immediately evokes a visceral response. Most, if not all, travelers will mentally answer "yes" to this, recalling their own airport nightmares. It's a calculated reminder of a situation everyone wants to avoid, making the solution they offer even more enticing.

"Get up to $700 compensation per passenger, no matter the ticket price." The clarity here is commendable. They're not promising the world, but a very tangible, specific amount. And the Trustpilot rating is a nod to credibility. It's like a friend vouching for a restaurant they swear by, but in this case, it's 157,892 friends.

The two fields for the departure and destination airports are a clever touch. It's interactive, pulling me in, like when a quiz promises to tell me which '90s sitcom character I am based on my questionable life choices. (I'm George Costanza.) The button, with its sharp contrast to the rest of the page, effectively captures attention while still aligning with the brand's colors and aesthetic. "Check compensation" offers an inviting, low-effort action, subtly guiding users toward their potential relief without overwhelming them.

In a world where we're constantly sold solutions to problems we didn't know we had, this CTA addresses a very real grievance with a straightforward promise. And in the often convoluted world of travel woes, that's a breath of fresh, cabin-pressurized air.

9. Crazy Egg

What it does right: Actionable, benefit-oriented, simple

Crazy Egg's CTA isn't trying too hard to impress. It's just good—well thought out, concise, and to the point.

First, the headline: "Make your website better. Instantly." A rather bold proclamation but commendably straightforward. Its use of the word "instantly" suggests that Crazy Egg has the answers, and they're not going to waste your time.

The "Show me my Heatmap" CTA button is, once again, admirably direct. It's not pleading for a click or asking for a moment of your time. It's telling you, in no uncertain terms, what's on the other side of that click.

What it does right: Clear and concise, visually appealing, strong call to action verb

First off, big ups to Zappos for not making me do math. Half off? I'm already intrigued and haven't even seen the shoes yet.

"Reveal today's deals" feels like a game show moment. What's behind door number one? A pair of boots? New house slippers? It's that momentary thrill, like unwrapping a gift—even if you end up paying for it yourself.

In an endless sea of emails screaming for attention, this one from Zappos does what it needs to do: it grabs you, shakes you gently by the shoulders, and says, "Hey, want something good for half off?" And in this economy, who can say no?

CTA placement: Landing page header

What it does right: Interactive and dynamic, personalized, sparks curiosity

By providing three clear choices (drive or deliver, eat, and ride), Uber shows that they understand and cater to the diverse needs of their users. This personalized approach instantly makes the user feel valued and attended to, whether they need a ride to the airport or just want to stuff their face.

The interactive nature of this dynamic content creates a sense of empowerment and involvement for the user. Even the tens of people unfamiliar with all of Uber's offerings will be intrigued by the distinct options, sparking curiosity and potentially leading them to explore other services beyond their original intention.

12. CareerBuilder

What it does right: Clear and concise, click-worthy secondary CTA

"Find your next job…fast!" Who are you, my dad? Although I suppose if someone's clicking their way onto a job-finding website, they're there for one reason: to snag a job, and preferably one that doesn't make them want to put a campfire out with their face.

CareerBuilder doesn't dilly-dally—they allow you to type in your wildly specific and/or desperate job requirements. And who's going to turn down the resume help offered in the secondary CTA? Talk about a lead magnet.

13. Airtable

CTA type: Gated content

What it does right: Social proof, sneak preview, clear and concise

You may be wondering why I included a very basic "submit" button in a CTA showcase, but pairing a straightforward button with great supporting elements like the headline, social proof, and sneak preview, is like sipping top-shelf wine from an old jelly jar. Sometimes, the simple stuff just ties everything together.

The large headline is as direct as my comments on whether a hotdog is a sandwich. (It's not.) Aimed at the so-called professionals in campaign planning, it speaks to a certain crowd, much like literally anything speaks to Swifties looking for Taylor's latest Easter egg.

The mention of leading companies like Shopify, Time magazine, Spotify, and Hearst adds credibility and trustworthiness. It's basically saying, "If these giants trust us, maybe you, in your comparatively minuscule existence, should, too."

The bullet list detailing what's inside the eBook provides clarity on the content, letting users know exactly what to expect, including insider tidbits from recognized brands. So, not only do you get smarter, but you also get to casually name-drop at the next girls' night. "I've been implementing campaign planning strategies inspired by Equinox and Taylor Guitars. NBD."

CTA type: Closing the sale

What it does right: Showcases diverse selection, clear and concise, highlights affordability

Max presents an impactful CTA through the Neapolitan ice cream of hero images, featuring Anderson Cooper, Ketel Marte, and Margot Robbie with Ryan Gosling. Collectively, these three flavors depict a panoramic view of Max's offerings, emphasizing a wide variety of choices only rivaled by the Cheesecake Factory menu. 

In a world drowning in content, they've managed, quite succinctly, to sum it all up with "It's all here. Plans start at $9.99/month." The ensuing "Sign up now" button invites visitors to subscribe, anchoring the CTA by providing a straightforward pathway to accessing all the consumable content your heart desires.

15. Adobe Stock

CTA placement: Google Search ad

CTA type: Free trial

What it does right: Benefit-oriented, actionable, relevant to the target audience

This paid search ad nails the CTA with a clear and easy-to-understand message. The headline "Free trial - Find the right image faster" immediately grabs attention by offering a low-risk way to experience the service. It also addresses a common pain point for users, highlighting the platform's efficiency. 

In very few words, Adobe found a way to combine attention-grabbing language, address user concerns, highlight the platform's strengths, and offer a valuable deal, making for a cleverly crafted CTA. If I were into such things, I might even click on it. But I have people for that.

CTA placement: Email

CTA type: Event promotion

What it does right: Multiple engagement opportunities, attention-grabbing, personalized

Much like the free sample stations at Costco, the strategic placement of three CTA buttons ensures the reader has multiple opportunities to engage, regardless of how far they wander (or scroll).

The header image immediately grabs attention with its vibrant graphic detailing key event highlights. This provides a quick snapshot of what to expect and builds anticipation.

Personalizing the body of the email to address readers by name creates a sense of intimacy. Instantly, they're all ears and feeling special.

How to write a call to action

Your calls to action should be unique, specific to where it's featured as well as your particular audience and targets. That said, the best CTAs do share some characteristics that you can apply wherever they may be. 

If you're looking for one secret to effective CTAs, here it is: give them a reason to click, share, or hand over their email address . More important than the wording, placement, or color of your CTA is the underlying incentive a person has to follow it. How will answering your call to action help them? 

A good call to action restates its benefit bluntly and succinctly. 

If you're offering a discount, remind them what percentage. 

If they're getting a free PDF, mention the words "free" and "PDF." 

If you're using a standard link, typically you write the incentive in your CTA's anchor text (the clickable text). In the case of social media posts and ads, you should reserve the last line in your message for your call to action, so mention any benefits there.

If you're using a button CTA, you have to limit the number of characters you use, so it's better to add secondary text. While the button can say something basic like "buy now," nearby you should include a line or two to remind visitors about the advantages to clicking. 

Transparency

For starters, say exactly what will happen when you click. Remove all mystery with specifics. For example, saying "start your download automatically" is more descriptive than "click here to download." (For button CTAs, with limited space, you can include secondary text nearby.)

You want to acknowledge any user doubts and assuage their fears. If visitors are worried about security, they're not going to click, so reassure them that you understand their concerns. One of the big fears, in the case of email signups, is spam. You might want to gently remind visitors that you won't share their information and that you'll only email them once a week, twice a month, or whatever the case is, to keep their imagination in check.  

You can build trust just by being upfront about everything from the beginning. You'll find people are more receptive to your CTA pitches when they know precisely what to expect. 

Command and wording

Don't be shy about calls to action! Some people soften their language to avoid being pushy, but CTAs should be strong and unapologetic. After all, if you followed rule #1 (incentive), then what you're offering is beneficial to the visitor. 

That's not to say you should be rude or demanding (please don't); there's a perfect balance somewhere in there between a strong suggestion and a forceful command. Above all, the reader must always feel they have a choice; your call to action is there to convince them of the choice you think they should make. 

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This makes the statement sound stronger, and at the same time, clearly communicates what the user should do. 

Likewise, avoid wording that weakens your call to action, including "please" (no matter what Grammarly tells you) and modifiers like "could" and "would." There's a time and place for gentle language, but calls to action are not one of them.

Word choice is important to CTAs, not only for making a persuasive argument, but also for fitting the space allotted.

They're not foolproof, but in my experience, these words tend to improve CTA performance and the effectiveness of most sales copy. And because most of them are short, you should have no problem fitting them into your CTA space. 

How to design call to action buttons and banners

Now that we've covered the writing, let's talk about how your CTA should look. The design, layout, and typography of your call to action all play major roles in its success. 

CTA design best practices

If you're placing your call to action on a web page or other content you design yourself, you want to place it at the top of your visual hierarchy. Your CTA should be the most noticeable element on the page. To achieve this, you want to pull out all your design tricks:

Contrasting colors: CTAs should generally contrast with the rest of the page's design. Visitors shouldn't have to work to find what to do next. Use a vibrant color for your CTA, especially against a dull background. Can you spot it from six feet away? Good.

Optimal size: Make the button and text larger than the surrounding elements but not so large that it overwhelms other content. It should also be easily clickable, especially on mobile devices.

Clear typography: Use a legible font that complements your brand. Ensure the text is large enough to read but doesn't crowd the button. You can play with typography to emphasize key words. Commonly, operative words like "free" are set in a different color or sometimes even a different font to attract more attention.

Negative space: Surround your call to action with plenty of negative, or empty, space. Setting your CTA apart from the other elements makes it more noticeable and gives it more importance in the eyes of your visitors.

Emoji use: Some brands find success with emojis, but if you choose that approach, remember that a little goes a long way.

Consistent styling: While CTAs should stand out, they should still align with your brand's overall design aesthetic. Consistency in design builds trust.

Call to action testing and iteration

Last but not least, you should evaluate how successful your final call to action is and identify room for improvement. Creating your CTA may feel like a lot of guesswork and shooting in the dark—because it is. Testing it is much more clear cut. 

To get a basic idea of your CTA's performance, take a look at your analytics. Compare the page traffic to the number of conversions, and see what percentage of your total visitors clicked. 

If your conversion rate is significantly lower, it's worth doing an A/B test on your design and copy. Try two different versions of your call to action, experimenting with different phrasing, colors, or fonts, and see which one performs better with your target audience. It's the most efficient way to reveal what works and what doesn't with concrete, empirical data, ensuring your CTA resonates with the target audience and drives the desired action.

Improve your CTAs now, free! 

While my dad's approach might have lacked the finesse of a well-designed button or the allure of clever copy, the sentiment was clear. And that's the heart of every good CTA. Whether you're nudging a visitor to make a purchase or nudging your offspring out of the nest, the principle remains the same. CTAs are about engaging your audience, prompting action, and, occasionally, a very pointed reminder to update your LinkedIn profile.

Related reading:

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Allisa Boulette

Based in New England, Allisa is a content marketer and small business owner who hopes to make the internet a more interesting place than she found it. When she’s not working, you can find her lying very still not doing anything.

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What Is a Call to Action in Writing?

Written by Rebecca Turley

How do you inspire readers to take action?

A Call to Action (CTA) in writing is your opportunity to motivate readers to take some type of action. Can your writing and accompanying CTA be compelling enough to motivate your readers to take the next step, make the next move?

That’s the million-dollar question.

Call to Action: What It Is, What It Isn’t, and How to Successfully Use It in Your Writing

So, what exactly is a Call to Action and how can you best utilize it as a writer?

A CTA in writing is a clear and direct message that should elicit a strong response from readers to do something . In marketing lingo, this something is called a “conversion” – turning observers into doers.

Think of it as a “hook, line, and sinker” moment – you want to inspire the reader to do what you want them to do. Maybe it’s subscribe to your online newsletter, book a service, or buy a product—a CTA is a one-liner that gets the job done. It can be an outstanding marketing tool that keeps your reader engaged and ready to act.

It may be a small, two-word phrase or as long as a sentence, but its goal remains the same: to provide your reader with direction on what to do next. You provided them with compelling, interesting text; now’s not the time to leave them hanging! Finish it off with a great CTA and you’ve accomplished your goal.

CTAs are most often used to make a sale by providing a direct path to the product or service you want them to buy. But they can also be helpful for building your customer base and generating leads for future sales. Most CTAs are used as hyperlinks that take the reader where you want them to go, but they can also motivate the reader to make a phone call, download a brochure, or complete a similar activity.

Creating an Effective Call to Action

Once you understand the goal of the CTA, it becomes rather easy to write one yourself. But there are some tried-and-true rules to follow to ensure your CTA is everything it can be.

A CTA is NOT:

• Overly wordy

Start your CTA with a strong action verb .

A CTA doesn’t take time to get to the point. It accomplishes its goal by telling the reader exactly what to do.

Think “authoritative” when choosing your words for a CTA. Those action verbs should inspire and convince the reader to do something, so now’s not the time to underwhelm them. When choosing that action verb, think about how best to direct your reader:

Use words that excite and motivate the reader.

Get them motivated and curious to make the move. Think about persuasive language here, about intriguing your reader to want to know more or make a move. Persuasive language speaks to saving them money, saving them time, or improving their lives in some way:

• Sign up to join the millions of others who are taking steps to save the planet!
• Click here to start saving money today!
• Call today to book your dream vacation!

