call to action definition argument essay

What Is a Call to Action in Writing?

Written by Rebecca Turley

How do you inspire readers to take action?

A Call to Action (CTA) in writing is your opportunity to motivate readers to take some type of action. Can your writing and accompanying CTA be compelling enough to motivate your readers to take the next step, make the next move?

That’s the million-dollar question.

Call to Action: What It Is, What It Isn’t, and How to Successfully Use It in Your Writing

So, what exactly is a Call to Action and how can you best utilize it as a writer?

A CTA in writing is a clear and direct message that should elicit a strong response from readers to do something . In marketing lingo, this something is called a “conversion” – turning observers into doers.

Think of it as a “hook, line, and sinker” moment – you want to inspire the reader to do what you want them to do. Maybe it’s subscribe to your online newsletter, book a service, or buy a product—a CTA is a one-liner that gets the job done. It can be an outstanding marketing tool that keeps your reader engaged and ready to act.

It may be a small, two-word phrase or as long as a sentence, but its goal remains the same: to provide your reader with direction on what to do next. You provided them with compelling, interesting text; now’s not the time to leave them hanging! Finish it off with a great CTA and you’ve accomplished your goal.

CTAs are most often used to make a sale by providing a direct path to the product or service you want them to buy. But they can also be helpful for building your customer base and generating leads for future sales. Most CTAs are used as hyperlinks that take the reader where you want them to go, but they can also motivate the reader to make a phone call, download a brochure, or complete a similar activity.

Creating an Effective Call to Action

Once you understand the goal of the CTA, it becomes rather easy to write one yourself. But there are some tried-and-true rules to follow to ensure your CTA is everything it can be.

A CTA is NOT:

• Overly wordy

Start your CTA with a strong action verb .

A CTA doesn’t take time to get to the point. It accomplishes its goal by telling the reader exactly what to do.

Think “authoritative” when choosing your words for a CTA. Those action verbs should inspire and convince the reader to do something, so now’s not the time to underwhelm them. When choosing that action verb, think about how best to direct your reader:

Use words that excite and motivate the reader.

Get them motivated and curious to make the move. Think about persuasive language here, about intriguing your reader to want to know more or make a move. Persuasive language speaks to saving them money, saving them time, or improving their lives in some way:

• Sign up to join the millions of others who are taking steps to save the planet!
• Click here to start saving money today!
• Call today to book your dream vacation!

Create a sense of urgency.

You can create a sense of urgency in a number of ways. Add an adjective, make a promise, or elicit FOMO.

• Order yours today, while supplies last!
• Get free shipping for a limited time!
• Lose weight in just 4 weeks!
• Call today and enjoy 50% off your purchase!

Eliminate wordiness.

You have one opportunity to capture their attention and motivate them to click. Don’t waste it by overloading your CTA with unnecessary words or confusing text. Think straightforward, clear, concise, and to the point.

If you aren’t getting the response you hoped for, switch it up.

You never really know if your CTA is going to be effective unless you give it a whirl. If you aren’t getting the response you hoped for, it never hurts to try another tactic. Remember that CTAs are not a one-size-fits-all approach, so you may need to experiment to find one that works best for your audience.

Need a little inspiration to create the perfect CTA? Here are popular CTA phrases designed to boost your conversion efforts.

Do you want customers to sign up or subscribe to something?

• Subscribe now
• Don’t miss out
• Get started now
• Stay up-to-date
• Remain in the know

Do you want customers to keep reading your content?

• Find out more
• Discover more
• Become part of our community

Do you want customers to take advantage of a deal or discount?

• Claim your offer
• Claim your discount
• Redeem your discount
• Start your free trial now
• Start shopping now
• Claim our limited time offer

Adding a Secondary Call to Action: Another Tool in the Writer’s Toolkit 

A secondary CTA is not simply reciting the primary CTA twice or rewording the primary CTA. It serves as another option for the reader.

Here’s a good example:

Primary CTA: Donate now to help save endangered white rhinos!

