The Direct and Transitional Calls to Action
Ask customers to marry you, and when they say no, ask for another date
This framework addresses one of the most common and costly mistakes in marketing: failing to clearly and repeatedly ask customers to take action. Miller argues that most businesses think they are overselling when, in reality, their calls to action are softer than a whisper. Bodies at rest stay at rest, and customers will not act unless challenged by an outside force, just like characters in stories.
There are two types of calls to action. The direct call to action (Buy Now, Schedule an Appointment, Call Today) leads to a sale or is the first step toward one. It should be the most prominent button on your website, repeated multiple times as customers scroll. The transitional call to action (Download a PDF, Watch a Webinar, Free Trial) deepens the relationship for customers who are not yet ready to commit. It is like asking for another date when the proposal is turned down.
The relationship metaphor is central: the direct CTA is 'Will you marry me?' and the transitional CTA is 'Will you go out with me again?' The dialogue cycles until the customer is ready to commit. Both types must be present in all marketing collateral. A transitional call to action accomplishes three things: it stakes a claim to your territory, creates reciprocity, and positions you as the guide.
- Customers do not take action unless they are challenged to take action.
- When we try to sell passively, we communicate a lack of belief in our product.
- A direct call to action is a marriage proposal; a transitional call to action is asking for another date.
- There should be one obvious, repeated direct CTA button on your website, differentiated by color and size.
- Transitional calls to action stake your territory, create reciprocity, and position you as the guide.
- Define Your Direct Call to ActionChoose one clear, direct action you want customers to take: Buy Now, Schedule an Appointment, Call Today, Register Now. This is your primary ask.Pro tipPlace this button in the top right of your website and in the center of the page above the fold. Repeat it as customers scroll. Make it a brighter, bolder color than any other button.WarningDo not clutter the direct CTA with a bunch of other buttons. The customer's eye moves in a Z pattern; your logo is top left, your CTA is top right, and a centered offer with another CTA is in the middle.
- Create a Transitional Call to ActionDevelop a free resource that provides enormous value and establishes your authority: a PDF guide, video series, webinar, free trial, or sample. This is your 'date' offer for customers who are not ready to 'marry' you.Pro tipGive your transitional CTA an irresistible title: '5 Mistakes People Make with Their First Million Dollars' or 'The 5-Minute Marketing Makeover.' The title does much of the selling.WarningFeature it in a less prominent button next to the direct CTA, not as a replacement. Both must be present.
- Repeat Both CTAs RelentlesslyInclude your direct CTA at the end of every email, on signage, in radio ads, in team members' email signatures, and on business cards. Include your transitional CTA on your website, in blog posts, and on social media.Pro tipThink of your CTA like a hit song. James Taylor sings 'Fire and Rain' every night because that is what serves the audience. Repeat your message until even your customers have it memorized.WarningOf thousands of clients, StoryBrand has never encountered one that was actually overselling. Most dramatically undersell.
- Collect Email Addresses Through Transitional CTAsUse your transitional call to action as a lead generator to build your email list. Offer the free resource in exchange for an email address. This creates a direct, ongoing communication channel with potential customers.Pro tipCreate a pop-up on your website that appears after about ten seconds, offering the free resource. Despite complaints about pop-ups, they readily outperform nearly every other form of internet advertising.WarningNobody wants to sign up for a newsletter. 'Stay in the loop' promises nothing. Always offer something of specific value in exchange for the email.
StoryBrand created a free PDF called '5 Things Your Website Should Include' as a transitional call to action. Thousands of people downloaded it. At the back of the PDF was an ad for the StoryBrand Marketing Workshop.
Miller needed a presentation design house and visited two websites. The first was beautifully designed but had no clear call to action. The second was less beautiful but offered a transitional CTA ('5 Things Great Presenters Get Right'), spoke to his internal fear about the presentation, and had a 'Schedule an Appointment' button.
Miller realized the power of calls to action when he heard about a friend who had bought and sold nearly one hundred companies. The friend's key evaluation criterion was whether the company was actively challenging customers to place orders. He made millions simply buying companies, strengthening their calls to action, and reselling them after revenue increased.
Miller's own company, StoryBrand, grew into a multimillion-dollar company in only its second year based solely on a transitional call to action: a free PDF called '5 Things Your Website Should Include.' Thousands downloaded it, and at the back was an ad for the StoryBrand Marketing Workshop. Revenue doubled the next year without spending a dollar on marketing.