Create a sense of urgency.

You can create a sense of urgency in a number of ways. Add an adjective, make a promise, or elicit FOMO.

• Order yours today, while supplies last!
• Get free shipping for a limited time!
• Lose weight in just 4 weeks!
• Call today and enjoy 50% off your purchase!

Eliminate wordiness.

You have one opportunity to capture their attention and motivate them to click. Don’t waste it by overloading your CTA with unnecessary words or confusing text. Think straightforward, clear, concise, and to the point.

If you aren’t getting the response you hoped for, switch it up.

You never really know if your CTA is going to be effective unless you give it a whirl. If you aren’t getting the response you hoped for, it never hurts to try another tactic. Remember that CTAs are not a one-size-fits-all approach, so you may need to experiment to find one that works best for your audience.

Need a little inspiration to create the perfect CTA? Here are popular CTA phrases designed to boost your conversion efforts.

Do you want customers to sign up or subscribe to something?

• Subscribe now
• Don’t miss out
• Get started now
• Stay up-to-date
• Remain in the know

Do you want customers to keep reading your content?

• Find out more
• Discover more
• Become part of our community

Do you want customers to take advantage of a deal or discount?

• Claim your offer
• Claim your discount
• Redeem your discount
• Start your free trial now
• Start shopping now
• Claim our limited time offer

Adding a Secondary Call to Action: Another Tool in the Writer’s Toolkit 

A secondary CTA is not simply reciting the primary CTA twice or rewording the primary CTA. It serves as another option for the reader.

Here’s a good example:

Primary CTA: Donate now to help save endangered white rhinos!

Secondary CTA: Sign up for our weekly e-newsletter to stay up-to-date on conservation efforts for the endangered white rhino.

The primary CTA is a great example of providing the reader with an immediate opportunity to act. But not all readers may be ready to pull out their wallets and make a donation. That’s there the secondary CTA comes in. You’ve captured the interest of the reader enough to inspire them to sign up for your weekly e-newsletter, which could translate into a donation somewhere down the road. Secondary CTAs provide the reader with another opportunity to take action, thereby allowing you to boost your conversion rate.

The secondary CTA should be featured less prominently than the primary CTA because you ultimately want the reader to click on the primary CTA. Remember: The primary CTA should be the most desired action you want your reader to take. A secondary CTA shouldn’t compete with the primary CTA; it should complement it.

But the secondary CTA is certainly an excellent option for those who don’t find the primary CTA appealing. The secondary CTA captures that reader who may have moved on from your website or blog without taking any action at all (i.e., lost conversions). By keeping your reader engaged and returning to your site with the secondary CTA, you’re naturally increasing your chances of enticing the reader to act on the primary CTA in the future.

Secondary CTAs may also be used to simply grow your social reach. A great example of a secondary CTA in this case is to simply encourage the reader to follow you on Twitter, Facebook, or LinkedIn. You can also encourage the reader to share your article or blog on their social media platform of choice. Either way, it’s a great way to boost your social media presence.

How to Write a Persuasive Essay (This Convinced My Professor!)

Table of contents

Meredith Sell

You can make your essay more persuasive by getting straight to the point.

In fact, that's exactly what we did here, and that's just the first tip of this guide. Throughout this guide, we share the steps needed to prove an argument and create a persuasive essay.

This AI tool helps you improve your essay > This AI tool helps you improve your essay >

Key takeaways: - Proven process to make any argument persuasive - 5-step process to structure arguments - How to use AI to formulate and optimize your essay

Why is being persuasive so difficult?

"Write an essay that persuades the reader of your opinion on a topic of your choice."

You might be staring at an assignment description just like this 👆from your professor. Your computer is open to a blank document, the cursor blinking impatiently. Do I even have opinions?

The persuasive essay can be one of the most intimidating academic papers to write: not only do you need to identify a narrow topic and research it, but you also have to come up with a position on that topic that you can back up with research while simultaneously addressing different viewpoints.

That’s a big ask. And let’s be real: most opinion pieces in major news publications don’t fulfill these requirements.

The upside? By researching and writing your own opinion, you can learn how to better formulate not only an argument but the actual positions you decide to hold. 

Here, we break down exactly how to write a persuasive essay. We’ll start by taking a step that’s key for every piece of writing—defining the terms.

What Is a Persuasive Essay?

A persuasive essay is exactly what it sounds like: an essay that persuades . Over the course of several paragraphs or pages, you’ll use researched facts and logic to convince the reader of your opinion on a particular topic and discredit opposing opinions.

While you’ll spend some time explaining the topic or issue in question, most of your essay will flesh out your viewpoint and the evidence that supports it.

The 5 Must-Have Steps of a Persuasive Essay

If you’re intimidated by the idea of writing an argument, use this list to break your process into manageable chunks. Tackle researching and writing one element at a time, and then revise your essay so that it flows smoothly and coherently with every component in the optimal place.

1. A topic or issue to argue

This is probably the hardest step. You need to identify a topic or issue that is narrow enough to cover in the length of your piece—and is also arguable from more than one position. Your topic must call for an opinion , and not be a simple fact .

It might be helpful to walk through this process:

• Identify a random topic
• Ask a question about the topic that involves a value claim or analysis to answer
• Answer the question

That answer is your opinion.

Let’s consider some examples, from silly to serious:

Topic: Dolphins and mermaids

Question: In a mythical match, who would win: a dolphin or a mermaid?

Answer/Opinion: The mermaid would win in a match against a dolphin.

Topic: Autumn

Question: Which has a better fall: New England or Colorado?

Answer/Opinion: Fall is better in New England than Colorado.

Topic: Electric transportation options

Question: Would it be better for an urban dweller to buy an electric bike or an electric car?

Answer/Opinion: An electric bike is a better investment than an electric car.

Your turn: Walk through the three-step process described above to identify your topic and your tentative opinion. You may want to start by brainstorming a list of topics you find interesting and then going use the three-step process to find the opinion that would make the best essay topic.

2. An unequivocal thesis statement

If you walked through our three-step process above, you already have some semblance of a thesis—but don’t get attached too soon! 

A solid essay thesis is best developed through the research process. You shouldn’t land on an opinion before you know the facts. So press pause. Take a step back. And dive into your research.

You’ll want to learn:

• The basic facts of your topic. How long does fall last in New England vs. Colorado? What trees do they have? What colors do those trees turn?
• The facts specifically relevant to your question. Is there any science on how the varying colors of fall influence human brains and moods?
• What experts or other noteworthy and valid sources say about the question you’re considering. Has a well-known arborist waxed eloquent on the beauty of New England falls?

As you learn the different viewpoints people have on your topic, pay attention to the strengths and weaknesses of existing arguments. Is anyone arguing the perspective you’re leaning toward? Do you find their arguments convincing? What do you find unsatisfying about the various arguments? 

Allow the research process to change your mind and/or refine your thinking on the topic. Your opinion may change entirely or become more specific based on what you learn.

Once you’ve done enough research to feel confident in your understanding of the topic and your opinion on it, craft your thesis. 

Your thesis statement should be clear and concise. It should directly state your viewpoint on the topic, as well as the basic case for your thesis.

Thesis 1: In a mythical match, the mermaid would overcome the dolphin due to one distinct advantage: her ability to breathe underwater.

Thesis 2: The full spectrum of color displayed on New England hillsides is just one reason why fall in the northeast is better than in Colorado.

Thesis 3: In addition to not adding to vehicle traffic, electric bikes are a better investment than electric cars because they’re cheaper and require less energy to accomplish the same function of getting the rider from point A to point B.

Your turn: Dive into the research process with a radar up for the arguments your sources are making about your topic. What are the most convincing cases? Should you stick with your initial opinion or change it up? Write your fleshed-out thesis statement.

3. Evidence to back up your thesis

This is a typical place for everyone from undergrads to politicians to get stuck, but the good news is, if you developed your thesis from research, you already have a good bit of evidence to make your case.

Go back through your research notes and compile a list of every …

… or other piece of information that supports your thesis. 

This info can come from research studies you found in scholarly journals, government publications, news sources, encyclopedias, or other credible sources (as long as they fit your professor’s standards).

As you put this list together, watch for any gaps or weak points. Are you missing information on how electric cars versus electric bicycles charge or how long their batteries last? Did you verify that dolphins are, in fact, mammals and can’t breathe underwater like totally-real-and-not-at-all-fake 😉mermaids can? Track down that information.

Next, organize your list. Group the entries so that similar or closely related information is together, and as you do that, start thinking through how to articulate the individual arguments to support your case. 

Depending on the length of your essay, each argument may get only a paragraph or two of space. As you think through those specific arguments, consider what order to put them in. You’ll probably want to start with the simplest argument and work up to more complicated ones so that the arguments can build on each other. 

Your turn: Organize your evidence and write a rough draft of your arguments. Play around with the order to find the most compelling way to argue your case.

4. Rebuttals to disprove opposing theses

You can’t just present the evidence to support your case and totally ignore other viewpoints. To persuade your readers, you’ll need to address any opposing ideas they may hold about your topic. 

You probably found some holes in the opposing views during your research process. Now’s your chance to expose those holes. 

Take some time (and space) to: describe the opposing views and show why those views don’t hold up. You can accomplish this using both logic and facts.

Is a perspective based on a faulty assumption or misconception of the truth? Shoot it down by providing the facts that disprove the opinion.

Is another opinion drawn from bad or unsound reasoning? Show how that argument falls apart.

Some cases may truly be only a matter of opinion, but you still need to articulate why you don’t find the opposing perspective convincing.

Yes, a dolphin might be stronger than a mermaid, but as a mammal, the dolphin must continually return to the surface for air. A mermaid can breathe both underwater and above water, which gives her a distinct advantage in this mythical battle.

While the Rocky Mountain views are stunning, their limited colors—yellow from aspen trees and green from various evergreens—leaves the autumn-lover less than thrilled. The rich reds and oranges and yellows of the New England fall are more satisfying and awe-inspiring.

But what about longer trips that go beyond the city center into the suburbs and beyond? An electric bike wouldn’t be great for those excursions. Wouldn’t an electric car be the better choice then? 

Certainly, an electric car would be better in these cases than a gas-powered car, but if most of a person’s trips are in their hyper-local area, the electric bicycle is a more environmentally friendly option for those day-to-day outings. That person could then participate in a carshare or use public transit, a ride-sharing app, or even a gas-powered car for longer trips—and still use less energy overall than if they drove an electric car for hyper-local and longer area trips.

Your turn: Organize your rebuttal research and write a draft of each one.

5. A convincing conclusion

You have your arguments and rebuttals. You’ve proven your thesis is rock-solid. Now all you have to do is sum up your overall case and give your final word on the subject. 

Don’t repeat everything you’ve already said. Instead, your conclusion should logically draw from the arguments you’ve made to show how they coherently prove your thesis. You’re pulling everything together and zooming back out with a better understanding of the what and why of your thesis. 

A dolphin may never encounter a mermaid in the wild, but if it were to happen, we know how we’d place our bets. Long hair and fish tail, for the win.

For those of us who relish 50-degree days, sharp air, and the vibrant colors of fall, New England offers a season that’s cozier, longer-lasting, and more aesthetically pleasing than “colorful” Colorado. A leaf-peeper’s paradise.

When most of your trips from day to day are within five miles, the more energy-efficient—and yes, cost-efficient—choice is undoubtedly the electric bike. So strap on your helmet, fire up your pedals, and two-wheel away to your next destination with full confidence that you made the right decision for your wallet and the environment.

3 Quick Tips for Writing a Strong Argument

Once you have a draft to work with, use these tips to refine your argument and make sure you’re not losing readers for avoidable reasons.

1. Choose your words thoughtfully.

If you want to win people over to your side, don’t write in a way that shuts your opponents down. Avoid making abrasive or offensive statements. Instead, use a measured, reasonable tone. Appeal to shared values, and let your facts and logic do the hard work of changing people’s minds.

Choose words with AI

You can use AI to turn your general point into a readable argument. Then, you can paraphrase each sentence and choose between competing arguments generated by the AI, until your argument is well-articulated and concise.

2. Prioritize accuracy (and avoid fallacies).

Make sure the facts you use are actually factual. You don’t want to build your argument on false or disproven information. Use the most recent, respected research. Make sure you don’t misconstrue study findings. And when you’re building your case, avoid logical fallacies that undercut your argument.

A few common fallacies to watch out for:

• Strawman: Misrepresenting or oversimplifying an opposing argument to make it easier to refute.
• Appeal to ignorance: Arguing that a certain claim must be true because it hasn’t been proven false.
• Bandwagon: Assumes that if a group of people, experts, etc., agree with a claim, it must be true.
• Hasty generalization: Using a few examples, rather than substantial evidence, to make a sweeping claim.
• Appeal to authority: Overly relying on opinions of people who have authority of some kind.

The strongest arguments rely on trustworthy information and sound logic.

Research and add citations with AI

We recently wrote a three part piece on researching using AI, so be sure to check it out . Going through an organized process of researching and noting your sources correctly will make sure your written text is more accurate.

3. Persuasive essay structure

If you’re building a house, you start with the foundation and go from there. It’s the same with an argument. You want to build from the ground up: provide necessary background information, then your thesis. Then, start with the simplest part of your argument and build up in terms of complexity and the aspect of your thesis that the argument is tackling.