Secondary CTA: Sign up for our weekly e-newsletter to stay up-to-date on conservation efforts for the endangered white rhino.

The primary CTA is a great example of providing the reader with an immediate opportunity to act. But not all readers may be ready to pull out their wallets and make a donation. That’s there the secondary CTA comes in. You’ve captured the interest of the reader enough to inspire them to sign up for your weekly e-newsletter, which could translate into a donation somewhere down the road. Secondary CTAs provide the reader with another opportunity to take action, thereby allowing you to boost your conversion rate.

The secondary CTA should be featured less prominently than the primary CTA because you ultimately want the reader to click on the primary CTA. Remember: The primary CTA should be the most desired action you want your reader to take. A secondary CTA shouldn’t compete with the primary CTA; it should complement it.

But the secondary CTA is certainly an excellent option for those who don’t find the primary CTA appealing. The secondary CTA captures that reader who may have moved on from your website or blog without taking any action at all (i.e., lost conversions). By keeping your reader engaged and returning to your site with the secondary CTA, you’re naturally increasing your chances of enticing the reader to act on the primary CTA in the future.

Secondary CTAs may also be used to simply grow your social reach. A great example of a secondary CTA in this case is to simply encourage the reader to follow you on Twitter, Facebook, or LinkedIn. You can also encourage the reader to share your article or blog on their social media platform of choice. Either way, it’s a great way to boost your social media presence.

Purdue Online Writing Lab College of Liberal Arts

Classical Argument

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A (Very) Brief History of Rhetoric

The study of rhetoric has existed for thousands of years, predating even Socrates, Plato and the other ancient Greek philosophers that we often credit as the founders of Western philosophy. Although ancient rhetoric is most commonly associated with the ancient Greeks and Romans, early examples of rhetoric date all the way back to ancient Akkadian writings in Mesopotamia.

In ancient Greece and Rome, rhetoric was most often considered to be the art of persuasion and was primarily described as a spoken skill. In these societies, discourse occurred almost exclusively in the public sphere, so learning the art of effective, convincing speaking was essential for public orators, legal experts, politicians, philosophers, generals, and educators. To prepare for the speeches they would need to make in these roles, students engaged in written exercises called  progymnasmata . Today, rhetorical scholars still use strategies from the classical era to conceptualize argument. However, whereas oral discourse was the main focus of the classical rhetoricians, modern scholars also study the peculiarities of written argument.

Aristotle provides a crucial point of reference for ancient and modern scholars alike. Over 2000 years ago, Aristotle literally wrote the book on rhetoric. His text  Rhētorikḗ ( On Rhetoric ) explores the techniques and purposes of persuasion in ancient Greece, laying the foundation for the study and implementation of rhetoric in future generations. Though the ways we communicate and conceptualize rhetoric have changed, many of the principles in this book are still used today. And this is for good reason: Aristotle’s strategies can provide a great guide for organizing your thoughts as well as writing effective arguments, essays, and speeches.

Below, you will find a brief guide to some of the most fundamental concepts in classical rhetoric, most of which originate in  On Rhetoric.

The Rhetorical Appeals

To understand how argument works in  On Rhetoric , you must first understand the major appeals associated with rhetoric. Aristotle identifies four major rhetorical appeals: ethos (credibility), logos (logic), pathos (emotion), and Kairos(time). 

• Ethos –  persuasion through the author's character or credibility. This is the way a speaker (or writer) presents herself to the audience. You can build credibility by citing professional sources, using content-specific language, and by showing evidence of your ethical, knowledgeable background.
• Logos –  persuasion through logic. This is the way a speaker appeals to the audience through practicality and hard evidence. You can develop logos by presenting data,  statistics, or facts by  crafting a clear claim with a logically-sequenced argument.  ( See enthymeme and syllogism )
• Pathos –  persuasion through emotion or disposition . This is the way a speaker appeals to the audience through emotion, pity, passions, or dispositions. The idea is usually to evoke and strengthen feelings already present within the audience. This can be achieved through story-telling, vivid imagery, and an impassioned voice.  Academic arguments in particular ​benefit from understanding pathos as appealing to an audience's academic disposition on a given topic, subject, or argument.
• Kairos – an appeal made through the adept use of time. This is the way a speaker appeals to the audience through notions of time. It is also considered to be the appropriate or opportune time for a speaker to insert herself into a conversation or discourse, using the three appeals listed above. A Kairotic appeal can be made through calls to immediate action, presenting an opportunity as temporary, and by describing a specific moment as propitious or ideal.

