Sourced from Forbes

Email marketing is one of the most powerful tools for engaging customers, but inspiring your subscribers to take the next step can be a challenge. A strong, well-placed call to action (CTA) is the key to turning opens into clicks, sign-ups or sales.

From compelling language to thoughtful design, small changes can make a big impact. To help marketers improve their email performance, 20 Forbes Communications Council members share their most effective strategies for writing CTAs that actually drive results, and why those approaches work.

1. Tap Into Emotions

One tactic I use is tying the CTA to a clear benefit or emotion like “Get your confidence back” instead of “Shop now.” It works because it shifts the focus from what we want them to do to what they get out of it. When a CTA taps into a desire, pain point or outcome, it feels less like a command and more like an opportunity. – Aditi Sinha, Point of View Label

2. Provide Value

The three most important things in email marketing are value, value and value. You must provide value to the recipients. You can only get them to respond to your calls to action if they feel it’s in their interest. Ask what the audience wants, then provide it. Your response rates will soar. – Dave Platter, Juwai IQI

3. Be Clear And Easy

The greatest calls to action have two crucial qualities: they are clear and easy to perform and crystalize the “What’s in it for me” question. For example, “Get instant access” to a video or eBook satisfies these conditions. “Start your free trial” also accomplishes this. “Continue” or “Submit” do not. – Udi Ledergor, Gong

4. Time Things Effectively

Email marketing is effective when it is timed effectively. Less spam, more value. Consider producing informative, concise videos to provide optionality for content consumption while showcasing your personality. When you spark attention, you’ll get action. – Rachel Kule, Pursuit PR

5. Get Creative With Email Shapes

Some “new-age” marketers like to claim that, in terms of marketing effectiveness, email is dead. However, the data consistently shows that this couldn’t be further from the truth! One tip for increasing the performance of your CTAs is to get creative when it comes to their shape and style. In other words, don’t be afraid to try other shapes than just your standard rectangle or pill-shaped CTA. – Alexi Lambert Leimbach, Xcellimark

6. Use Soft Language

If you’re struggling to increase click-through rates, try differentiating between hard call to actions—like “Buy Now”—and soft call to actions—like “Learn More.” Increasing CTRs is often as easy as switching a hard CTA to something softer. If prospects are not ready to buy, it’s easier for them to say no to hard asks like “Buy Now.” Focus on guiding prospects into funnels with soft language. – Evan Reiss, Foxit

7. Lead With User Value

Treat your call to action as a value exchange, not a command. Most marketers focus on what they want the user to do—click, buy and sign up. Effective CTAs flip that lens: they show what the user gets in return. Instead of “Book a demo,” say “See how you can save 30% in 10 minutes.” When the CTA leads with user value, it shifts from a task to a temptation—and that’s when action happens. – Deboshree Sarkar, Titan.ium Platform

8. Be Clear And Singular

Keep your CTA clear, benefit-driven and singular. Customers act when they see immediate value. Clarity beats cleverness—make the next step obvious and rewarding. – Kal Gajraj, Ph.D., CAN Community Health

9. Make CTAs More Human

Make the CTA more human. Focus less on the click and more on what someone can gain by following through. Your CTA should reflect real value like saving time, solving a problem or making their life easier, so it feels less like a push and more like an invitation. That small but major shift builds connection, and that’s what drives action. – Kristin Russel, symplr

10. Align CTAs With Moments Of Intent

Align the CTA with a moment of intent, placing it right after a compelling insight, stat or benefit. This creates a natural bridge between interest and action. Strategically timed CTAs feel less like a push and more like a next step, increasing both engagement and conversions by capitalizing on the customer’s peak attention. – Khalid Al Awar, Dubai Sports Council

11. Meet The Audience Where They Are

One effective way marketers can generate compelling calls to action in their emails is by meeting their audience where they are and tying the CTA directly to one of their pain points or goals. By ensuring the CTA clearly reflects what matters most to the audience, it creates relevance and urgency, making them far more likely to engage. – John Schneider, Betterworks

12. Maximize The Subject Line

Name or hint at the CTA in the subject line. It won’t matter how good the CTA inside the email is if no one opens it in the first place. If you want someone to take action, let them know right up top with something that will display the benefit they will receive right in the inbox itself. – Ellen Sluder

13. Personalize Based On User Behaviour

Personalize CTAs based on user behaviour. It works because it aligns with real interests, driving more natural and effective engagement through data-driven relevance. – Jorge Lukowski, NEORIS

14. Tie Copy To Desired Audience Behaviour

One effective way to drive action is to tie the CTA copy and link to the assumed audience behaviour. If someone is early in the buyer’s journey, you would assume low intent to purchase and focus on CTAs that are low friction, self-serve things like watching a demo. Further in the funnel, as purchase intent increases, you would match the CTA accordingly with human touchpoints to improve conversion efficiency. – Rinita Datta, Cisco Systems, Inc.