A consistent, internal logic will make it easier for the reader to follow your argument. Plus, you’ll avoid confusing your reader and you won’t be unnecessarily redundant.

The essay structure usually includes the following parts:

• Intro - Hook, Background information, Thesis statement
• Topic sentence #1 , with supporting facts or stats
• Concluding sentence
• Topic sentence #2 , with supporting facts or stats
• Concluding sentence Topic sentence #3 , with supporting facts or stats
• Conclusion - Thesis and main points restated, call to action, thought provoking ending

Are You Ready to Write?

Persuasive essays are a great way to hone your research, writing, and critical thinking skills. Approach this assignment well, and you’ll learn how to form opinions based on information (not just ideas) and make arguments that—if they don’t change minds—at least win readers’ respect. ‍

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How to Write Incredible Calls to Action (with Examples)

What if I say, “Subscribe to our email newsletter at the end of the article?” Probably, you’ll skip it and forget when reaching the subscription button. Why? Because a compelling call to action is not only about using action words. CTAs should appear at the right place and contain the right words to lead to conversion.

A CTA is a suggestion to people to perform a certain action: subscribe, download an ebook, schedule a call, etc. Website owners place them in various parts of the page, depending on the goals, such as:

• above the fold;
• in the middle of an article;
• next to the lead form;
• in the right rail and many other places. 

How should you arrange CTAs to encourage the audience to do what’s expected? This post will enumerate some helpful tips for successful call-to-action writing and show real-world examples from various spheres.

Image credit: Freepik

7 Proven Tips for Crafting Effective CTAs

Choose the right action verb.

CTAs usually appear precisely at the end of the message. It’s the last opportunity to reach out to consumers and point them in the right direction on their purchase journey. Where can you see them? On buttons, ads, banners, pop-ups, slide-ins, or at the end of videos. In any case, you have limited space for them. That’s why the CTA should be short, concise, and punchy.

Use a command verb at the beginning of the CTA copy. Compare the following variants and think of what will be more effective:

• Start your 14-day free trial period now.
• A 14-day trial period is available.

The first option is the clear winner because it tells the audience what to do. Remember that a strong call to action eliminates as much thought as possible. Choose the needed verb to match your situation and purpose, such as:

• sign up, subscribe, register now/get access
• download, start free trial;
• learn more, click here;
• buy/purchase, shop, order.

Use Power Words and Emotional Triggers

Another crucial component of call-to-action writing is power words . These are words that appeal to emotions and trigger the desire to click. While action verbs tell readers what to do and what will happen after clicking a link, power words subtly nudge people to the desired page. They rely on people’s emotions as a motivation to proceed, such as:

• fear : mistake, nightmare, painful, crisis, danger;
• encouragement : amazing, astonishing, life-changing, astounding, effortless;
• lust : thrilling, pleasurable, mouthwatering, compelling, engaging;
• anger : misleading, diminish, infuriating, annoying;
• greed : double, profit, explode, quadruple, extra, reduced;
• safety : proven, risk-free, moneyback, secure, refund;
• curiosity : lost, never seen before, unconventional, invitation only, confidential.

A strong CTA is the one people feel , not just comprehend. For example, “Secure your spot for the concert of a lifetime now,” will elicit a different response from viewers than, “Get your tickets for the concert now!” due to phrases like “lifetime” and “secure”. Another way to evoke enthusiasm is to leverage punctuation like an ellipsis or an exclamation mark.

Create Urgency and Scarcity

As most purchases are emotional rather than rational, another motivator can be a fear of missing out (FOMO). It’s one of the most widely-used tactics in e-commerce, where sellers show the number of remaining goods or the time left until the discount expires. So you can do it in the CTA.

The more people think, the less likely they will buy, remember? A sense of urgency/scarcity encourages people to act without much consideration. You can also find FOMO in social proof. If someone uses this product or service, others will be interested in joining the crowd. You can employ this idea in the CTA. Find a problem that your audience is experiencing. Emphasize it, show people they are not alone, and provide a solution.

Highlight the Benefits and Value Proposition

There is hardly anything more persuasive than a benefit . It works as simply as suggesting some perks for clicking the button. In other words, what are consumers going to gain from it? Will it enable people to perform their jobs more effectively, get in shape, or save money? You can add a tangible benefit like a discount or promotion. To show readers the value of clicking, start the CTA with words like “save” or “redeem” like “Save 15% by calling today!”

Or you can combine a USP and CTA in a single statement to persuade potential customers to take action. By highlighting what makes your product or service unique and motivating the user to take a specific action in line with that USP, you can increase the chances of converting them into leads or customers. Here’s an example of a USP/CTA mash-up:

“Get the best deals on luxury vacations - Book now and save 50%!”

Here you mention the action you expect users to perform (“ book now” ) and bring up a reason to do it ( “save 50%” ).

Personalize the CTA for the Target Audience

Personalization is one of the easiest ways to elicit emotions. It shows users that you value them and take a genuine interest in guiding them through the purchase journey smoothly. That’s why personalized CTAs can be so effective. According to Hubspot, tailored CTAs outperform standard CTAs by 202% .

Suppose a new website visitor, John, adds some products to the cart but leaves without buying them. You can show an exit-intent pop-up before he closes the tab with a personalized advertising call to action, such as: “John, get 10% off your first purchase! Plus, free shipping on orders over $50. Shop now and start saving!”

But if it was your existing customer, Rebecca, you could show her another pop-up, such as: “Welcome back, Rebecca! As a valued customer, we’d like to offer you 15% off your next purchase. Take advantage of this exclusive offer by making your purchase right away!”

Consider your audience when crafting your message, and address them specifically. You can segment people by age, gender, profession, level of proficiency in using your software, and other traits to offer the most relevant products and services.

Apart from writing a tailored message in your CTA, personalization can also be achieved by using new tools for sales documents creation. If you go with an interactive sales deck or proposal, you can add an impactful CTA by embedding your own calendar in the message, so that your potential customer can book their next meeting simply by reading your proposal.

Include Numbers If Relevant

Numbers catch the readers’ attention because they stand out on the page with text. So it’s another way to persuade people to click. Numbers also provide information that audiences want, like phone numbers, pricing, or advantages. For example, “Learn a new language in just 30 days with our intensive course.” It’s easy to spot the numbers, so viewers will immediately grasp the possible advantages of responding to your CTA.

You can also include a price in the ad copy and CTA. Why should you do it? On the one hand, you may scare away users from clicking the button and reading more about the product. On the other, if people deliberately respond to the ad knowing about your pricing, it shows their interest in the offer. It reduces the chances of bouncing from the landing page, increasing the return on ad spend.

Test and Optimize the CTA

Calls to action are tricky since you won’t know how effective they are until you put them to the test in real life. An idea that seems terrific on paper may not work well in practice. Thus, you need to understand why the CTA performs poorly and what doesn’t appeal to viewers. But how do you determine the need to change something? Through A/B testing.

A CTA is one of the most accessible and suitable page elements for the A/B test. A small change in word choice can have a significant impact. A/B testing lets you find the best option not only in terms of wording but also in placement, colors, size, etc.

Examples of Incredible CTAs

Now that we know the best practices for organizing CTAs, let’s examine how different companies do it. We’ll analyze call-to-action examples of online stores, SaaS companies, and nonprofit organizations.

E-commerce CTAs

Screenshot taken on the official Converse website

The first example under consideration is from Converse, a renowned lifestyle brand. The company uses several tips mentioned above:

• the language is simple to comprehend;
• numbers are showing the benefits of performing a particular action, such as 15% off the next order for signing up;
• the CTAs stand out from the rest of the content because they are bold or contrasting.

Ulster Weavers

Screenshot taken on Ulster Weavers

In this example from Ulster Weavers, we see the emphasis on FOMO. The bag is at a lower price, but only one item is available, so the retailer leaves us less time to think but to click the “Add to Cart” or “Buy it now” button.

Screenshot taken on the official Kusmi Tea website

Kusmi Tea decided to play with words and use the CTA “Enjoy now” instead of a basic “Click here” or “Shop now”. Don’t be afraid to get creative, as Kusmi Tea does in this screenshot. You can also notice that there is a lot of space around the button. This trick and the contrasting black color on the orange background make the CTA more visible.

Service-Based Call-to-Action Examples

Screenshot taken on the official Salesforce website

Here we can see several CTAs. Salesforce directs the viewer’s attention to them in the following ways:

• “Start free trial” is in the hero section of the website and is filled with color. So we understand it’s more important than the “Watch demo” button next to it.
• “Try for free” is filled with a contrasting green color for more emphasis. It also denotes no obligation to pay at the moment of clicking.
• The “Let’s chat” button is also noticeable. The photo on it aims to create a personal connection with the visitors and increase the likelihood of them engaging in a chat.

Time Doctor 

Screenshot taken on the official Time Doctor website

When adding creativity to your CTA, be careful with misleading users. For example, the screenshot from Time Doctor illustrates two CTAs on the exit-intent pop-up: 

• “Yes, help me increase my team’s productivity.”
• “No, I don’t need insight on what my team is doing.”

Unfortunately, they lack information about what will happen after choosing each. While you may guess the second button will close the pop-up, the first one may be confusing. Will I schedule a call, download the app, or get to the checkout page? No idea.

Screenshot taken on the official Exabytes website

This screenshot from Exabytes demonstrates a personalized approach. The CTA contains a personal pronoun, “My”, creating a sense of ownership and exclusivity in the customer’s mind.

Nonprofit CTAs

Elevation church.

Screenshot taken from the newsletter from the official Elevation Church website

It’s an email from Elevation Church. We can see that the organization displayed creativity in its “READY. SET. SHOP” advertising call to action. What may be the reason for that? It can be a powerful way to reach younger generations and differentiate an email from other generic promotions.

African Wildlife Foundation

Screenshot taken on the official African Wildlife Foundation website

Another nonprofit with impactful calls to action is African Wildlife Foundation. They are one of the first things you notice on the page. CTAs are concise and inspire supporters to learn more about the organization or donate immediately.

Over to You

Calls to action are indispensable elements of web forms , ad campaigns, emails, and social media content. What are the tips for designing them? We’ve looked at the top seven strategies, including:

• beginning with a powerful verb;
• appealing to emotions;
• leveraging numbers;
• offering benefits;
• instilling a sense of urgency;
• personalizing CTAs according to user preferences, behavior, and types;
• testing various aspects of CTAs thoroughly.

These tips will help you amplify your conversion rates and find the key to your audience.

Kate Parish

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Writing a Persuasive Essay

Persuasive essays convince readers to accept a certain perspective. Writing a persuasive essay therefore entails making an argument that will appeal to readers, so they believe what you say has merit. This act of appealing to readers is the art of persuasion, also known as rhetoric. In classical rhetoric, persuasion involves appealing to readers using ethos, pathos, and logos.

In this tutorial, we refer to the sample persuasive draft and final paper written by fictional student Maggie Durham.

THE ART OF PERSUASION

Ethos refers to establishing yourself as a credible source of information. To convince an audience of anything, they must first trust you are being earnest and ethical. One strategy to do this is to write a balanced discussion with relevant and reliable research that supports your claims. Reliable research would include quoting or paraphrasing experts, first-hand witnesses, or authorities. Properly citing your sources, so your readers can also retrieve them, is another factor in establishing a reliable ethos. When writing for academic purposes, expressing your argument using unbiased language and a neutral tone will also indicate you are arguing fairly and with consideration of others having differing views.

When you appeal to your readers’ emotions, you are using pathos. This appeal is common in advertising that convinces consumers they lack something and buying a certain product or service will fulfill that lack. Emotional appeals are subtler in academic writing; they serve to engage a reader in the argument and inspire a change of heart or motivate readers toward a course of action. The examples you use, how you define terms, any comparisons you draw, as well as the language choices you use can draw readers in and impact their willingness to go along with your ideas.

Consider that one purpose of persuasion is to appeal to those who do not already agree with you, so it will be important to show that you understand other points of view. You will also want to avoid derogatory or insulting descriptions or remarks about the opposition. You wouldn’t want to offend the very readers you want to persuade.

Establishing an appeal of logos is to write a sound argument, one that readers can follow and understand. To do this, the facts and evidence you use should be relevant, representative, and reliable, and the writing as a whole should be well organized, developed, and edited.

STEPS FOR WRITING PERSUASIVELY

Step one: determine the topic.

The first step in writing a persuasive essay is to establish the topic. The best topic is one that interests you. You can generate ideas for a topic by prewriting, such as by brainstorming whatever comes to mind, recording in grocery-list fashion your thoughts, or freewriting in complete sentences what you know or think about topics of interest.

Whatever topic you choose, it needs to be:

• Interesting : The topic should appeal both to you and to your intended readers.
• Researchable : A body of knowledge should already exist on the topic.
• Nonfiction : The information about the topic should be factual, not based on personal opinions or conspiracy theories.
• Important : Your reader should think the topic is relevant to them or worthy of being explored and discussed.

Our sample student Maggie Durham has selected the topic of educational technology. We will use Maggie’s sample persuasive draft and final paper as we discuss the steps for writing a persuasive essay.