​*Note:  When using these terms in a Rhetorical Analysis, make sure your syntax is correct. One does not appeal to ethos, logos, or pathos directly. Rather, one appeals to an audience's emotion/disposition, reason/logic, or sense of the author's character/credibility within the text. Ethos, pathos, and logos are themselves the appeals an author uses to persuade an audience. 

An easy way to conceptualize the rhetorical appeals is through advertisements, particularly infomercials or commercials. We are constantly being exposed to the types of rhetoric above, whether it be while watching television or movies, browsing the internet, or watching videos on YouTube.

Imagine a commercial for a new car. The commercial opens with images of a family driving a brand-new car through rugged, forested terrain, over large rocks, past waterfalls, and finally to a serene camping spot near a tranquil lake surrounded by giant redwood trees. The scene cuts to shots of the interior of the car, showing off its technological capacities and its impressive spaciousness. A voiceover announces that not only has this car won numerous awards over its competitors but that it is also priced considerably lower than comparable models, while getting better gas mileage. “But don’t wait,” the voiceover says excitedly, “current lessees pay 0% APR financing for 12 months.”

In just a few moments, this commercial has shown masterful use of all four appeals. The commercial utilizes pathos by appealing to our romantic notions of family, escape, and the great outdoors. The commercial develops ethos by listing its awards, and it appeals to our logical tendencies by pointing out we will save money immediately because the car is priced lower than its competitors, as well as in the long run because of its higher MPG rate. Finally, the commercial provides an opportune and propitious moment for its targeted audience to purchase a car immediately. 

Depending on the nature of the text, argument, or conversation, one appeal will likely become most dominant, but rhetoric is generally most effective when the speaker or writer draws on multiple appeals to work in conjunction with one another. To learn more about Aristotle's rhetorical appeals, click here.

Components and Structure

The classical argument is made up of five components, which are most commonly composed in the following order:

• Exordium –  The introduction, opening, or hook.
• Narratio –  The context or background of the topic.
• Proposito and Partitio –  The claim/stance and the argument.
• Confirmatio and/or Refutatio –  positive proofs and negative proofs of support.
• Peroratio –  The conclusion and call to action.

Think of the exordium as your introduction or “hook.” In your exordium, you have an opportunity to gain the interest of your reader, but you also have the responsibility of situating the argument and setting the tone of your writing. That is, you should find a way to appeal to the audience’s interest while also introducing the topic and its importance in a professional and considerate manner. Something to include in this section is the significance of discussing the topic in this given moment (Kairos). This provides the issue a sense of urgency that can validate your argument.

This is also a good opportunity to consider who your intended audience is and to address their concerns within the context of the argument. For example, if you were writing an argument on the importance of technology in the English classroom and your intended audience was the board of a local high school, you might consider the following:

• New learning possibilities for students (General Audience Concerns)
• The necessity of modern technology in finding new, up-to-date information (Hook/Kairos)
• Detailed narrative of how technology in one school vastly improved student literacy (Hook/Pathos) 
• Statistics showing a link between exposure to technology and rising trends in literacy (Hook/Logos)
• Quotes from education and technology professors expressing an urgency for technology in English classrooms (Hook/Ethos)

Of course, you probably should not include all of these types of appeals in the opening section of your argument—if you do, you may end up with a boring, overlong introduction that doesn’t function well as a hook. Instead, consider using some of these points as evidence later on. Ask yourself:  What will be most important to my audience? What information will most likely result in the action I want to bring about?  Think about which appeal will work best to gain the attention of your intended audience and start there.

