How to create a CTA that converts

The “Crispy” CTA That Changed Everything

Meet Adam.

He’s a best-selling author of Corporate Escapology, host of a podcast by the same name, and a career transition coach who helps executives regain control of their careers.

His 1:1 and group coaching programs are packed with wisdom, but when we first started working together, Adam wasn’t selling them.

Adam was posting regularly on LinkedIn to build authority and credibility. He’d grown a good size audience but his brand-building efforts weren’t translating into sales.

The simple change that started earning Adam money

We did one simple thing which started to bring in leads: we fixed the Call-to-Action (CTA) in Adam’s LinkedIn posts.

Let’s look at an example of the kind of CTA Adam was using before:

Interested in learning more about this transformative coaching experience? Feel free to DM me for additional details or find the link in my profile.

Having a weak CTA is better than no CTA at all, but let’s face it—CTAs like Adam’s don’t work.

Why This CTA Didn’t Work

Imagine you’re one of Adam’s ideal clients.

You’re unfulfilled at work, stuck in a rut with no idea what’s next. You log on to work each morning scanning LinkedIn, looking for answers.

Desperate for guidance, you come across Adam’s post. He totally gets you. It feels like he’s inside your head - he knows exactly what you’re going through. He seems like someone who can help. Then, he asks you to DM him (or maybe visit his profile).

But where do you start? Do you explain your whole backstory? Do you just say “Hi” and hope for the best?

Whoops. By now it’s 9 a.m., your first Zoom meeting is starting, so you close LinkedIn. The moment’s gone.

This is the reality for so many of our clients. They’re busy, stressed, and overwhelmed.

Adam used this type of open-ended CTA dozens of times. With zero response.

The Power of a “Crispy” CTA

Now compare that to the “crispy” CTA Adam uses in all his sales-focused posts:

“Send me a DM with ‘Escape’ and I’ll send you more info on my program.”

Simple. Clear. Actionable.

Now, Adam’s audience knows exactly what to do. There’s no choice to make, or thinking required.

The turnaround since Adam started using this method is incredible.

He got his first ever inbound message enquiring about his services only a few posts into this new tactic and never looked back.

Why a Crispy CTA Works

Social media is a noisy, fast-paced environment. Your job is to remove the mental load for your audience.

A “Crispy” CTA tells them exactly what to do and how to do it. Whether you’re a coach, consultant, or digital service provider, your clients are time-poor and might feel hesitant to ask for help. Bridge that gap. Take their hand and show them the first step.

The results might just surprise you.

Want my help 1:1 to grow your business?

I have 2 spots available for my 90 Day Solopreneur Revenue Accelerator, helping experts like Adam (and you) earn more money.

Reply to this email with ‘info’ and I’ll share a short Loom video taking you through the program.

If you’re quick, we can get started before I go on 2 weeks Dad leave in February.