Step Two: Pose a Research Question

Once you have a topic, the next step is to develop a research question along with related questions that delve further into the first question. If you do not know what to ask, start with one of the question words: What? Who? Where? When? Why? and How? The research question helps you focus or narrow the scope of your topic by identifying a problem, controversy, or aspect of the topic that is worth exploration and discussion. Some general questions about a topic would be the following:

• Who is affected by this problem and how?
• Have previous efforts or polices been made to address this problem? – What are they?
• Why hasn’t this problem been solved already?

For Maggie’s topic of educational technology, potential issues or controversies range from data privacy to digital literacy to the impact of technology on learning, which is what Maggie is interested in. Maggie’s local school district has low literacy rates, so Maggie wants to know the following:

• Are there advantages and/or disadvantages of technology within primary and secondary education?
• Which types of technology are considered the best in terms of quality and endurance?
• What types of technology and/or programs do students like using and why?
• Do teachers know how to use certain technologies with curriculum design, instruction, and/or assessment?

Step Three: Draft a Thesis

A thesis is a claim that asserts your main argument about the topic. As you conduct your research and draft your paper, you may discover information that changes your mind about your thesis, so at this point in writing, the thesis is tentative. Still, it is an important step in narrowing your focus for research and writing.

The thesis should

1. be a complete sentence,

2. identify the topic, and

3. make a specific claim about that topic.

In a persuasive paper, the thesis is a claim that someone should believe or do something. For example, a persuasive thesis might assert that something is effective or ineffective. It might state that a policy should be changed or a plan should be implemented. Or a persuasive thesis might be a plea for people to change their minds about a particular issue.

Once you have figured out your research question, your thesis is simply the answer. Maggie’s thesis is “Schools should supply technology aids to all students to increase student learning and literacy rates.” Her next step is to find evidence to support her claim.

Step Four: Research

Once you have a topic, research question, and thesis, you are ready to conduct research. To find sources that would be appropriate for an academic persuasive essay, begin your search in the library. The Purdue Global Library has a number of tutorials on conducting research, choosing search teams, types of sources, and how to evaluate information to determine its reliability and usefulness. Remember that the research you use will not only provide content to prove your claim and develop your essay, but it will also help to establish your credibility as a reliable source (ethos), create a logical framework for your argument (logos), and appeal to your readers emotionally (pathos).

Step Five: Plan Your Argument; Make an Outline

Once you have located quality source information—facts, examples, definitions, knowledge, and other information that answers your research question(s), you’ll want to create an outline to organize it. The example outline below illustrates a logical organizational plan for writing a persuasive essay. The example outline begins with an introduction that presents the topic, explains the issue, and asserts the position (the thesis). The body then provides the reasoning for the position and addresses the opposing viewpoints that some readers may hold. In your paper, you could modify this organization and address the opposing viewpoints first and then give the reasoning for your viewpoints, or you can alternate and give one opposing viewpoint then counter that with your viewpoint and then give another opposing viewpoint and counter that with your viewpoint.

The outline below also considers the alternatives to the position—certainly, there are other ways to think about or address the issue or situation. Considering the alternatives can be done in conjunction with looking at the opposing viewpoints. You do not always have to disagree with other opinions, either. You can acknowledge that another solution could work or another belief is valid. However, at the end of the body section, you will want to stand by your original position and prove that in light of all the opposing viewpoints and other perspectives, your position has the most merit.

Sample Outline of a Persuasive Argument

• 1. Introduction: Tell them what you will tell them.
• a. Present an interesting fact or description to make the topic clear and capture the reader’s attention.
• b. Define and narrow the topic using facts or descriptions to illustrate what the situation or issue is (and that is it important).
• c. Assert the claim (thesis) that something should be believed or done about the issue. (Some writers also briefly state the reasons behind this claim in the thesis as Maggie does in her paper when she claims that schools should supply tablets to students to increase learning , engagement, and literacy rates ).
• 2. Body: Tell them.
• a. Defend the claim with logical reasons and practical examples based on research.
• b. Anticipate objections to the claim and refute or accommodate them with research.
• c. Consider alternate positions or solutions using examples from research.
• d. Present a final point based on research that supports your claim in light of the objections and alternatives considered.
• 3. Conclusion: Tell them what you told them.
• a. Recap the main points to reinforce the importance of the issue.
• b. Restate the thesis in new wording to reinforce your position.
• c. Make a final remark to leave a lasting impression, so the reader will want to continue this conversation and ideally adopt the belief or take the action you are advocating.

In Maggie’s draft, she introduced the topic with facts about school ratings in Texas and then narrowed the topic using the example of her local school district’s literacy rates. She then claimed the district should provide each student a tablet in order to increase learning (and thus, literacy rates).

Maggie defends her claim with a series of examples from research that proved how access to tablets, technology-integrated curriculums, and “flipped classrooms” have improved literacy rates in other districts. She anticipates objections to her proposal due to the high cost of technology and counter argues this with expert opinions and examples that show partnerships with businesses, personalized curriculums that technology makes possible, and teacher training can balance the costs. Maggie included an alternative solution of having students check out tablets from the library, but her research showed that this still left students needing Wi-Fi at home while her proposal would include a plan for students to access Wi-Fi.

Maggie concluded her argument by pointing out the cost of not helping the students in this way and restated her thesis reaffirming the benefits, and then left the reader with a memorable quote.

Click here to see Maggie’s draft with feedback from her instructor and a peer. Sample Persuasive Draft

Feedback, Revision, and Editing

After you write a draft of your persuasive essay, the next step is to have a peer, instructor, or tutor read it and provide feedback. Without reader feedback, you cannot fully know how your readers will react to your argument. Reader feedback is meant to be constructive. Use it to better understand your readers and craft your argument to more appropriately appeal to them.

Maggie received valuable feedback on her draft from her instructor and classmate. They pointed to where her thesis needed to be even more specific, to paragraphs where a different organization would make her argument more convincing, to parts of the paper that lacked examples, sentences that needed revision and editing for greater clarity, and APA formatting that needed to be edited.

Maggie also took a critical look at her paper and looked back at her writing process. One technique she found helpful was to read her paper aloud because it let her know where her wording and organization were not clear. She did this several times as she revised and again as she edited and refined her paper for sentence level clarity and concision.

In the end, Maggie produced a convincing persuasive essay and effective argument that would appeal to readers who are also interested in the way technology can impact and improve student learning, an important topic in 2014 when this paper was written and still relevant today.

Click here to see Maggie’s final draft after revising and editing. Sample Persuasive Revised

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My Speech Class

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Persuasive Essay Outline – Examples, Templates & Structure

Amanda Green was born in a small town in the west of Scotland, where everyone knows everyone. I joined the Toastmasters 15 years ago, and I served in nearly every office in the club since then. I love helping others gain confidence and skills they can apply in every day life.

Writing a good persuasive essay can help convince others of a point that means a lot to you. It can be anything from an environmental crisis to something as simple as the importance of ebooks to the modern reader. But how do you write a persuasive essay? Where do you even start? Right here! I’ll explain everything you need to know and even show you an example of a persuasive essay.

What Is a Persuasive Essay?

Persuasive essays are meant to convince someone or a group of people to agree with you on a certain topic or point of view. As the writer, you’ll use definitive evidence, simple reasoning, and even examples to support your argument and persuade them to understand the point of the essay.

Why Write a Persuasive Essay?

Believe it or not, you’ll have to form convincing arguments throughout real life. This could be in the form of college essays or academic essays, speeches for debate club that requires a valid argument, or even presenting an idea for change to your town council.

Argumentative vs. Persuasive Essay

An argumentative essay presents an argument on a specific topic and tries to persuade people to accept that argument as valid. It uses evidence, logic, and sometimes counterarguments to support the main point.

A persuasive essay is similar but presents an argument and focuses more on appealing to the reader’s emotions and values to convince them of your point of view. Think of it as convincing vs. persuading. And, yes, persuasive essays can also use evidence, but they often rely more on personal anecdotes and moral appeals to plead their case.

Let me give you an example. I’m a content writer, but I’m also a published author. If I were going to write an argumentative essay, I’d probably choose a topic like “Do you think authors should self-edit their work?”

But if I were doing a persuasive essay with a similar angle, the topic would look more like “The benefits of self-editing for authors.” Make sense?

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Basically, the main difference between argumentative and persuasive essays is all in the emphasis placed on logic and emotion.

How Many Paragraphs in a Persuasive Essay?

A decent persuasive essay should be around five or six paragraphs with double line spacing, depending on the topic, and can range from 500-2000 words in length. This includes your introduction and conclusion.

Introduction of a Persuasive Essay Example

Our world is facing a crisis, and that crisis is plastic pollution! Every day, a disgusting amount of plastic waste is just dumped into our oceans, killing and harming innocent marine life and ultimately affecting the entire food chain, including us.

Even though there is a clear and present danger that plastic presents, there are still a lot of people and corporations that continue to use single-use plastics with zero regards for their impact on our environment. It’s time for people to really look around and take some responsibility.

We can make a change by learning and using environmentally friendly alternatives in our everyday lives. So, in this essay, I’ll argue that using reusable bags, water bottles, and containers is not only necessary for the health of our precious planet but also a simple and effective way to make a real difference.

A Persuasive Essay Structure

As persuasive essay writers, you can write it however you like, but to follow a traditional persuasive essay structure, use this basic layout to get an effective paper:

• An Introduction: You need a good hook to grab the reader’s attention, a thesis statement presenting the main argument, and a roadmap of the essay, so they know what to expect.
• The Body Paragraphs: 2-3 paragraphs should suffice to provide strong evidence, examples, and any reasoning to support the thesis statement. Each paragraph should focus on a single main idea. 
• The Counterargument: This section acknowledges and refutes the opposing viewpoint, strengthening your argument but still without being as forward as an argumentative essay.
• A Conclusion or Closing Statement: Here is where you would summarize the main points of the essay and a restatement of the thesis, including a call to action for the reader and/or a final thought.

In the end, a persuasive essay usually consists of 5-6 paragraphs and needs to be clear, concise, and logically structured to really persuade the reader on the point.

Tips for Persuasive Writing

• Choose a strong, clear thesis statement that presents your argument well.
• Know your audience and tailor your language and arguments to them. You’ll need a different approach if you’re speaking to a group of teenagers versus a team of adults.
• Use credible and reliable sources to support your argument so no one can second guess your point.
• Expect that people will have counterarguments and prepare a few talking points to address them.
• Use strong pieces of evidence and back them up with facts, statistics, examples, and personal anecdotes. Putting a personal touch on it helps ground the essay and lets people know you’re serious about the topic.
• Use an emotional appeal to engage the reader and make a personal connection to your argument. Basically, tug at their heartstrings and play into their guilt.
• Use clear and concise wordage. Try and avoid confusing technical jargon that might confuse people, and maintain a consistent tone throughout the essay.
• Make sure you’re confident and use an assertive tone but avoid being overly aggressive or confrontational. That will just spark a fight.
• Finish up with a powerful call to action or a final thought that leaves a lasting impact on the reader or listener.
• Use the same font throughout your essay, even for headings and titles. Go with easy-to-read fonts like Calibri, Times New Roman, or Garamond.
• Proofread and edit your essay for clarity, grammar, and style. I cannot stress this one enough. If you’re not confident, use programs like Grammarly to help spot typos and inconsistencies.

Persuasive Essay Topic Ideas

If you’re stuck on some ideas of what to form your essay around, here’s a list of some popular topics to inspire you.

• Importance of recycling and reducing waste in today’s climate.
• The need for stricter gun control laws all over the world.
• A paper on abortion rights in today’s age.
• Benefits of alternative energy sources over fossil fuels and how we can be using them.
• How social media has negative impacts on mental health in kids.
• Key benefits of a vegetarian or vegan diet and how it can help the planet.
• The value of a college education.
• Rise of plastic pollution on the environment and sea life and how it is affecting us.
• Why physical exercise and leading an active lifestyle are important.
• The dangers of texting while driving.
• How our public schools need better funding.
• Benefits of a diverse and inclusive workplace both online and in-person.

Any of these could be used as logical arguments. Still, to make a persuasive argument from either of them, just follow the basic persuasive essay outline examples I’ve given you.

Example of a Persuasive Essay

Introduction.

In today’s age of ever-changing technology, the way we consume and experience books have changed dramatically in just a short time. While physical books were once the only option, ebooks have grown increasingly popular in recent years. In my essay, I’ll argue that, while we all still love paperbacks and hardcovers, ebooks offer so many benefits over physical books, making them the number one choice for most readers today.

Body Paragraph 1: Convenience

Ebooks are convenient; there’s just no denying it. They’re easily accessible through devices like smartphones, tablets, and e-readers, and they allow readers to carry hundreds of books with them at all times. This makes them perfect for traveling or heading to work, or even going to the gym. Readers can now have an entire library with them without the added weight of physical books. Plus, ebooks are easily bought online with just the click of a button, further adding to their convenience.

Body Paragraph 2: Customization

Ebooks offer a level of customization that physical books just can’t match. For one, the font size can be adjusted for easier reading, which is great for those who have eyesight problems. The background color can also be changed from light to dark to reduce eye strain. Personally, as someone who suffers from Meniere’s disease, this is a great feature. All of these options make ebooks a great choice for people with visual impairments, neurological disorders, or reading difficulties.