The narratio provides relevant foundational information and describes the social context in which your topic exists. This might include information on the historical background, including recent changes or updates to the topic, social perception, important events, and other academic research. This helps to establish the rhetorical situation for the argument: that is, the situation the argument is currently in, as impacted by events, people, opinion, and urgency of some kind. For your argument on technology in the English classroom, you might include:

• Advances in education-related technology over the centuries
• Recent trends in education technology
• A description of the importance of digital literacy
• Statistics documenting the lack of home technology for many students
• A selection of expert opinions on the usefulness of technology in all classrooms

Providing this type of information creates the setting for your argument. In other words, it provides the place and purpose for the argument to take place. By situating your argument within in a viable context, you create an opportunity to assert yourself into the discussion, as well as to give your reader a genuine understanding of your topic’s importance.

Propositio and Partitio

These two concepts function together to help set up your argument. You can think of them functioning together to form a single thesis. The propositio informs your audience of your stance, and the partitio lays out your argument. In other words, the propositio tells your audience what you think about a topic, and the partitio briefly explains why you think that way and how you will prove your point. 

Because this section helps to set up the rest of your argument, you should place it near the beginning of your paper. Keep in mind, however, that you should not give away all of your information or evidence in your partitio. This section should be fairly short: perhaps 3-4 sentences at most for most academic essays. You can think of this section of your argument like the trailer for a new film: it should be concise, should entice the audience, and should give them a good example of what they are going to experience, but it shouldn’t include every detail. Just as a filmgoer must see an entire film to gain an understanding of its significance or quality, so too must your audience read the rest of your argument to truly understand its depth and scope. 

In the case of your argument on implementing technology in the English classroom, it’s important to think not only of your own motivations for pursuing this technology in the classroom, but also of what will motivate or persuade your respective audience(s). Some writing contexts call for an audience of one. Some require consideration of multiple audiences, in which case you must find ways to craft an argument which appeals to each member of your audience. For example, if your audience included a school board as well as parents andteachers, your propositio might look something like this:

“The introduction of newer digital technology in the English classroom would be beneficial for all parties involved. Students are already engaged in all kinds of technological spaces, and it is important to implement teaching practices that invest students’ interests and prior knowledge. Not only would the marriage of English studies and technology extend pedagogical opportunities, it would also create an ease of instruction for teachers, engage students in creative learning environments, and familiarize students with the creation and sharing technologies that they will be expected to use at their future colleges and careers. Plus, recent studies suggest a correlation between exposure to technology and higher literacy rates, a trend many education professionals say isn’t going to change.”

Note how the above paragraph considers the concerns and motivations of all three audience members, takes a stance, and provides support for the stance in a way that allows for the rest of the argument to grow from its ideas. Keep in mind that whatever you promise in your propositio and partitio (in this case the new teaching practices, literacy statistics, and professional opinion) must appear in the body of your argument. Don’t make any claims here that you cannot prove later in your argument.

Confirmatio and Refutatio  

These two represent different types of proofs that you will need to consider when crafting your argument. The confirmatio and refutatio work in opposite ways, but are both very effective in strengthening your claims. Luckily, both words are cognates—words that sound/look in similar in multiple languages—and are therefore are easy to keep straight. Confirmatio is a way to confirm your claims and is considered a positive proof; refutatio is a way to acknowledge and refute a counterclaim and is considered a negative proof.

The confirmatio is your argument’s support: the evidence that helps to support your claims. For your argument on technology in the English classroom, you might include the following:

• Students grades drastically increase when technology is inserted into academics
• Teachers widely agree that students are more engaged in classroom activities that involve technology
• Students who accepted to elite colleges generally possess strong technological skills

The refutatio provides negative proofs. This is an opportunity for you to acknowledge that other opinions exist and have merit, while also showing why those claims do not warrant rejecting your argument. 

If you feel strange including information that seems to undermine or weaken your own claims, ask yourself this: have you ever been in a debate with someone who entirely disregarded every point you tried to make without considering the credibility of what you said? Did this make their argument less convincing? That’s what your paper can look like if you don’t acknowledge that other opinions indeed exist and warrant attention. 

