In this episode of Do This Not That, Jay dives into the importance of call-to-action (CTA) buttons in marketing campaigns. He explains why the specific wording you use on CTA buttons can greatly impact performance, and shares tips for optimizing your buttons to drive more clicks and conversions. Listeners can expect to learn easy ways to improve their CTAs.Main Discussion Points:- Using words that focus on the benefit to the recipient rather than words about the action itself can increase CTA click-through rates by over 20% (00:02:27)- CTAs should highlight what's in it for the prospect or customer by clearly stating the offer or benefit (00:02:31, 00:05:35)- Avoid generic verbs like "submit", "download", "register" - these are overused and don't compel action (00:04:48, 00:06:44)- Restate the offer in your CTA language to reinforce the benefit (00:05:20)- CTAs can be full sentences or phrases, not just single words (00:03:55)- Use AI tools like ChatGPT to easily generate new CTA language (00:06:16)