Body Paragraph 3: Affordability

Ebooks are often far cheaper than physical books, especially when purchased in bulk. You can get an entire series for a fraction of the cost of one paperback. This makes them a more accessible option for budget-conscious readers and people who simply don’t have the disposable funds for books. Also, tons of ebooks are available for free, which is a great option for readers that are looking for ways to save money but keep up with their reading habits.

Body Paragraph 4: Environmentally Friendly

626,000 tons of paper is used to produce all the books we see published every year. That’s a scary number when you consider the rate of deforestation and the state of our world in terms of global warming. We simply can’t afford to move ahead at a rate like that. Ebooks help tackle the issue because they require zero trees to produce.

In conclusion, ebooks offer endless benefits over physical books, including convenience, customization, and affordability. While physical books will always hold a special place in our hearts, you have to admit that the benefits of ebooks just can’t be ignored. For modern, busy, on-the-go readers, ebooks are the preferred choice. It’s time to embrace the digital age and make the switch to ebooks.

Now Write Your Persuasive Essay!

I hope this guide has helped you figure out persuasive essay writing and how to put together powerful arguments. Just stick to the facts and ease the reader into your point with gentle arguments that continue to prove your point. Don’t be afraid to get personal if it can help the essay and convince the reader.

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What is a Persuasive Essay? Full Persuasive Essay Guide

In a world where effective communication is crucial, mastering persuasive writing is essential. It transcends simply expressing opinions by enabling you to influence others and clearly articulate your message. Say goodbye to difficulties in making your point; join us as we explore how to craft persuasive essays that are both informative and genuinely compelling in our guide!

Persuasive Essay Definition

This type of essay persuades the reader to agree with your viewpoint by presenting convincing arguments, research, and ideas. You rely on logic and reason to demonstrate why your perspective is more valid than others. You must present clear arguments supported by compelling facts. Several key elements should be included in these essays:

• A clear thesis statement or main idea that guides your essay's focus.
• An opening paragraph that introduces your thesis statement and sets the stage for your argument.
• Body paragraphs that use specific research evidence to support your points.
• Smooth transitions between paragraphs that connect ideas clearly and engagingly.
• Addressing counterarguments to acknowledge and refute opposing viewpoints.
• A conclusion that reinforces your central idea without repeating it word for word.

Elements of a Persuasive Essay

Persuasive essays rely on three key elements called modes of persuasion . These were introduced by Aristotle, a famous philosopher, to help make arguments strong and convincing.

First, there's logos , which means using evidence and logical reasoning to support your points. It's crucial to clearly state your main argument and back it up with solid evidence. Remember, what counts as convincing evidence can vary depending on who you're trying to persuade.

Next up is pathos , which involves appealing to people's emotions. Sharing personal stories can be really effective here because they help readers connect emotionally with your argument. Plus, personal anecdotes can give your essay a unique voice.

Lastly, there's ethos , which is all about building trust and credibility with your audience. The way you write your essay—whether it's serious, funny, or sincere—can affect how readers see you. Using reliable sources and showing empathy can also help establish your credibility. And when you're making claims, it's important to consider what your readers already believe and try to address any doubts they might have.

Feeling overwhelmed by all this info? Just say - ' write my paper ,' and our expert writers will jump in to assist you right away!

How to Write a Persuasive Essay in 7 Steps

Writing a persuasive essay usually follows a structured format: introduction, body, conclusion . Unlike argument essays, which involve discussing and attacking alternate views, persuasive essays aim to convince the reader of your argument's validity. They're a bit more gentle and understanding in tone. To craft a solid persuasive essay, follow the 7 steps in this section. And while you're at it, don't forget to explore our guide on how to write an argumentative essay , too. These two types of assignments are the most common in school and college.

Step 1: Topic Selection and Research

Choosing a good topic is where you start when writing a persuasive essay. Think about things that really interest you and make you feel strongly. But it's not just about what you like; you also need to think about what matters to your readers. Do some digging to learn more about your topic. Look into different parts of it by checking out reliable sources like books, websites, and academic articles.

While you're doing your research, keep an eye out for different opinions and new ideas about your topic. This helps you get ready for arguments against your point of view. It's also important to see if there's enough evidence out there to back up what you believe. Having lots of evidence makes it easier to make a strong case.

For more help on picking a topic, check out our persuasive essay topics .

Step 2: Develop a Strong Thesis Statement

A well-developed thesis statement should be specific, concise, and debatable. Avoid saying things that are too vague or broad, as they won't give your essay a clear direction. Instead, try to come up with a thesis that clearly says what you believe and encourages people to think about it critically.

Make sure your thesis statement is backed up by the evidence you found in your research. Use facts, numbers, or opinions from experts to support what you're saying and make your argument stronger.

Also, think about how your thesis statement fits into your whole persuasive essay. It should not only outline your main argument but also give a hint about why it's important.

Step 3: Create an Outline

An academic persuasive essay outline typically follows the 'classical' structure, which is based on techniques used by ancient Roman rhetoricians. Here are the basic elements your outline should include:

Step 4: Write the Introduction

When writing a persuasive essay introduction, it should not only give background information but also frame it as a problem or issue, known as the exigence. Presenting a clearly defined problem and proposing the thesis as a solution makes for a compelling introduction, as readers naturally want to see problems solved.

Here's a breakdown of an effective persuasive essay introduction:

• Hook : Begin with a brief anecdote that highlights an emerging issue, capturing the reader's attention.
• Context : Provide background information related to the topic.
• Problem : Connect the anecdote with the emerging issue, presenting it as a problem in need of addressing.
• Debate : Mention briefly the existing debate surrounding how to respond to the problem.
• Claim : Conclude the introduction by hinting at how you intend to address the problem, presented in a conversational tone as part of an ongoing dialogue.

Step 5: Delve into Body Paragraphs

The core of a persuasive essay lies in presenting a claim supported by reasoning and evidence. This means that much of the essay's body is dedicated to providing supporting reasons backed by evidence. A common approach taught in schools and colleges is the PEAS formula:

• Point : Start by explaining your reason clearly. For example, 'Another reason why we need to recycle is because...'
• Evidence : After explaining your reason, give proof that supports it. You can mention facts or share what experts say. You might say, ' I saw in a study that.. .' or ' Scientists have found that.. .'
• Analysis : Explain how your proof supports your reason. You can say, ' This means that.. .' or ' This shows us that... '
• Summary/So what? : Finish by quickly summarizing everything you said before. Then, explain why it's important or what it means for your argument.

Step 6: Address Counterarguments

When you're dealing with counterarguments, pick the response strategy that matches your argument.

• If you agree with some points from the counterargument, acknowledge them and explain why they're not important for your topic. 
• If the counterargument uses different evidence, say why it's not trustworthy. 
• If the counterargument looks at evidence in a different way, explain why their understanding is wrong. 
• If the counterargument weakens your point with evidence, explain why it doesn't actually disprove your argument.

Use phrases like these to introduce counterarguments:

• Some researchers say...
• Critics argue that...
• Others might think...
• There's a different view that...

And transition like this from counterargument to response:

• While some of that makes sense, I still believe...
• Even if that's true, it doesn't change the fact that...
• Those points are interesting, but they don't affect my argument because...
• I see where you're coming from, but I can't agree because...

Step 7: Conclude with a Call to Action or a Memorable Closing Statement

A good persuasive conclusion should do two things:

• Summarize the main points of your essay. If it's a longer essay, using phrases like 'I have argued that' can help, but for shorter essays, it might not be needed since the reader will remember the main ideas.
• Address the ' So what? ' or ' Now what? ' challenge. Imagine your reader asking, 'Okay, I'm convinced by your essay, but why are these ideas important? What should I do with them? Do you expect things to change?' Depending on whether your essay aims to change how people think or act, offer brief action points or insights into the implications of your ideas.

Consider ending with an anecdote, fact, or quote that highlights the significance of your argument.

Also, take a look at our guide on how to write a synthesis essay . It's a common type of assignment you'll encounter in school and college.

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Persuasive Essay Examples

Here are great examples of persuasive essays to inspire you. If you like the writing style of our authors, you can buy essay paper from them, who will ensure a high-quality document specifically tailored to your needs!

5 Tips for Writing a Persuasive Essay

Here are some additional tips to enhance your essay from our persuasive essay writing service :

• Start with a Captivating Hook : Grab your reader's attention from the beginning with an engaging hook. Instead of using common approaches like surprising facts or quotes, try incorporating a unique angle or a suspenseful story related to your topic.
• Build Your Credibility : It's crucial to establish your credibility to persuade your audience to trust your argument. In addition to presenting well-researched facts and statistics, share personal experiences or insights to demonstrate your expertise. Citing lesser-known experts or studies can also provide a fresh perspective and show a thorough exploration of the topic.
• Clearly State Your Thesis: Craft a clear and concise thesis statement that effectively addresses the nuances of your argument. Take time to consider the wording of your thesis and how it aligns with your essay's direction. Provide a brief overview of the main points you'll cover to give readers a clear roadmap.
• Use Persuasive Language : Choose words and phrases that evoke emotion and urgency, compelling the reader to take action. Experiment with rhetorical devices like parallelism or repetition to add depth to your argument. Maintain a tone that balances assertiveness with respect.
• Appeal to Emotions and Logic : While emotional appeals can be powerful, support them with solid logic and evidence. Supplement personal anecdotes with relevant data, expert opinions, or logical reasoning for a well-rounded perspective. Anticipate and address potential counterarguments to demonstrate thorough consideration of the issue.

To bring it all together, you now understand the power of persuasion - it teaches you how to express your ideas clearly and convincingly. This means you can speak up for what you believe in, making society more active and informed. These skills are super useful not just in school but also in jobs and everyday life. And, if you want to make things easier, you can always check out our essay service . We'll save you time and give you some extra help with your writing!

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What are the 7 Tips for Persuasive Essays?

How do i make a persuasive essay.

Daniel Parker

is a seasoned educational writer focusing on scholarship guidance, research papers, and various forms of academic essays including reflective and narrative essays. His expertise also extends to detailed case studies. A scholar with a background in English Literature and Education, Daniel’s work on EssayPro blog aims to support students in achieving academic excellence and securing scholarships. His hobbies include reading classic literature and participating in academic forums.

is an expert in nursing and healthcare, with a strong background in history, law, and literature. Holding advanced degrees in nursing and public health, his analytical approach and comprehensive knowledge help students navigate complex topics. On EssayPro blog, Adam provides insightful articles on everything from historical analysis to the intricacies of healthcare policies. In his downtime, he enjoys historical documentaries and volunteering at local clinics.

• Rewrote the whole article except the samples which are good and new, and FAQs section
• Added new writing steps
• Researched new information overall

1. Gladd, J. (2020, August 18). Tips for Writing Academic Persuasive Essays . Pressbooks. https://idaho.pressbooks.pub/write/chapter/structure-of-academic-persuasive-essays/

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Call To Action In Writing: 7 Powerful Examples

Careful attention to CTA (call to action) copywriting is the difference between brands that drive conversions and those that only drive traffic.

Brands that slap a “Buy Now” button on a page and call it a day wonder why their campaigns fail to convert. Companies that engage in strategic CTA testing continue to drive success metrics like CTR (click-through rate) up and to the right.

CTA testing is paramount because it’s not always obvious what needs to happen for your business. Landing page platform Unbounce boosted conversion rates by 90% by changing their CTA copy from “Start your 30-day trial” to “Start my free 30-day trial.” 

In this article, we’ll explore seven powerful CTA examples from high-performing companies. You’ll learn what makes them so convincing so that you can apply these lessons in your own CTA writing.

Table of contents

• CTAs drive the buying journey 
• Use Voice of Customer research to understand buyer goals 

Start with an imperative (command verb)

• Leverage power words to build excitement 
• 1. Pipedrive removes barriers to conversion 

2. ActiveCampaign makes it clear what customers are signing up for

3. wordable talks results.

• 4. Jasper speaks directly to a common pain point 

5. Emma builds intrigue by keeping it concise

6. betterhelp solves three objections in just three words.

• 7. ClickUp backs up its claim with a compelling guarantee 

What is a call to action in writing? 

Your call to action is the prompt you give readers or users to take a desired action.

That action might be to:

• Download an ebook or guide;
• Sign up for a free trial;
• Register for an upcoming webinar;
• Browse products in your online store;
• Book a sales demonstration.

CTAs are a critical component of marketing material. It’s the point where you tell your reader to do something.

CXL use them on landing pages to invite customers to trial top marketing courses:

SEO tool Clearscope invites users to join their Director of SEO in a webinar.

And revenue intelligence platform Gong uses CTAs at the end of blog posts to guide readers to additional content they may find valuable:

At the most basic level, these CTAs exist to give customers their next step in the buying journey.

CTAs drive the buying journey 

A CTA in a brand awareness campaign will look entirely different from a CTA meant to drive sales at the bottom of the funnel.

Take this post from Mailchimp on email marketing benchmarks. Most readers will land on this page after searching for “email marketing benchmarks” on Google.

Mailchimp knows, then, that the user’s search intent is to learn more about the subject of email marketing, not about Mailchimp and its features.

So, the CTA at the bottom of this blog post directs readers to related concepts, several of which are more prescriptive and action-focused than email marketing benchmarks (a powerful way to build value for the customer and to establish your brand as an authority).

Strong CTAs go beyond “buy now”  

The traditional answer as to why CTAs are important is that “customers don’t take action unless they’re told what to do.” 