After acknowledging an opposing viewpoint, you have two options. You can either concede the point (that is, admit that the point is valid and you can find no fault with their reasoning), or you can refute their claim by pointing out the flaws in your opponent’s argument. For example, if your opponent were to argue that technology is likely to distract students more than help them (an argument you’d be sure to include in your argument so as not to seem ignorant of opposing views) you’d have two options:

• Concession: You might concede this point by saying “Despite all of the potential for positive learning provided by technology, proponents of more traditional classroom materials point out the distractive possibilities that such technology would introduce into the classroom. They argue that distractions such as computer games, social media, and music-streaming services would only get in the way of learning.” 

In your concession of the argument, you acknowledge the merit of the opposing argument, but you should still try to flip the evidence in a positive way. Note how before conceding we include “despite all of the potential for positive learning.” This reminds your reader that, although you are conceding a single point, there are still many reasons to side with you.

• Refutation: To refute this same point you might say something like, “While proponents of more traditional English classrooms express concerns about student distraction, it’s important to realize that in modern times, students are already distracted by the technology they carry around in their pockets. By redirecting student attention to the technology administered by the school, this distraction is shifted to class content. Plus, with website and app blocking resources available to schools, it is simple for an institution to simply decide which websites and apps to ban and block, thereby ensuring students are on task.”

Note how we acknowledged the opposing argument, but immediately pointed out its flaws using straightforward logic and a counterexample. In so doing, we effectively strengthen our argument and move forward with our proposal.

Your peroratio is your conclusion. This is your final opportunity to make an impact in your essay and leave an impression on your audience. In this section, you are expected to summarize and re-evaluate everything you have proven throughout your argument. However, there are multiple ways of doing this. Depending on the topic of your essay, you might employ one or more of the following in your closing:

• Call to action (encourage your audience to do something that will change the situation or topic you have been discussing).
• Discuss the implications for the future. What might happen if things continue the way they are going? Is this good or bad? Try to be impactful without being overly dramatic.
• Discuss other related topics that warrant further research and discussion.
• Make a historical parallel regarding a similar issue that can help to strengthen your argument.
• Urge a continued conversation of the topic for the future.

Remember that your peroratio is the last impression your audience will have of your argument. Be sure to consider carefully which rhetorical appeals to employ to gain a desirable effect. Make sure also to summarize your findings, including the most effective and emphatic pieces of evidence from your argument, reassert your major claim, and end on a compelling, memorable note. Good luck and happy arguing!

How To Writing A Call To Action For Argumentative

September 3, 2022

A call to action is a key component of any argumentative essay . Its purpose is to urge the reader to take a specific course of action in response to the information presented in the essay. A well-crafted call to action is essential to the success of an argumentative essay, as it provides the reader with a clear and concise way to take action on the information presented. There are a few key elements that should be included in a call to action for argumentative essay. First, the call to action should be clear and concise. Second, it should be specific to the information presented in the essay. Third, it should be reasonable and achievable. Lastly, the call to action should be relevant to the reader. When crafting a call to action for argumentative essay, keep in mind that its purpose is to urge the reader to take a specific course of action. With this in mind, be sure to make the call to action as clear and concise as possible. Additionally, be sure to make it specific to the information presented in the essay. This will help to ensure that the reader understands what is being asked of them and that they are able to take action on the information presented.

The goal of a call to action strategy is to persuade people to act. It can be something as simple as saying Buy now if it’s a call to action (CTA). It depends on what you want to accomplish in your CTA, and it can be presented in a variety of formats and channels. Call to action (CTA) is a tool that can be used throughout the buyer’s journey. You can include an ad in a variety of ways, including leaving a comment, following your brand on social media, and purchasing a product. Twitter allows you to use plain text or links in the form of plain texts or links. When running pay-per- click campaigns , a well-written call to action is critical.

