Guiding Question - What is their next step? 

Okay, our key topics are fresh in the viewers mind and they're feeling motivated. How do we capitalize on this momentum?

A Call to Action or CTA is no more than a few words, but when matched to you viewers motivation, you can make them irresistible.

The viewer's next action determines how their journey progresses. Use this moment wisely to ensure that your viewer continues their journey with you.

But don't go overboard! Before we ask our viewer to act, we need to stop and consider their depth of investment.

Curious: If your video targets a broad audience and is meant to build awareness, keep the ask small. Focus on micro-actions, like clicking a link or exploring more content.

Informed: When your audience shows clear interest and has a need to know more, you can ask for a bit more commitment—like filling out a form or scheduling a meeting. Keep the effort manageable to encourage follow-through.

Committed: For audiences deeply engaged with your topic, you can make a bigger ask, such as adopting a new behavior or taking meaningful action. However, like deep-sea fishing, these actions require more effort, making it harder to reel them in successfully.

Most content lives in the interested and informed zones, and that’s perfectly fine! Not every piece of content will inspire deep emotional investment. Your CTA doesn’t need to be world-changing—it just needs to nudge your audience toward the next step in their journey. So, what does that next step look like for your viewer?

Reflection:

Consider the level of investment your audience has in your content. Based on this, craft a CTA that feels appropriate and achievable. Remember, it’s okay to start small—a simple ask, like a click, can be enough to keep your viewer moving forward on their journey.

USE THIS TOOL: Want to write an effective call-to-action? Use this 3-step guide.

Go to next course: "Recap - Deep Dive"