15. Write For Action

The best CTAs start before the link or button. If you want someone to click, you have to earn it. Use the body of your email to build context, spark interest and guide the reader toward a decision. When the setup is right, the call to action feels like something they want to do, not something they are being pushed into. That is how you write for action, not attention. – Cord Himelstein, HALO

16. Pair Statements With Urgency

One effective way to generate strong calls to action in email marketing is to pair a clear, benefit-driven statement with urgency, like “Get 20% off today only.” This works because it tells the reader exactly what they gain and compels immediate action, cutting through inbox clutter with relevance and time sensitivity. – Maria Alonso, Fortune 206

17. Utilize Low-Friction CTAs

Email marketing is an important tool in B2B lifecycle marketing, but its greatest value is in educating and nurturing customers rather than converting them. The most effective CTAs reflect this. Rather than the ubiquitous “Request a demo,” try a next best action like “Read the article” or “Watch the video,” stating that no form fill is required. Low-friction CTAs encourage more engagement. – Rekha Thomas, Path Forward Marketing

18. Use Social Proof

One effective way to generate action in email marketing is by using social proof in the CTA, such as “Join Over 1,000 Happy Customers.” This works well because it taps into the power of influence, and recipients are more likely to take action when they see others have already benefited from the product or service, building trust and encouraging immediate engagement. – Lauren Parr, RepuGen

19. Use Behavioural Cues

Use behavioural cues in your CTA, like “People who saw this also loved…” or “Your personalized plan is ready.” This approach works because it mimics tailored recommendations and taps into the curiosity and relevance of the user. When a CTA feels personal and timely, it drives clicks by making the next step feel custom-built for the reader. – Katie Jewett, UPRAISE Marketing + Public Relations

20. Anchor CTAs With A Clear, Immediate Benefit

Anchor your CTA in a clear, immediate benefit—solve one problem, fast. Instead of generic prompts like “Learn more,” use action-driven phrases like “Get your free audit” or “Fix checkout issues now.” This specificity creates urgency and relevance, cutting through inbox noise and increasing click-through rates by showing exactly what’s in it for the reader. – Antony Robinson, Novalnet AG

Feature image credit: Kaboompics.com

Sourced from Forbes

By Shira Ovide

There’s a belief that we’re ditching web search for chatbots to find news, information and products. The truth is more complicated.

There are regular headlines suggesting chatbots like ChatGPT may be taking over for Googling. Maybe you’ve also started using artificial intelligence instead of Google to hunt for hiking boots, news about flooding in Texas or Roblox game tips.

Feature image credit: Illustration by Elena Lacey/The Washington Post; iStock

By Shira Ovide

Shira Ovide writes The Washington Post’s The Tech Friend, a newsletter about making your technology into a force for good. She has been a technology journalist for more than a decade and wrote a tech newsletter at the New York Times.

Sourced from The Washington Post

By Gabriel Shaoolian

Despite the effort companies put into driving traffic to landing pages, only 6.6% of visitors convert on average. That means over 93% of potential customers leave without taking action.

The issue isn’t always your product or pricing, but often how the entire experience is presented. Persuasion begins the moment a visitor lands on your site. From subtle design choices to how offers are framed, psychology plays a crucial role in guiding user behaviour.

Drawing from my own experience creating websites for global brands, here’s how to apply psychological principles to turn more traffic into purchases.

Cognitive Ease: Make It Effortless To Decide

When users land on your site, they subconsciously ask, “Is this easy to navigate?” Cognitive science research demonstrates that the human mind prefers simplicity. The simpler and more intuitive your website’s experience, the more likely users are to stay, engage and convert.

