A call to action to rethink the call to action:
How modern brands can move beyond “Buy Now”.
By Evan Noetzel
SVP, Client Experience
BarkleyOKRP
The “call to action,” or CTA in common marketing shorthand, is as old as advertising itself. For decades, the trusty CTA has been the most direct link between a brand’s campaign communication and the resulting consumer behavior.
That final push in the narrative arc of the customer journey, tipping prospects from consideration to conversion — “Buy now.” “Click here.” “Start your free trial.” “Shop the look.”
Well, that’s long been the theory anyway.
But such brand imperatives have become ubiquitous and often uninspired as a result.
So in the modern media landscape where attention is fragmented, consumer skepticism is high, and brand loyalty is earned — not assumed — the traditional CTA is due for a rethink.
Let’s explore how the role of the call to action is evolving and how marketers can adapt to the new rules of engagement.
The CTA is no longer the finish line
Traditional marketing frameworks treated the CTA as the end of the funnel — a final command before conversion.
But now, that line is blurred. In an era of always-on engagement, the CTA is better viewed as an entry point, not a destination.
Think of Patagonia’s “Don’t Buy This Jacket.” In this campaign, Patagonia placed an ad in the New York Times challenging consumers to think before they buy, discouraging overconsumption for the sake of the planet.
The paradoxical message sparked conversation and deeper, long-term brand loyalty.
It was a CTA rooted in the brand’s values and by extension an invitation to like-minded thinkers. One that decidedly did not push a conversion, but instead provoked a different kind of consideration — consider investing selectively in sustainable quality, not frivolously in fast-fashion quantity.
Takeaway: Reframe your CTA as the start of a journey, whether it’s toward education, community, advocacy, or eventual conversion.
Emotional resonance > transactional language
CTAs often default to action verbs and urgency: “Order now,” “Limited time,” “Last chance.”
But savvy consumers have become immune to these blunt directives, especially when the rest of a brand’s marketing fails to resonate.
Instead, what consumers often crave is simple emotional validation. Take Burger King’s Million Dollar Whopper Contest.
Yes, the campaign culminated with a product-led push to try the finalist burgers on the menu, but only after earning fan buy-in and connection by calling on these real BK guests to dream up the personalized Whopper creations of their dreams — all brought to life in real time with the help of AI-visualization tools.
In the end, the campaign helped spike sales, traffic, and app downloads, all while burnishing BK’s core brand equity in CTA form: have it your way.
Takeaway: Start with what the consumer wants to feel — Empowered? Seen? Inspired? — and reverse engineer the CTA from there.
From one-size-fits-all to context-aware prompts
A single CTA plastered across every platform and layer of the funnel is lazy marketing.
Today’s digital ecosystem demands contextual nuance. What works in a TikTok video probably doesn’t belong in a long-form press release.
And a CTA in a broadcast TV spot should definitely differ from one in a loyalty program email.
Spotify nails this. In its personalized Discover Weekly emails, the CTA isn’t “Listen Now” — it’s something like “Find Your Next Obsession.” In-app, it’s something different. On social, something else. Each CTA is tailored to the moment and mindset.
This also is precisely where A/B testing and other optimize-and-refine approaches can help you set the right dials by space and place.
Takeaway: Design CTAs that honor where the consumer is, what they’re doing, and why they might care.
CTAs as a tool for brand differentiation
Your CTA can be a brand signature — ownable and recognizable.
Think of brands like Liquid Death, whose “Murder Your Thirst” CTA is both over the top and winkingly self-aware at the same time.
These moments build distinction. A brand’s tone of voice can shine through its CTA just as much as its headlines or visuals.
Takeaway: Let your CTA embrace (and amplify) your brand’s true voice.
From call to action to call to interaction
What if the CTA wasn’t a directive, but a dialogue opener? In community-led marketing, user-generated content, and co-creation platforms, the CTA is increasingly about inviting participation rather than prompting purchase.
Duolingo is a prime example. The go-to digital platform for learning a new language doesn’t prompt users to “sign up today” or even “start learning.” It instead draws you in with personalized challenges — “Keep your streak alive” or “You’re 1 day away from a new record.” My kids don’t speak Mandarin yet, but they love this gamified learning experience.
As users progress in their journey with Duolingo, there are natural opportunities to opt into subscription-model upgrades. But the pressure is always on the language-based play, not the sale.
Takeaway: Think interaction, not interruption. CTAs should empower users to shape or contribute to the brand narrative.
So, where do we go from here?
The call to action is still essential.
But its role has evolved from pressure tactic to relationship tool.
Today’s most resonant brands aren’t telling people what to do. They’re inviting them into something bigger than just a purchase.
They’re replacing cliched directives with meaningful signals, trading urgency for alignment, and turning passive prompts into emotional catalysts.
Here are three questions to ask as you craft your next CTA:
- Does this reflect our brand’s unique voice and values?
- Is this CTA appropriate to the consumer’s mindset and platform context?
- Are we prompting a one-off transaction — or opening the door to something deeper?
In the end, the best CTAs don’t scream at consumers to convert; they create and validate a more lasting connection.
Are you looking for a partner who can create gravity for your brand with ideas that attract and retain customers for life? Contact our Chief Growth Officer, Jason Parks, at jparks@barkleyokrp.com to learn more.