Using Calls-to-Value in Your Print Ads

Anyone who’s created a print advertisement has agonized over the question “How do I convince the customer to take the next step?”

Sometimes simply telling the customer to act isn’t enough to get the ball rolling – you need to demonstrate your value to have an impact. Whether you’re advertising a product, service or event, incorporating Calls-to-Value into your advertisements is a savvy marketing strategy that will help take your print ads to the next level.

What’s the Difference Between Calls-to-Value and Calls-to-Action?

Calls-to-Value and Calls-to-Action are related concepts, and they can both be useful elements of a print ad, depending on the type of advertisement you’re creating.

What is a Call-to-Action (CTA)?

When you’re designing a print advertisement, it’s important to include a visual element that instructs the viewer to act, whether that’s a direction to call for a quote, visit your website or rush out to your store to take advantage of a hot deal. These ‘Calls-to-Action’ act as a final push after the headline has captured their attention and the ad copy has explained what you have to offer. A CTA should clearly and simply convey what you want the reader to do.

A few examples of Calls-to-Action are: ‘Order Online’, ‘Call for a Quote’ and ‘Register Today’.

What is a Call-to-Value (CTV)?

Calls-to-Value are a kind of CTA that highlight why the viewer should take that next step. Instead of simply stating what action you’d like them to take, a CTV entices the viewer to act by telling them what value there is in it for them.

A few examples of Calls-to-Value are: ‘Call and Discover How We Can Save You Money’ and ‘Register Today to Receive a Free-Trial’.

This ad from Generac includes a great example of what we mean by a ‘Call-to-Value’. Instead of using the CTA ‘Call to Learn More’, their ad features the more intriguing CTV ‘Call 1-888-688-0973 to schedule your free quote!’

Why You Should Use Calls to Value in Your Marketing

While the concise nature of a CTA can be useful in certain contexts, you’ll want to emphasize how your service or product will benefit the reader if you want them to take immediate action. If they understand how your proposition will make their lives better, they’ll be less likely to just shrug and say ‘maybe I’ll do this later’, or ignore your ad altogether.

A unique CTV will also stick out more in the viewer’s mind. Even if they aren’t ready to make a purchase the first time they see your print ad, you can still build a relationship with your customers over time by appealing to what’s important to them.

For example: ‘Order Online and Support the Canadian Economy’.

How to Create a Call-to-Value

Any CTA can be turned into a CTV if you consider what value you are offering your customers.

Ask yourself, how does the action I want the viewer to take benefit them? Next, come up with a simple but descriptive action phrase that clearly conveys this message. Try to emphasize a sense of urgency to encourage immediate action.

In this ad for Bedford Village, you can see how their CTV showcases how they’re offering retirees more than just a place to live, they’re providing the opportunity to join a lively community that offers opportunities for socialization and recreation.

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