If there’s one thing we know at Interactive ID, it’s that marketing isn’t just about telling customers what to do. It’s about inspiring them to take the action that will genuinely improve their lives or businesses. Traditionally, brands have relied on direct Calls to Action (CTAs) – “Buy Now,” “Sign Up,” “Click Here” – that focus on what we, as marketers, want people to do. While these can be effective, they sometimes feel a bit hollow. That’s where Calls to Value (CTVs) come in. Keep reading while we explore how CTV marketing works.
A CTV takes a very different approach by zeroing in on the benefits that customers will gain, rather than the actions they must perform. This shift can completely change how people view your offers and ultimately lead to deeper loyalty and engagement.
Why Shifting from CTAs to CTVs Matters
The modern marketplace is crowded. Countless brands compete for attention, and customers are more discerning than ever. They don’t just want to be told what to do; they want to understand why it matters to them. With so many businesses shouting “Buy, buy, buy,” the brands that genuinely connect with consumers on a deeper level often stand out the most. That deeper connection happens when you speak directly to an audience’s pain points – and clearly articulate how your product or service addresses those challenges. CTVs naturally invite people to picture the positive result of taking that next step. This helps keep them from feeling like they’re just “ticking a box” because you told them to.
Pinpoint the Core Value Behind Your Offer
So, how do you figure out what your audience actually finds important? It starts with intentionally trying to understand their pain points. You can come to these insights through:
- Surveys and Feedback Forms: Ask clear questions about their challenges, needs, and even preferences.
- Social Listening: Are they interacting anywhere? Read comments, complaints, and brand mentions on social media.
- Data Analytics: Look for patterns in their actions on your website, like high bounce rates, clicks, or “heatmaps” that show where they focus their attention.
What patterns reveal themselves through your research? Which features do customers mention favorably? Or, what do they frequently ask for on the phone or in person? By paying attention, you can pinpoint what matters to them most. It may be time savings, cost savings, or a more streamlined process (such as only needing to talk to one contractor for their entire home improvement project, for example).
Once you know what your customers’ biggest challenges are, the next step is to show how your service or product meets those challenges. The true power of a CTV lies in how well it answers the “why” behind the problem.
Here’s an example. If you’re a home improvement contractor, don’t say, “Call Now.” Instead, explicitly state that your customers can “Let us take the work off your plate – so you can focus on what matters most.” In one concise sentence, this CTV provides the total value your solution provides.
How CTV Marketing Works: Embrace a Value-Focused Mindset
Shifting from CTAs to CTVs may seem like a small change in wording. However, the underlying mindset makes a massive difference. Rather than demanding, “Do this!” you’re saying, “Here’s why our service matters to you.” This value-focused reframing can tangibly boost how people see your brand. You should see improvement in your short-term conversions and also in your long-term customer loyalty.
So, what’s next? It’s time to focus on adding value. Anywhere you currently have a CTA, ask yourself, “Does this show my audience what’s in it for them?” If not, your marketing team can rewrite it as a Call to Value that targets your customers’ biggest benefit. And if you need help, remember that Interactive ID is ready and able to provide CTV reframing. Our #1 goal is to make your marketing not just effective, but also engaging and compelling.
Key Takeaway
When you emphasize the end benefit your customers receive – rather than just telling them what to do – you’ll make your offers better in every way. Through value-based communication, you can build stronger loyalty and gain more leads. That’s how good a strong Call to Value can be.
Now that you know how CTV marketing works, reach out to us! We’ll help you craft CTVs that resonate with your target market. Together, we can make your marketing all about real, lasting value.
Give us a call today at (888) 623-1891 to explore how your business can benefit from this effective strategy. Or, just fill out this simple form and we’ll contact you.