While this is true, it’s not the whole story. A strong call to action doesn’t just provide a path forward but removes any barriers or objections.

Consider the CTA “Sign up now” on a SaaS product landing page. This raises several buyer objections:

• Do I have to pay?
• How much does it cost?
• Am I locked into a contract?
• How long is the contract?
• What payment methods are available?

Effective CTA writing can overcome these objections simply by altering the wording.

Copper uses the copy “Try Free” to preempt and solve these objections.

The word “Free” eliminates any concerns about cost, and the addition of the term “Try” implies a trial period, so there is no risk of signing up for a lengthy contract.

How to write a call to action that converts 

CTA writing is a form of persuasive writing . Your goal is to convince readers to take a given action in as few words as possible.

A strong understanding of buyer psychology and buyer intelligence will be helpful here. You can also fast-track results with these CTA writing techniques. 

Use Voice of Customer research to understand buyer goals 

Voice of Customer research uses qualitative and quantitative research to uncover the wants and needs of buyers in their own words.

Then, you’ll use these insights verbatim (or close to) in your marketing material to resonate with customer desires.

This is how Copyhackers wrote Beachway Therapy Center’s landing page to drive 400% more click-throughs on the CTA. 

The group mined Amazon addiction book reviews to learn about wants and pains and note memorable phrases.

Within those reviews, they caught recurring themes and identified the messaging that resonates with their customer base. The group then applied that copy to the landing page.

Messaging strategy agency Make Mention learned that the CTA for their client, “Start with the first hour free,” was asking for too much too soon.

The group conducted online and email surveys and learned that users struggled to understand the course’s value and encountered friction because objections weren’t addressed.

Make Mention redid the page, injecting several phrases from the customers’ vocabulary, including: 

• “practical exercises”;
• “getting your first developer job.”

They also directed the CTA button to lead to an alternative page where customers can learn more about the course.

Make Mention helped customers get more information before asking for the sale, and critically, they used the language customers use. This tweak boosted conversions on the CTA button by over 66%, leading to more check-outs from the Curriculum page than the Pricing page.

A good general rule to follow in CTA writing is to always start with an imperative. Imperatives are action words; they tell the reader to do something.

Powerful examples of action phrases include:

• Learn; 

SparkToro demonstrates two examples of imperatives in action with their buttons: “Try SparkToro for free” and “See Pricing.”

Preempt and eliminate objections 

Effective call to action writing preempts objections and eliminates them early.

Take Buzzsumo , which clarifies that new users don’t have to pay a cent for 30 days, obliterating worries about forgetting they’ve started the trial and purchasing accidentally.

The most common objections you’ll face are:

• Cost (Is there one? And if so, how much?);
• Time (How long is this going to take?);
• Commitment (Am I locked into anything?).

For cost objections, use terms like “free” and “no credit card required” to clarify that there is no cost involved.

For time objections, phrases like “instantly,” “in 2 minutes,” and “now” communicate that the action will take place quickly.

Solve commitment objections by clearly outlining the trial length (“Try free for 14 days”) or with terms like “free forever” and “no credit card.”

Leverage power words to build excitement 

Command words tell readers what to do. Power words make them feel excited about doing it. Combining the two is what motivates users to take action.

Examples of convincing power words to use in your CTA writing include:

• Classified;
• Minimalist;
• Irresistible;
• Effortless.

For example, GAP uses the term “unique” to encourage users to sign up for their mailing list (in exchange for a 25% discount).

Create a sense of urgency to inspire immediate action 

Great call to action writing inspires readers to take action now . When done well, they create buyer FOMO (fear of missing out), motivating website visitors to act immediately.

Words like “now,” “instantly,” “limited time,” and “today” are a good starting point but are best supplemented with urgent imperatives like “seize,” “gain,” and “access.”

Youprenuer combines the imperative “Get” with the urgency-building power word “Instant” to build a compelling CTA for their email list.

Use mystery to generate curiosity 

In certain cases, you’ll want to avoid mystery altogether. For instance, when crafting a CTA designed to motivate readers to sign up for a free trial, we want to clarify what customers are getting into.

But curiosity can work in our favor for downloadable content like ebooks and guides.

Terms like “discover,” “see what’s inside,” and “get the secrets” are powerful curiosity-builders that can help motivate readers to hand over their email addresses in exchange for the promised value.

“Explore” is a great example of a curiosity-building word to include in your CTAs, as demonstrated by premium vodka brand Grey Goose .

Back up your claims with social proof 

CTA copy doesn’t need to sit on its own.

Great CTA writers supplement copy with social proof (testimonials, reviews, logos) to give more gravity to their message and build trust with skeptical buyers.

Juro , for example, supplements their “book a demo” CTA with review ratings from Capterra and G2.

7 impressive calls to action (and why they work so well) 

Ultimately, A/B testing and experimentation will help you uncover your purpose’s perfect call to action.

Use these examples as a jumping-off point, and tweak and test as appropriate.

1. Pipedrive removes barriers to conversion 

One of the biggest factors preventing readers from converting is the unknown. When faced with a CTA like “Start now,” customers wonder internally:

• What’s involved in starting?
• Do I need to get my credit card out?
• What exactly am I committing to?

You can solve these objections before they arise with careful copywriting.

Pipedrive’s homepage CTA section is a powerful example of this. 

The green “Start free” call to action button immediately tells readers there’s no cost involved. The supplementary “No credit card required” copy below also helps users overcome this objection.

The addition of the simple “Full access” answers the question, “But am I just signing up to a limited version, and will I need to pay to access more sophisticated features?”

Lastly, Pipedrive does a great job of communicating why readers should click that CTA button (because Pipedrive users close 28% more deals after their first year using the CRM).

Takeaways from Pipedrive’s CTA example:

• Incorporate terms like “free” and “no credit card” to solve cost objections;
• Make it clear to users what they’re signing up for (e.g., full platform access);
• Use compelling social proof to communicate the why (answer the question, “What’s in it for me?”.

Average CTA writing leaves readers guessing:

• What am I signing up for exactly?
• What happens next?
• What if I don’t like what I see?
• Am I going to get hounded by a sales rep?

Strong CTA writing makes a reader’s next steps abundantly clear.

Take ActiveCampaign .

The exit popup on their email marketing product page aims to capture a reader’s interest (and email address) before they leave ActiveCampaign’s site.

A simple “Download our guide” wouldn’t be sufficient. Those who leave a landing page without clicking an in-page CTA are clearly unconvinced, so any copy in an exit popup must be especially persuasive.

ActiveCampaign nails this in their header copy.

“Use these 6 emails for your welcome series” tells readers precisely what they’ll receive. 

The use of the term “free” in the body copy eliminates cost objections, and the addition of the bracketed “to get more sales w/o more work” puts the offer in the context of the result, answering the reader’s question, “What’s in it for me?”

“Send me the free guide” (the copy in the CTA itself) is reader-focused (written in first person) and reiterates that there’s nothing to lose as the guide is free.

Lastly, the copy below the CTA button (“We do not sell or share your information with anyone”) works to convince even the most skeptical reader that they’re signing up for a safe offer.

Takeaways from ActiveCampaign’s CTA example:

• Make it abundantly clear what readers are going to receive;
• Solves the cost objection by doubling down on terms like “free”;
• Put your offer in the context of results (answer “What’s in it for me?”);
• Assure readers that their personal information will remain anonymous and won’t be sold or shared.

Vague, convoluted statements (“Helping ambitious creators design better futures”) don’t convert.

Concise, solution-focused calls to action that speak directly to outcomes (in your customers’ language) do.

Take Wordable , a platform that connects Google Docs with WordPress, HubSpot, and Medium, allowing high-volume content producers to publish to their blog in seconds.

Wordable doesn’t waste time telling readers how they’ll “Streamline and transform their content operations processes.” Instead, they jump straight to results:

• Publish in just one click;
• Export in seconds rather than hours;
• Cut back on VA or employee costs;
• Save as much as 100 hours per week in publishing time.

Then, Wordable delivers a persuasive offer, five free exports (notice the imperative “Get” kicking off the CTA copy), and eliminates any commitment objections by including the phrase “No credit card required.”

Prospects who read this CTA (and accompanying copy) aren’t left wondering what Wordable can do for them. They know exactly what problem it will solve and the results they can expect from hitting that CTA button.

Takeaways from Wordable’s CTA example:

• Speak your customers’ language (and avoid convoluted, vague, jargon-filled copy);
• Get straight to the results (What outcomes can your customer expect?);
• Back up “free” usage claims and solve commitment objectives by not requiring a credit card.

4. Jasper speaks directly to a common pain point 

Though actual figures are hard to come by, marketers estimate that the average consumer sees between 4,000 and 10,000 ads per day . 

Unsurprisingly, users see a large chunk of these ads ( 33% ) on social media platforms.

If you’re going to stand out from the other 3000+ ads your audience sees on these sites, you need to connect directly with their most critical challenges.

Take Jasper , an AI copywriting assistant.

Jasper’s Facebook ad speaks directly to a target audience pain point: content marketing is a time-consuming, labor-intensive process.

The video used in this digital ad is effective in and of itself (it shows the product in action, overlaid with a simple message “Write 10x faster”), but the copy below is what makes this a good CTA example:

“Create high-quality articles in seconds.”

First, Jasper begins with the action verb “create” before describing the desired outcome (high-quality articles) and the compelling benefit of their product (in seconds).

In just six words, Jasper communicates how its platform solves a common challenge for ecommerce site owners, social media managers, and digital marketing professionals. 

Takeaways from Jasper’s CTA example:

• Identify a pain point that resonates with potential customers;
• Communicate how you’ll solve that pain point (i.e., your value proposition);
• Describe this benefit concisely, putting the reader as the subject.

Often, the best call-to-action examples are those that are concise. This is an especially powerful technique when writing CTAs designed to promote downloadable content such as guides, ebooks, and checklists, as it can double as an intrigue-builder.

Take email marketing platform Emma , whose simple CTA “See How” is a compelling example of how much you can achieve with just two words.

Of course, this CTA is only effective in the context of what you’ve said before:

• Your email marketing campaigns can be better (probably);
• We’re going to give you a framework for improving them.

This is an intriguing proposition (readers are asking, “Can I get more from my existing email list?”).

The call to action “See How” builds on this intrigue, inviting readers to click through and answer the question themselves.

Takeaways from Emma’s CTA example:

• Introduce a common problem;
• Imply that you’ll help readers solve it;
• Keep your CTA copy short and sweet to leverage that curiosity.

Skilled CTA writers understand how readers will respond to an offer and what objections or roadblocks will appear to prevent conversion.

Then, they address these objections directly in their copy.

Take BetterHelp , an online therapy platform that uses social media advertising in its demand generation strategy .

The intention of the above ad isn’t to convert readers into paid subscribers. It’s simply to convince ad viewers to click through to BetterHelp’s website and learn more about their product.

But, BetterHelp knows that while this is a low-commitment ask, prospective customers will have many concerns:

• What will others think if they find out I’m using online therapy?
• I’m busy. I don’t think it will fit around my schedule.
• Isn’t therapy usually super expensive?

BetterHelp solves all three objections using just three words: 

• Discreet (Nobody will even know I’m using BetterHelp).
• Convenient (Therapy appointments are flexible).
• Affordable (BetterHelp is more cost-effective than traditional therapy solutions).

In this example, these three words supplement the actual call to action copy, “Online Therapy on Your Schedule,” reiterating that BetterHelp’s therapists are flexible about appointment times.

Takeaways from BetterHelp’s CTA example:

• Put yourself in the reader’s shoes: What concerns might they have that could prevent them from converting?
• Ask: What can we communicate that would quell these concerns?
• Test: What’s the best word (or phrase) to communicate that with as few words as possible?

7. ClickUp backs up its claim with a compelling guarantee 

Convincing calls to action often make impressive claims.

But today’s consumers aren’t easily convinced, so if you make bold claims, be prepared to back them up.

Take ClickUp , which guarantees new users will save one day every week.

That’s a big promise, but ClickUp backs it up by providing context to their claim (we analyzed over 4,000 teams) and supplementing the popup ad with several impressive logos (Samsung, Netflix, IBM.)

But the real winner here is ClickUp’s CTA copy.

“Get More Time” is all about the result. It’s not about what ClickUp wants (“Sign up today”). It’s about what the customer needs .

Takeaways from ClickUp’s CTA example:

• If you’re going to make a bold claim, be prepared to back it up;
• Use customer logos as social proof to back up such statements;
• Frame your CTA copy from the customer’s perspective, not yours.

These call-to-action examples are a solid starting point for designing high-performing CTAs that resonate with your own audience. What works for these brands may not work for yours, so it’s always better to hypothesize and test.

CTAs that convert at high rates come from strategic experimentation. This is the only way to determine whether the word “Get” performs better than “Sign up” or “Access” for a given call to action. And it’s one of the best ways to see real business growth . Check out our A/B testing tutorial today, and become a CTA testing pro.

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Josh Krissansen

Josh is a Content Specialist at Grizzle, a content marketing & SEO agency, and a freelance content writer for B2B clients in the SaaS space.

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Persuasive Essay

Definition of persuasive essay, why persuasion, difference between a persuasive essay and an argumentative essay, examples of persuasive essay in literature, example #1: our unhealthy obsession and sickness (by frank furedi).

