# CTA Templates Reference

Templates and examples for each CTA style. Every CTA should aim to cover as many of the five elements as possible: what to do, how to do it, what they get, why now, and risk reversal.

## 1. Direct CTA

Best for: Product-Aware and Most Aware audiences who are ready to buy.

**Template**:

> "Click the link [below/in bio] to [get/start/book] your [offer]. [Urgency element]. [Risk reversal]."

**Examples**:

- "Click the link below to start your free 14-day trial. No credit card required."
- "Tap the link in bio to book your strategy call. Only 5 spots left this week — and if you don't see results, you don't pay."
- "Hit the button below to grab [product] at 40% off. Offer ends Friday."

## 2. Soft CTA

Best for: Unaware and Problem-Aware audiences who need a low-commitment next step.

**Template**:

> "If this resonated, [low-commitment action] and I'll [what they get]."

**Examples**:

- "If this hit home, follow for more breakdowns like this every week."
- "Save this post — you'll want it when you're ready to start."
- "Share this with someone who needs to hear it."

## 3. Engagement CTA

Best for: Building audience and lead generation on social platforms.

**Template**:

> "Comment '[keyword]' below and I'll [send/DM/share] you [valuable thing] for free."

**Examples**:

- "Comment 'GUIDE' and I'll DM you the full framework for free."
- "Drop a fire emoji if you want the step-by-step breakdown."
- "Comment 'YES' and I'll send you the exact template I used."

## 4. Scarcity CTA

Best for: Most Aware audiences who need urgency to act.

**Template**:

> "We only have [number] spots left for [offer]. [Link/action] before they're gone."

**Examples**:

- "We only take 10 clients per month. 3 spots left. Link in bio."
- "This price goes away at midnight. Don't wait."
- "First 50 people get [bonus]. We're at 38. Move fast."

## 5. Two-Step CTA

Best for: When the conversion path has multiple steps or needs to feel simple.

**Template**:

> "Step 1: [Easy action]. Step 2: [Follow-up action]. That's it — you'll [get result] in [timeframe]."

**Examples**:

- "Step 1: Click the link. Step 2: Pick your plan. You'll have access in under 2 minutes."
- "Step 1: DM me 'START'. Step 2: Answer 3 quick questions. I'll send your custom plan within 24 hours."
- "Step 1: Download the app. Step 2: Import your data. You'll see your first insights in 60 seconds."

## CTA Selection Guide

| Situation                             | Recommended CTA                    | Why                                    |
| ------------------------------------- | ---------------------------------- | -------------------------------------- |
| Cold traffic, top of funnel           | Soft or Engagement                 | Low barrier, builds audience           |
| Warm traffic, has seen content before | Engagement or Direct               | Ready for a next step                  |
| Retargeting / remarketing             | Direct or Scarcity                 | Already familiar, needs push           |
| High-ticket offer                     | Two-Step or Direct + Risk Reversal | Reduce perceived risk                  |
| Low-ticket / impulse buy              | Direct or Scarcity                 | Minimize friction                      |
| Community building                    | Engagement or Soft                 | Prioritize interaction over conversion |