Research shows that most first impressions of a website are design-related, and users form opinions in just 0.05 seconds. If your website feels cluttered or confusing, most won’t even see your offer.

Simplifying your site can make all the difference. Clear headlines, intuitive navigation and a focused visual hierarchy are key. Each page should guide users toward a single action, whether that’s making a purchase, signing up for a newsletter or reaching out for more information.

Social Proof: Show That Others Trust You

While many businesses pour money into attracting visitors to their websites, it’s surprising to see that around 70.19% of online shoppers leave their carts without completing their purchases. This high abandonment rate really drives home how crucial it is to grasp the psychological factors, like uncertainty, that play into our buying choices.

As humans, we often look to others for guidance, especially when we’re unsure. That’s why reviews, testimonials and certifications matter—they help build trust. Use real names, photos or video testimonials to increase authenticity. Recognizable client logos or third-party certifications work too. You can strategically place these elements near conversion points, such as below product descriptions or near a form, to maximize impact.

Visual Salience: Design With The Eye In Mind

Most people don’t read every word on a webpage; they scan and focus on visuals and bold elements. So, when designing your site, use contrast and spacing to make your calls to action stand out. Break up large blocks of text into manageable sections, and pair captivating visuals with messaging that aligns with user intent.

Urgency And Scarcity: Tap Into The Fear Of Missing Out

Scarcity can be a powerful motivator. When people believe that a product is in short supply or time is running out, they’re more likely to act.

Phrases like “Only 3 left in stock!” or “Sale ends in 4 hours!” can prompt faster action by tapping into the fear of missing out (FOMO). Creating a real sense of urgency with limited availability for consultations or special early-bird discounts can really motivate potential clients to take action.

But this only works if it’s genuine. Consumers are perceptive, and if scarcity messaging feels manipulative or dishonest, it can quickly damage their trust in your brand.

The Framing Effect: Guide Perception Through Context

How you frame an offer plays a significant role in how people perceive it. Highlighting the benefits and gains often works better than emphasizing what they might miss out on.

A study published in Scientific Reports in 2024 shows that people generally prefer to make decisions framed around gains and are even willing to accept costs to achieve them. However, individual motivation plays a significant role. Those who are more risk-averse tend to respond to gain framing, while risk-takers might respond better to messages that highlight potential losses.

When people engage with content, they are not just passively reacting. They are actively looking for messages and contexts that align with their own motivations and desires. For example, when your audience consists of performance-driven people, like entrepreneurs or top athletes, they might be more inspired by messages that focus on potential gains, such as “Achieve your next milestone” or “Unlock your full potential.”

The key to effective messaging is really about understanding your audience’s mindset and creating an experience that resonates with the way they naturally make decisions.

Commitment And Consistency: Start Small To Win Big

People like to be consistent with their past behaviour. This is why micro-conversions, such as signing up for a newsletter or downloading a guide, often can lead to a user saying “yes” again to something bigger, like a purchase or demonstration request.

Once someone takes a first step toward something, they’re more likely to take the next. This is especially true in B2B and high-ticket transactions where trust takes time.

Ensure your website supports this journey. Don’t ask for too much up front. Instead, offer something of value in exchange for contact information and follow up with relevant messaging.

Design With Human Behaviour In Mind

Building a persuasive website starts with empathy. Understanding how users think, decide and behave allows you to reduce friction, build trust and guide them toward action.

The great news? You probably don’t need a full redesign. Sometimes, all it takes is a clearer call to action, a strategically placed testimonial or a better-framed offer to drive big results.

Ultimately, the most successful websites are those that feel natural, trustworthy and easy to use because they’re designed not just for clicks, but for people.

Feature image credit: Getty

By Gabriel Shaoolian

Sourced from Forbes

By Sera Bozza MA

With this dating profile setup strategy, you may never need to launch one.

My clients love to obsess over the perfect profile pic, the cheekiest bio prompt, and whether their height should include the extra two centimetres they gain with sneakers on.

But the problem isn’t your profile. It’s what your life isn’t giving you to work with.

It’s a reality check that may hurt for a second but help for a lifetime. Because building a dating profile isn’t just a marketing exercise; it’s a mirror. And if you do it properly, it becomes one of the clearest, fastest ways to spot what’s missing, misaligned, or quietly holding you back in your dating life. Even if you never launch it.