“Governments today do two things that I object to in particular. First they encourage introspection, telling us that unless men examine their testicles, unless we keep a check on our cholesterol level, then we are not being responsible citizens. You are letting down yourself, your wife, your kids, everybody. We are encouraged continually to worry about our health. As a consequence, public health initiatives have become, as far as I can tell, a threat to public health. Secondly, governments promote the value of health seeking. We are meant always to be seeking health for this or that condition. The primary effect of this, I believe, is to make us all feel more ill.”

Example #2: We Are Training Our Kids to Kill (by Dave Grossman)

“Our society needs to be informed about these crimes, but when the images of the young killers are broadcast on television, they become role models. The average preschooler in America watches 27 hours of television a week. The average child gets more one-on-one communication from TV than from all her parents and teachers combined. The ultimate achievement for our children is to get their picture on TV. The solution is simple, and it comes straight out of the sociology literature: The media have every right and responsibility to tell the story , but they must be persuaded not to glorify the killers by presenting their images on TV.”

Example #3: The Real Skinny (by Belinda Luscombe)

“And what do we the people say? Do we rise up and say, ‘I categorically refuse to buy any article of clothing unless the person promoting it weighs more than she did when she wore knee socks?’ Or at least, ‘Where do I send the check for the chicken nuggets?’ Actually, not so much. Mostly, our responses range from ‘I wonder if that would look good on me?’ to ‘I don’t know who that skinny-ass cow is, but I hate her already.’

Function of a Persuasive Essay

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How To Write a Call to Action That Works [Tips + 6 Examples]

Ready for your marketing campaigns to actually drive results? We’ll show you how to motivate your audience with a killer call to action.

Table of Contents

You know how they say a closed mouth doesn’t get fed? If you want someone to do something, you gotta ask for it. Writing a killer call to action (CTA) is one strategy to get what you want.

Whether you’re trying to get people to buy your products, sign up for your emails, or join your cult, crafting the perfect call to action is essential for success.

But how do you write a call to action that stands out from the crowd and actually drives results? In this blog post, we’ll show you how to motivate with some powerful examples of moving calls to action and tips on writing them yourself.

Bonus: Download a free guide to social advertising and learn the 5 steps to building effective campaigns. No tricks or boring tips—just simple, easy-to-follow instructions that really work.

What is a call to action?

A call to action is a word or phrase that prompts action. It is a marketing term to describe urging your audience to act in a certain way.

A call to action can appear as a clickable button or simply as a piece of text. Call-to-action buttons and phrases can appear at any place in the user journey that you want to direct your audience.

Let’s say you’re trying to sell a pair of shoes on Instagram, and you’re crafting clear social media CTAs . You might have a call to action at the end of your social post caption that says, “Click the link in our bio.” The link in your bio could lead to a product page with information about the shoes on it. The call to action on this page would be an “Add to shopping cart” button.

CTAs aren’t just for social media. They can also appear in emails for an email marketing campaign, on paid ads, at the end of a blog post, and on landing pages.

CTAs are common in print marketing, too — think billboards or flyers that scream “Call Now!”

Examples of common CTAs

You’ll see plenty of CTAs around, but there are a few tried and tested phrases on repeat.

These common CTAs are uncomplicated phrases that tell your user exactly what to do and what they can expect once they follow through. There’s power in simplicity, which is why you’ll see these words used over and over again.

Some of the most common CTAs are:

• Try for free
• Add to cart
• Get started

Why is a good CTA important?

A well-crafted call to action serves as a bridge or a well-lit path. It guides your user where you want them to go. Which, if your business plan is in the right place, will be toward your goals.

A strong CTA will grab customers’ attention and incentivize them to take the decisive step necessary to achieve their goals. Effective CTAs give customers confidence in your business. They can communicate security, trustworthiness, and convenience, all of which can increase conversions or drive traffic where you want it to go.

Calls to action can also combat decision fatigue. When someone has too many options, they can become overwhelmed by choice. CTAs can help cut through decision confusion by giving your reader a direct command. Now, go read the best practices for creating effective CTAs.

Best practices for creating effective CTAs

Much like cutting your bangs, there’s a right way and a wrong way to go about creating CTAs. You’ll need to consider things like copywriting, design, visuals, and placement on a webpage.

It might seem like a lot, but we’ve got you covered with the handy best practice list below!

Make it concise and clear

The CTA should be concise and lay out a clear request for the customer, whether that be for them to join a mailing list or purchase a product or service. Don’t write your reader a paragraph with the CTA buried within it; you want them to be able to immediately know where they should go.

Source: Squarespac e

Make it visible

People don’t scour your web page. They don’t read every word, and they certainly don’t like searching for something. If your CTA isn’t immediately obvious, you will lose your viewer’s interest in seconds. Remember, a competitor is likely doing the same thing you are, and your customers are spoilt for choice.

Make your call-to-action buttons or phrases clearly visible on your page. You can tailor your imagery or site design to point to the CTA for added visibility. Take Fashion Nova, for example. Here, the banner model’s body points toward the Shop Now CTA.

Source: Fashion Nova

Use white space

A great way to make sure people can see your CTA is to surround it with white space.

Don’t be scared of white space on your website! It allows your viewers to breathe in between content and can highlight important information.

Surrounding your button CTA with white space makes it pop.

Source: West Elm

Use contrasting or bold colors

Stop signs are red for a reason. They pop out among cityscapes or the countryside because that bright, arresting red isn’t at risk of blending in. Do the same for your CTA button colors.

Keep in mind that you shouldn’t veer away from your brand colors. A secondary brand color can do the job well. (And if you want to know more about brand colors and a consistent style guide , we’ve got you covered.)

Source: McDonald’s

Have well-considered page placement

Where you place your call-to-action buttons matters a great deal. You want to consider the natural flow of your user’s journey. You’ll have some users who immediately want to get shopping or head to the next page, and you’ll have users who want to scroll through your landing page before moving on.

A call to action should be placed under your header and at the bottom of your page. You want to capture people immediately (if they’re willing) and give those who need a bit more time another opportunity to hit that CTA at the bottom.

Source: Squarespace

Write benefit-forward supporting text

Supporting text is the content that comes before or in between your CTAs. It can be blog content, email body copy, the text on your website, or any copy that supports your CTA.

This extra information is your opportunity to show your audience the benefit that befalls them when they click your CTA.

For example, maybe you’re trying to get an audience to sign up for your email newsletter. If you want to convince people to hand over their email addresses, you’ll have to tell them what that newsletter will do for them.

A copywriting newsletter might say something like, “We sift through thousands of copywriting samples and pull only the best for you to repurpose for your own use. Plus, we tell you exactly why they work, so you don’t have to spend time puzzling through strategy. Impress your clients, save time, and look like an expert. Sign up today.”

The supporting copy highlights benefits so the call to action feels extra compelling. The reader knows exactly what to expect when they sign up for the email newsletter and how it will benefit them.

Create thoughtful copywriting

Aside from benefit-forward supporting text, the rest of your copywriting needs to be on point. Everything, from your site headers to your social posts, needs to be in your brand voice and speak directly to your audience.

Don’t forget to pay attention to the language you’re using both in and around your calls to action. Powerful words strike a chord with your audience’s emotions. White-hot CTA copy is an explosive way to skyrocket your ROI. (See what I did there?)

That being said, don’t confuse your audience. While your surrounding text can be full of powerful language, your CTAs need to be clear so your audience knows where they are headed. “Take the Quiz” or “Shop Now” gives your audience everything they need to know about where the button leads.

Source: Qunol

Test, test, and test again

The only way to really know if you’re using the best version of your CTA is to test it. Running A/B tests on your calls to action will show you which strategy performs the best.

It’s a simple method: You change one element (like your copy, placement, or colors) and let it run for a set amount of time. Then, see how it compares to the previous version.

6 great call-to-action examples

Now that you know what to do, it’s time to check out what others are doing! Get inspiration for your next CTA from the examples below.

Oh, how we love a good mystery! Whether it’s a cheesy crime drama or a surprise gift from a company, there’s something about not knowing what you might get that is just so enticing.

Glossier’s “It’s a mystery!” CTA makes us itchy to click that button just to see what’s on the other side.

Source: Glossier

Article uses color to its advantage with the website’s call-to-action buttons. Their secondary brand color is a bright coral, which you can see is used for the “Add to cart” CTA button.

It’s clear, eye-catching, and concise, everything a great CTA button should be.

Source: Article

Coco & Eve

Coco & Eve’s email marketing campaign uses a discount code as a CTA. Who doesn’t love saving money? Incorporating your discount code into your CTA is a clever way to get people to click.

Source: Coco & Eve’s email campaign

While this strategy worked well in Coco & Eve’s email campaign, they ran into CTA limitations on other platforms, like Facebook. If you’re advertising on LinkedIn or Facebook, you’ll know that the apps force you to use a set of standard CTA copy on the buttons.

While this poses some limitations, you can still add supporting text that motivates your audience to click. Below, Coco & Eve included the discount code on the imagery instead, which is just one of many clever ways to go about Facebook advertising .

Source: Coco & Eve on Facebook

Twitter’s “Tweet” CTA uses its own brand-specific language. Before the rise of social media, if you had told someone to tweet something, you’d be met with a blank stare. (We’ve come since 2006, truly.)

To do this yourself, just create a globally-used platform that makes birdsong synonymous with snippets of thought. Easy.

Source: Twitter

Tushy uses social proof as supporting text in its Instagram story ad . The “100,000+ 5 Star reviews” statement below serves to motivate others to grab a Tushy. Social proof is one of those marketing tactics that just works. People look to other people to determine what’s hot and what’s not.

Social proof works a lot like the bandwagon effect , a kind of cognitive bias. The bandwagon effect is pretty much exactly like it sounds; when a majority of people like or endorse something, it’s often picked up by others. And, with 100,000 5-star reviews called out, Tushy is using the bandwagon effect to its full advantage below.

Source: Tushy on Instagram

NatGeo dangles a free trial in its Instagram ad, one of many effective call-to-action ideas you can shamelessly steal. Although, when so many people are doing it and finding success, is it really stealing?

Source: NatGeo on Instagram

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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Home ➔ What's an Essay? ➔ Persuasive Essay

What is a Persuasive Essay?

A persuasive essay is a type of writing that attempts to convince the reader or opponent that your argument or position is valid. The main aim of a persuasive essay is to convince readers to consider your point of view. Remember that you are trying to persuade someone who may not necessarily agree with you.

Persuasive essays are similar to argumentative essays in that they both use evidence and reasoning to argue a point; however, persuasive essays differ from argumentative essays in that they are more emotional and often make use of personal experiences and anecdotes to make their point.

Characteristics of Persuasive Essays

Let’s take a look at five main characteristics of persuasive essays in academic writing that you should know before getting started:

• Bias control: We all have our own biases, so it is essential to try and keep these in check when writing a persuasive essay. This also means acknowledging the existence of different perspectives. You should reveal your own opinion (bias) to the reader, but ensure that it doesn’t hinder your clean and sound argumentation development.
• Facts and opinions: In a good persuasive essay, it is important to use both facts and opinions to support your position. Facts provide the foundation for your argument, while opinions offer support. Just make sure that the opinions you use are based on credible sources.
• Reasoning and logic: Using logical reasoning is the best way to persuade someone. This means that your arguments must be based on sound evidence and presented in a clear and concise manner.
• Emotional appeal: Although it is important to use logic and reasoning, it is also effective to appeal to the reader’s emotions. This can be done by using language that evokes certain emotions or by telling a story that the reader can relate to.
• Opposing views: For effective persuasive essay writing, it is important to consider and acknowledge the opposing argument. This shows that you are open-minded and willing to engage in a discussion. It also allows you to refute the opposing view, which strengthens your own argument.

If you want to read about essays in general, you can read our guide: Essay Definition and Characteristics

Persuasive Essay Structure

The structure of a persuasive essay is important because it determines how you will present your argument. A good structure will also ensure that the reader follows your argument easily.

Here is a basic essay structure that you can follow:

Introduction: This first paragraph of a persuasive essay should be used to grab the audience’s attention and give them an overview of the issue. It should also state your position on the issue, usually included in the thesis statement at the end.

Body paragraphs: These are where you present your arguments and evidence to support them. Each paragraph should focus on one main argument.

Conclusion: A strong conclusion should sum up your main arguments and restate your position on the issue. It is also a good idea to leave the reader with something to think about or call them to action.

4 Steps to Planning Your Persuasive Essay

Before sitting down and writing your persuasive essay, it’s important to plan out what you will say. You need to have a clear thesis statement and evidence to support your position.

Here are four steps that you can follow:

1. Decide on your stance

The first step is to choose the position you will argue for, which will develop into your thesis statement. You need to make sure that you can defend your position with evidence and logical reasons.

Let’s say the general topic of your persuasive essay is gun control , and the position is “Gun control should be stricter.”

2. Analyze your reader

The second step is to think about who your reader is. What are their beliefs and values? What will they agree with, and what will they disagree with? It’s important to consider these things when planning your persuasive essay.

We will assume that our readers are against gun control. So, we need to consider what logical arguments and evidence they will find convincing.

3. Gather evidence

Once you know what position you’re going to take, you need to gather solid evidence to support it. This can be done through a solid research process or by using your own experiences.

