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We’ve all seen them—the generic CTAs like "Can we connect?" or "Would you like a demo?"
And while some of those 2017-era CTAs might still work, it’s important to understand what resonates with your audience. Crafting an effective CTA in today’s outbound environment is more than just asking for a response—it’s about sparking curiosity, building trust, and meeting your prospect where they are.
Below we dive into 4 approaches (and their results for our clients’ outbound campaigns) that go beyond the basics.
1. Low-Pressure CTAs
The low-pressure CTA eases your prospect into action without asking for too much. It’s a soft invitation to engage—no commitments, no stress. This type of CTA is perfect for nurturing early-stage leads, offering something valuable like a resource or insight. The goal is to build curiosity and trust before asking for bigger time commitments.
CTA | Reply Rate |
Are you open to learning more? | 3.95% |
What do you think, {FirstName}? | 3.62% |
If you're even the least bit curious about how we can help you, reach out! | 2.47% |
Would you like to talk more about this? | 2.45% |
2. Non-Assuming CTA
This CTA opens the door to a conversation without the feeling of a sales pitch. It’s about discovery and validating your assumptions—a two-way exchange where you and the prospect explore whether there’s a fit. It works well when you’re aiming to build rapport and show that you’re genuinely interested in solving their problems, not just pushing a product.
CTA | Reply Rate |
Could this fit into any upcoming projects? | 3.72% |
Is this on your radar? | 3.39% |
Could this support your growth goals? | 2.91% |
Could this be aligned with your initiatives? | 2.54% |
3. Direct CTA
When you’re ready for action, the direct CTA makes no apologies—it gets straight to the point. You’re confident in your offering, and you’re asking the prospect to take a clear, defined step. No beating around the bush—just a straightforward path to the next step, whether that’s booking a demo, signing up, or scheduling a call. This is best used when the prospect is warmed up and ready to move forward.
CTA | Reply Rate |
Can we set up a 10-minute call to show you how it works? | 3.95% |
Can I get a chance to introduce {Company} to our team? | 3.23% |
Can I show you how this works sometime next week? | 2.45% |
Want to connect to see if it's a good fit? | 2.35% |
4. Value-Based CTA
This CTA doesn’t just ask the prospect to take action—it shows them why they should. It focuses on the outcome, painting a picture of the value they’ll gain by engaging. By highlighting a benefit or solution that speaks directly to their pain points, you make it hard for them to say no. It’s especially powerful when the prospect needs a clear reason to act, showing them what’s in it for them.
CTA | Reply Rate |
Ready to make the move towards {benefit}? | 6.38% |
Do you think {Company} could benefit from {value proposition}? | 3.42% |
Want to learn more about how we can make {pain point} easier? | 3.02% |
Think we can help you streamline? | 2.56% |
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