Most people think they need better pictures or prompts. What they actually need is a better sense of self.

Daters want to know, “How do I fix my profile?”

But the better question is, “What am I expecting my profile to compensate for?” Because when you sit down to build a dating profile, you’re not just picking cute photos and witty punchlines. You’re asking three bigger questions:

1. Who am I?

2. How do I show that?

3. What kind of life do I want to share with someone?

Most people answer with generic filler like “coffee,” “travel,” and “fitness,” then scroll back to 2019 to find one photo they don’t hate.

That’s not strategy. That’s smoke and mirrors. And you’re not curating a connection, you’re covering for the gaps. The real question isn’t what to write; it’s why your life isn’t giving you better material to work with.

And if that’s the case, it’s not your profile that’s out of sync. It’s the gap between how you’re showing up and how you want to be seen.

Let’s close it.

Step One: Build Your Brand Themes

Start by choosing three or four personal themes. Think of them as identity shortcuts that show:

• Who you are
• How you spend your time
• What makes you interesting

They don’t need to be deep, but they need to be real. Example: “Seinfeld-obsessed, podcast binging, coffee snob, always training for my next marathon.” Is that your entire personality? Hopefully not. But it gives someone a way in.

Your themes aren’t just content ideas. They’re a filter. If your life can’t back them up, your profile shouldn’t lead with them.

Step Two: Let Your Calendar Call You Out

Here’s the step most people skip although it’s the part that changes everything.

Open your calendar. Look at the past two weeks, and the next two. Now…

• Grey out the non-negotiables (work, family, life admin).
• Highlight the green: your actual free time.

Now ask: How much of that green time reflects your brand themes?

• “Fitness freak,” but haven’t trained in a month?
• “Nature lover,” but haven’t left your postcode?
• “Social butterfly,” but spent every weekend doom-scrolling?

If your calendar doesn’t match the life your profile is promoting, that gap is your work. The disconnect is costing you, not just in dating, but in how you feel about your own life.

This is where behavioural psychology meets dating reality. Your weekly actions teach your brain who you are. If your calendar doesn’t line up with your values, you create internal tension. And that tension kills confidence.

It’s called cognitive dissonance, and it doesn’t just feel bad. It leaks out. People pick up on it. If your calendar doesn’t back up your profile, your dating pool won’t either.

So, no, you don’t need a better bio. You need to get yourself to the class, the gig, the game, the gallery, or whatever reflects the life you say you love. If you’re not doing it while you’re single, when exactly are you planning to?

Step Three: Create a Profile That Reflects, Not Compensates

Once your lifestyle is aligned, your profile doesn’t have to work so hard. And it won’t call you out on the first date for faking a fantasy life.

You’re not trying to sell yourself. You’re simply highlighting what already exists and making it easier for the right person to find their way in. Your photos become proof, not performance. Your prompts sound like you, and your energy feels grounded, not grasping.

This is identity-based motivation. When your external actions match your internal values, you stop relying on willpower and start moving with clarity. That’s what makes dating easier: not luck, but alignment.

The apps don’t reward perfection. They reward clarity. And clarity comes from living a life that doesn’t require over-explaining.

Final Takeaway

You’re not setting up a profile to get more matches. You’re setting it up to see whether your current life is actually worth matching with. To find the blind spots, check whether your habits reflect your hopes and ensure that when someone amazing does come along, you’re already living the kind of life they’d want to be part of.

Because the most attractive thing you can offer isn’t a perfect prompt but a life that feels good to be in. When that’s in place, this profile strategy finally starts working for you, whether you’re actively swiping or not.

By Sera Bozza MA

Sera Bozza, MA, is an evidence-based dating coach, dating columnist and “dating expert” (Tinder’s words). Online: serabozza.com, X, LinkedIn, Instagram

Sourced from Psychology Today

By Brian Honigman

It’s not just for consumer-facing brands.

Feature image credit: MochRibut/Adobe Stock; Mike C. Valdivia/Unsplash

By Brian Honigman

Brian Honigman is a marketing consultant and LinkedIn Learning Instructor helping brands, leaders, and freelancers excel in marketing and career advancement with his strategy consulting services, skills training for marketing teams, and career coaching for marketers. More

Sourced from FastCompany

By Jenny Anderson

The desire to read more books is a noble, and widespread, aspiration. But who has the time?