For our persuasive essay, the three supporting arguments could be:

• Too many people die from gun violence
• There are too many mass shootings
• Stricter gun control would make it harder for criminals to get guns

Now, you can form your thesis statement, which = your position + arguments (see the example below).

4. Outline your entire essay

The fourth step is to outline your essay . This will help you organize your thoughts and make sure that you stay on track. A good outline will also ensure that the reader easily follows your argument.

If you have three main arguments, you will have three body paragraphs (one for each particular point). Make sure to make the most important argument (in your opinion) the last one to discuss.

Persuasive essay outline example

Taking into consideration the topic we chose, the position, and the arguments, our persuasive essay outline can look like this:

• B. Background information
• C. Thesis statement: Stricter gun control is necessary because too many people die from gun violence, there are too many mass shootings, and stricter gun control would make it harder for criminals to get guns.
• A. Argument: Too many people die from gun violence in the United States
• B. Evidence 1: In 2020, there have been over 43,000 gun violence deaths in the US
• C. Evidence 2: Over 100,000 people were injured by guns in 2020
• D. Counterargument: When compared to overall deaths, it’s not that many
• E. Rebuttal: But it’s still too many when compared to other developed countries
• F. Analysis: Gun violence is a major problem in the US, and stricter gun control is necessary to help reduce the number of deaths and injuries.
• A. Argument: There are too many mass shootings
• B. Evidence 1: There have been over 1,500 mass shootings since 2013
• C. Evidence 2: Mass shootings are on the rise
• D. Counterargument: This problem must be tackled from the mental health perspective, not gun control
• E. Rebuttal: Mental health is important, but it’s not the only factor that contributes to mass shootings
• F. Analysis: Mass shootings are a major problem in the US, and stricter gun control is necessary to help prevent them.
• A. Argument: Stricter gun control would make it harder for criminals to get guns
• B. Evidence1: In Australia, gun control was tightened after a mass shooting, and there hasn’t been a mass shooting since
• C. Evidence 2: In the UK, gun control is much stricter than in the US, and there are fewer gun-related crimes
• D. Counterargument: There will always be a way for criminals to get guns
• E. Rebuttal: But it would make it harder, and that’s a step in the right direction
• F. Analysis: Stricter gun control would make it harder for criminals to get guns, which would help reduce the number of gun-related crimes.
• A. Rephrase thesis statement
• B. Establish the significance by answering the “So what?” question
• C. Call to action

5 Steps to Writing Your Persuasive Essay

Once you have your outline ready, you can start writing. Here are five steps you would need to take to write a persuasive essay:

1. Finish the introduction

During the planning stage, you should already form your thesis statement. Now, you only need to write the other two elements of the introductory paragraph : hook and context.

A hook will engage your reader and make them want to read more. It can be a rhetorical question, a surprising fact, or a personal experience.

The context is the background information your reader needs to know to understand your argument. This can be a brief history of the topic, an overview of the current situation, or something else.

Hook example:

Did you know that gun violence in the United States kills more people than terrorism, car accidents, and HIV/AIDS combined?

Context example:

In 2020, there will be over 38,000 gun-related deaths in the United States. That’s more than 100 deaths every day. Gun violence is a major problem in the United States, and something needs to be done to reduce the number of deaths and injuries.

2. Write the body paragraphs

Now it’s time to start writing your body paragraphs . Remember that each paragraph should have one main idea that supports your thesis.

Start with your second strongest argument and end with the strongest one. People tend to remember the first and the last thing they read better than the middle, which will help your persuasive essay have a more significant impact.

Each body paragraph will consist of a topic sentence , supporting evidence and analysis, and the last sentence that concludes the paragraph.

First body paragraph example:

Let’s face it, far too many people die from gun violence in the United States. You might ask, what’s too many? In 2020, there were over 43,000 gun violence deaths in the US, according to the Gun Violence Archive. That’s over 100 people dying from guns every day. And it’s not just deaths. Over 100,000 people were injured by guns in 2020. Some may say that compared to overall deaths, it’s not that many. But when you compare it to other causes of death, it’s quite a lot. For example, in 2019, there were only 19,393 deaths from car accidents, as stated by the National Highway Traffic Safety Administration. That means that gun violence kills over twice as many people as car accidents. All this indicates that stricter gun control is necessary to help reduce the number of deaths and injuries.

3. Write the conclusion section

The conclusion is where you tie everything together. Start by restating your thesis in a different way than you did in the introduction. Then, summarize your main points and explain why your reader should care about your argument.

Conclusion example:

It is evident that stricter gun control is necessary to help reduce gun violence, mass shootings, and gun-related crimes. Too many people die from gun violence, and something must be done to reduce the number of deaths. Stricter gun control would make it harder for criminals to get guns, which would help reduce the number of gun-related crimes. It’s time for stricter gun control in the United States. You can make a difference by contacting your representatives and telling them that you support stricter gun control measures.

4. Edit and proofread your essay

Once you’re finished writing your persuasive essay, it’s important to edit and proofread it. This will help you catch any mistakes and ensure that your essay is clear and concise. Editing and proofreading can be a daunting task, but there are a few tips that can help:

• Read your essay out loud. This will help you catch any errors or awkward phrases.
• Ask someone else to read your essay. Another set of eyes can help you catch anything you missed.
• Use spell check and grammar check. These can be helpful, but they don’t catch everything, so it’s still important to read over your essay carefully.
• Take a break before you start editing. It’s easier to spot mistakes when you’re not as close to the material.

Key Takeaways

• A persuasive essay is used to convince a reader about a particular idea or focus, usually one that you believe in.
• Your persuasive essay could be based on anything about which you have an opinion.
• To write a strong persuasive essay, you need to have a clear thesis statement and at least three main points to back up your thesis.
• Your body paragraphs should each have one main point that supports your thesis.
• Start with your second strongest argument and end with the strongest one.
• Your conclusion should tie everything together and explain why your reader should care about your argument.
• Once you’re finished writing, edit and proofread your essay carefully.
• Nova Southeastern University – Persuasive Essay
• OpenOKState – Writing a Persuasive Essay
• Butte College – Writing a Persuasive Essay

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Argumentative Essay Structure: A Comprehensive Guide

Introduction.

Writing an argumentative essay can seem like a daunting task, but with the right structure and approach, it becomes much more manageable. An argumentative essay is all about presenting a well-reasoned argument supported by evidence, and it’s essential to structure your essay effectively to convey your message convincingly. If you’re struggling with how to organize your thoughts, you might want to consider taking my class for a more in-depth understanding and personalized guidance.

Understanding the Basics

What is an argumentative essay.

An argumentative essay is a type of writing that requires you to take a position on a topic and support that position with evidence and reasoning. The goal is to persuade your reader to see things from your perspective.

Key Components of an Argumentative Essay

• Introduction : Introduces the topic and presents the thesis statement.
• Body Paragraphs : Each paragraph presents a separate piece of evidence supporting the thesis.
• Counterarguments and Rebuttals : Addressing opposing viewpoints and refuting them.
• Conclusion : Summarizes the main points and restates the thesis in light of the evidence presented.

Differences Between Argumentative and Persuasive Essays

While both aim to persuade the reader, an argumentative essay relies more on logic and evidence, whereas a persuasive essay may appeal more to emotions and personal beliefs.

Choosing a Topic

Importance of a strong topic.

A compelling topic is crucial for an argumentative essay. It should be debatable, relevant, and interesting to you and your audience.

Tips for Selecting a Topic

• Choose something you are passionate about.
• Ensure there is enough evidence available to support your argument.
• Pick a topic that is relevant to current events or ongoing debates.

Examples of Argumentative Essay Topics

• Should the death penalty be abolished?
• Is climate change the greatest threat to humanity?
• Do social media platforms negatively impact mental health?

Crafting a Thesis Statement

Definition of a thesis statement.

A thesis statement is a concise summary of the main point or claim of the essay. It typically appears at the end of the introduction.

Importance of a Strong Thesis

A strong thesis statement provides direction for the essay and makes a clear and specific argument.

How to Write an Effective Thesis Statement

• Be clear and specific.
• Take a definitive stance.
• Make sure it is debatable and not a statement of fact.

Introduction Paragraph

Hooking the reader.

Start with a hook to grab the reader’s attention. This could be a startling fact, a quote, or a rhetorical question.

Providing Background Information

Give the reader some context about the topic. This helps them understand the significance of the issue being discussed.

Presenting the Thesis Statement

Clearly state your thesis at the end of the introduction. This sets up the main argument that will be developed in the body of the essay.

Body Paragraphs

Structure of a body paragraph.

Each body paragraph should start with a topic sentence that introduces the main idea of the paragraph. This is followed by evidence and analysis.

Developing Arguments

Each paragraph should present a single argument that supports the thesis. Use logical reasoning and credible evidence to make your case.

Using Evidence and Examples

Support your arguments with facts, statistics, examples, and quotes from experts. This adds credibility to your essay.

Counterarguments and Rebuttals

Importance of addressing counterarguments.

Acknowledging and refuting opposing viewpoints shows that you have considered different perspectives and strengthens your argument.

How to Present Counterarguments

Introduce the counterargument fairly and respectfully. This demonstrates your understanding of the issue.

Crafting Effective Rebuttals

Refute the counterargument with evidence and reasoning. Explain why your position is more valid or preferable.

Conclusion Paragraph

Summarizing the main points.

Briefly recap the main points made in the body of the essay. This reinforces your argument.

Restating the Thesis

Restate your thesis in light of the evidence presented. This shows how the evidence supports your overall argument.

Providing a Final Thought or Call to Action

End with a strong closing statement. This could be a call to action, a prediction, or a thought-provoking question.

Transitions Between Paragraphs

Importance of smooth transitions.

Smooth transitions help the essay flow logically and make it easier for the reader to follow your argument.

Techniques for Effective Transitions

• Use transitional phrases (e.g., “Furthermore,” “In addition,” “However”).
• Refer back to previous points to create a logical link.
• Introduce the next point at the end of the current paragraph.

Examples of Transitional Phrases

• “In contrast…”
• “Moreover…”
• “As a result…”

Using Evidence

Types of evidence.

• Facts : Verifiable information.
• Statistics : Numerical data.
• Expert Opinions : Statements from authorities in the field.
• Examples : Specific instances that illustrate a point.

Integrating Evidence into Your Essay

Introduce evidence with a signal phrase, explain its relevance, and analyze it to show how it supports your argument.

Citing Sources Properly

Proper citation gives credit to the original authors and adds credibility to your essay. Follow the required citation style (e.g., APA, MLA).

Maintaining a Formal Tone

Importance of tone in an argumentative essay.

A formal tone helps to convey your argument with authority and professionalism.

Tips for Maintaining a Formal Tone

• Avoid slang and colloquialisms.
• Use precise and clear language.
• Write in the third person (e.g., “The study shows…” instead of “I think…”).

Common Pitfalls to Avoid

• Overusing complex vocabulary.
• Being overly emotional or biased.
• Straying from the main argument.

Editing and Proofreading

Importance of revising your essay.

Editing and proofreading help to refine your arguments, correct errors, and improve clarity.

Tips for Effective Editing

• Take a break before revising.
• Read your essay out loud.
• Use editing tools and checklists.

Common Errors to Watch For

• Grammatical mistakes.
• Spelling errors.
• Logical inconsistencies.

Formatting Your Essay

Proper essay format.

Follow the required formatting guidelines for your essay (e.g., font type, size, margins).

Guidelines for Formatting

• Use a standard font (e.g., Times New Roman, 12 pt).
• Double-space your text.
• Include a header with your name and page number.

Tips for a Clean and Professional Look

• Use headings and subheadings.
• Ensure consistent spacing and indentation.
• Include a title page if required.

Common Mistakes to Avoid

Overview of common errors.

• Failing to address counterarguments.
• Using weak or irrelevant evidence.
• Ignoring the importance of editing.

How to Avoid These Mistakes

• Plan and outline your essay before writing.
• Use credible sources for evidence.
• Allocate time for revising and proofreading.

Examples of Corrected Mistakes

• Corrected: “Evidence shows that climate change poses significant threats to global ecosystems.”

Writing an effective argumentative essay requires careful planning, a clear structure, and strong evidence. By following the guidelines outlined in this article, you can craft a compelling essay that persuades your readers to see things from your perspective. Remember, practice makes perfect, so keep honing your skills and experimenting with different topics and arguments.

How long should an argumentative essay be?

The length of an argumentative essay can vary, but it typically ranges from 1,500 to 2,500 words, depending on the complexity of the topic and the depth of analysis required.

Can I use first-person pronouns in an argumentative essay?

While it’s generally recommended to use third-person pronouns to maintain a formal tone, first-person pronouns can be used sparingly if they enhance the argument and clarity.

How many sources should I use?

The number of sources depends on the assignment requirements, but a well-researched argumentative essay typically includes at least 5-10 credible sources.

What is the difference between a fact and an opinion?

A fact is a statement that can be verified with evidence, while an opinion is a personal belief or judgment that may not be based on evidence.

How can I make my essay more persuasive?

To make your essay more persuasive, use strong evidence, address counterarguments, maintain a formal tone, and use clear and logical reasoning.

Home — Essay Samples — History — Declaration of Independence — Patrick Henry’s Speech: Liberty or Death

Patrick Henry's Speech: Liberty Or Death

• Categories: Declaration of Independence

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Published: Aug 1, 2024

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