By Jodie Cook

LinkedIn crossed 1 billion users this year and professionals of all types are flooding in. Coaches especially.

The platform shed its corporate stuffiness and became the place where serious business happens. While Instagram influencers fight for attention with elaborate reels, LinkedIn delivers something different. Professional conversations that turn into clients. Play the game and get some of those for yourself.

Coaches who understand LinkedIn are building six-figure businesses without cold calling or misaligned networking events. They post thoughtful content on Tuesday morning and book discovery calls by Thursday. They send connection requests that get accepted and start conversations that convert. The platform rewards depth over volume, expertise over entertainment.

If you’re ready to build your coaching business, here’s how to do it on LinkedIn.

How coaches can use LinkedIn to grow their business

Define your coaching client ICP on LinkedIn

You know your ideal client’s fears, desires and beliefs. You’ve mapped their emotional triggers and understand what keeps them awake at night. But LinkedIn requires translation. The platform organizes people by job titles, company sizes and industries. Your deep understanding needs practical application.

Start with their LinkedIn headline. A burned-out marketing director describes herself as “VP Marketing at TechCorp” not “seeking work-life balance.” Map your ICP’s inner world to their professional identity. If you coach founders through scaling challenges, search for “Founder,” “CEO,” and “Co-founder” at companies with 10-50 employees. If you help lawyers find fulfilment beyond billable hours, target “Partner” or “Senior associate” at mid-size firms.

Location matters when you offer in-person sessions. Industry matters when you specialize. Get specific about the wording that identifies your people. Know exactly who you serve by how they describe themselves on LinkedIn.

LinkedIn profile optimization for coaches

Your profile works 24/7 as your strongest asset. Most coaches waste this opportunity with generic descriptions and corporate speak. When someone lands on your profile after reading your insightful comment, they decide in seconds whether to connect or click away. Make those seconds count. Supercharge your LinkedIn profile with specificity and personality.

Your headline does the heavy lifting. Skip “Executive Coach | Leadership expert | Speaker” because everyone uses that formula. Write something that makes your ideal client think “This person gets me.” Try “I help corporate mums get more sleep” or “Turning overwhelmed lawyers into fulfilled leaders.” Your about section should tell your story in a way that mirrors your client’s journey. Share why you became a coach, the moment you realized traditional success wasn’t enough, and the transformation you help others create.

Use short paragraphs, specific examples, and end with a clear next step. Your featured section should showcase your best work: client testimonials, your most popular posts, a case study that demonstrates results. Every element of your LinkedIn profile builds trust and positions you as the obvious choice.

LinkedIn content strategy for coaches

Forget posting daily motivational quotes or resharing Gary Vee videos. Your LinkedIn content strategy starts with solving real problems for real people. Share the conversation you had with a client yesterday (keeping it anonymous). Break down the framework you use to help founders delegate effectively. Tell the story of your own leadership failure and what it taught you. LinkedIn works for coaches when they focus on value, not volume.

The LinkedIn algorithm rewards dwell time: how long people spend reading your post. So give them a reason to stay. Open with a hook that speaks to their current struggle. “You just hired your 10th employee and suddenly nothing works the way it used to.” Develop your point with specific examples and actionable steps. Close with a question that sparks meaningful discussion. Post when your ideal clients check LinkedIn, typically Tuesday through Thursday, early morning or lunch hours.

Consistency beats frequency. Three thoughtful posts per week outperform daily fluff. Engage genuinely on other people’s content. LinkedIn tracks meaningful interactions and rewards creators who contribute to conversations rather than just broadcasting. Your commenting strategy matters as much as your posts.

Master the art of LinkedIn messaging

Direct messages separate LinkedIn from other platforms. You can reach decision-makers directly without gatekeepers or cold call scripts. But most coaches blow this opportunity with terrible outreach. They send generic connection requests and immediate sales pitches. They treat LinkedIn like a numbers game instead of a relationship platform. Don’t sabotage your credibility by making mistakes.

Send connection requests with personalized notes that reference specific content or mutual connections. “Your post about founder burnout resonated deeply. I work with tech founders having similar challenges.” Once connected, start conversations. Comment thoughtfully on their updates. When someone engages with your content consistently, reach out with genuine interest.

Make your DM strategy and stick to it. Let conversations develop naturally, just keep them going and keep them high energy. The right people will ask about working with you when they’re ready. Respond promptly to serious inquiries while filtering out spam. Build your network strategically, focusing on quality connections.

LinkedIn for coaches: your transformation starts today

LinkedIn offers coaches something rare. Access to decision-makers who invest in their growth, a platform that rewards expertise over entertainment, and tools to build meaningful professional relationships at scale. Define your ICP in LinkedIn’s terms, optimize your profile to attract ideal clients, create content that positions you as the obvious expert, and master messaging that leads to conversations and clients. If anyone can make LinkedIn work, it’s a top coach like you.

Feature image credit: Getty

By Jodie Cook

Find Jodie Cook on LinkedIn. Visit Jodie’s website.

Sourced from Forbes

By Nick Brown

We’ve hit a pivotal moment in digital marketing. I’ve spent years watching search evolve, and we’ve gone from keyword stuffing to sophisticated link building to today’s AI-driven content discovery. And if there’s one thing I’ve come to believe, it’s this: Digital visibility is no longer built just on links; it’s built on mentions

In 2025, the brands winning in search, and more importantly, in AI-generated answers, aren’t just the ones with the most backlinks. They’re the ones being mentioned in the right places, in the right context and by the right voices.

Is Link Building Irrelevant Now?

Let’s address the elephant in the digital room: Is link building dead?

Not entirely. But it’s no longer the dominant force it once was. For over a decade, backlinks were the gold standard of SEO. At my company, we spent years helping clients build authority this way. But that model was designed for search engines that prioritized PageRank and domain authority. These still exist, but they’re no longer alone in shaping the digital journey.

Today’s search experience increasingly happens inside generative AI tools such as ChatGPT, Gemini, Perplexity and a dozen others. These tools don’t focus so much on links but rather on entities, topics and semantic relevance. When a user asks an AI model, “What’s the best CRM for a small business?” or “Which SaaS companies lead in sustainability?” the answer doesn’t come from counting links. It comes from a network of trusted mentions, repeated patterns and contextual credibility.

That means AI doesn’t recommend you based on who links to you. It recommends you based on who’s talking about you and how.

Mentions Are The New Links

This isn’t a theory, but something we’ve proven time and again with our clients. In my line of business, I’ve seen companies outrank entrenched competitors in AI-generated responses without having more links; they’ve simply earned more strategically placed mentions. These weren’t forced or transactional. They were natural, well-timed and thematically aligned with the brand’s core offerings.

So, mentions are the fingerprints of trust. AI models are trained on massive swaths of content, and when your brand consistently appears in expert roundups, podcast transcripts, Reddit threads, Quora answers, niche blogs and even comment sections, this is what builds modern authority.

Don’t forget that these mentions don’t need to be hyperlinked. AI models interpret language the way people do, so they recognize brand names, products and thought leaders in plain text. The context, tone and co-occurring language all inform how relevant you are to the user’s intent.

Feature image credit: Getty

By Nick Brown

Sourced from Forbes

By JOHN HALL

The best sales teams understand that the work starts long before outreach.

If you’ve been in sales for longer than five minutes, you know the old rules don’t hold up anymore. Cold outreach is colder than ever. Buyers are savvier. And the “show up and throw up” pitch approach is just a fast track to a closed tab.

Today, the best sales teams are shifting their energy— and fast. The secret isn’t just about more calls or better scripts but about smarter prep. Let’s unpack why sales prep is becoming the ultimate competitive edge and what that actually looks like behind the scenes.

Success starts long before the pitch

In the past, a rep might’ve spent the majority of their time selling on the fly. Today, sales success is dependent on what happens before the call even starts. Sales teams are spending more time researching leads, customizing outreach, studying data patterns, and collaborating with marketing to align messaging.

There are three key things I’ve noticed that seem to be driving this shift. Firstly, personalization is the new baseline, as buyers expect you to do your homework—and can tell if you haven’t. Secondly, sales cycles are getting longer due to more stakeholders, more scrutiny, and less patience for fluff. Lastly, AI has raised the bar by helping with the grunt work and giving people more time for creativity. Time spent on prep work is becoming a crucial element in closing deals.

Feature image credit: Getty Images

By JOHN HALL

Sourced from Inc.