CTAs are a common feature of Google, Instagram, Facebook, websites, and other platforms. In most cases, a CTA can be found near the top of a Google Ads page. Ad images include a pop-up or banner, as well as a page button. Prior to creating a CTA, you should conduct market research to determine what factors may have triggered the act. Shop, order, get, download, sign up, find out, fill out the form, and fill out the form are just a few examples of powerful CTAs . When you include a deadline in your call to action, your leads will be motivated to act by the sense of urgency you create. To be successful, a brand’s image must be consistent across all communication channels.

Something must be included in the CTA to highlight it from the rest of the message. Every advertisement piece and other content must be followed by a clear guideline to keep synchrony running smoothly. Establish the image that your brand intends to communicate by constructing the message in such a way that it adheres to the image. When you use the right words, such as Teespring, your conversion rates can rise by 12.6%, for example. Call to action teasers (CTAs) are designed to pique the interest of potential customers. The leader provides a clear and compelling reason for the action in order to demonstrate what he wants the lead to do. When you learn how to write a CTA, you will become better at analyzing your customers’ behavior and tailoring your offers to meet their specific needs.

What Is A Call To Action In Argumentative Writing Examples?

A call to action is a statement that urges the reader to take a specific course of action. In argumentative writing , a call to action is often used to persuade the reader to agree with the writer’s opinion. For example, if the writer is arguing that all citizens should vote, the call to action might be something like, “So what are you waiting for? Get out there and vote!”

What Is A Call To Action In An Argument?

It is critical to write an explicit call to action in order to focus your argument, identify your key audience, and figure out what they require to take action.

Call to action (CTA) is a marketing term that refers to a design that causes an immediate response or leads to a sale. When you provide an action for a customer who is interested but not yet ready to buy, you can refer to them as transitional customers. A call-to-action phrase that is clear, concise, and urgent will compel the user to action. Call-to-action (CTA) is a method of engaging your audience in a specific action . This is what entices a reader to take action on your website or content. A CTA is typically found near the end of a blog post or webpage, but it can also appear on a website or even within a social media post.

What Is An Example Of Call To Action In A Speech?

The company is more than just a business; we are a community as well. You have your brains in your head, you have your feet in your shoes, and you can make any decision you want. Get them now.

How To Use A Call To Action To Persuade Your Audience

It is a powerful tool for compelling audience members to take action after leaving your presentation. It is critical to give them specific tasks to complete in order to ensure that your ideas are carried out. A call to action, as the name suggests, is a rhetorical device that can assist your audience in taking immediate steps toward your goals.

What Is A Good Example Of Call To Action?

According to him, the best way to execute a call to action on social media is to make the CTA implied rather than direct. If you order our new shoes, for example, they are available in stores right now. “When will we see you?” is probably more engaging than “Our new shoes are in stores.”

The use of a call to action (CTA) is one method for driving audience participation. You can find call-to-actions (CTAs) on websites, landing pages, emails, and advertisements such as buy now, subscribe, sign up, and learn more. In the case of these CTAs, you are attempting to connect with your audience and convert them. A good CTA must grab people’s attention, make them aware of what they stand to gain, and prompt them to act. Even if you don’t follow a set of rules when creating CTAs, there are a few principles you can use to create strong CTAs . These principles are applicable regardless of whether you are writing an email call to action, an advertisement, or a social media caption. Instead of telling your audience why something is important, make a call to value it.

To create a sense of urgency, use phrases such as limited offer, now, and XXX seats left. When you provide a call-to-action, it is also important to make your audience fear that they will miss out on something if they do not act immediately. A CTA, as opposed to a rule book, must be short and concise. An effective call-to-action conversion strategy can test copy, button size, placement, and even color. Drawing inspiration from these 15 call-to-action examples. Get 30 days free from Peloton for visitors who want to get fit is intended to pique their interest and convert them. Visitors can see what they will get when they click the CTA button with Tarzan Kay’s headline.

Pedro’s CTA appears to offer a free strategy session (emphasis on free), which appears to be a steal. Really Good Emails gives their visitors persuasive reasons to subscribe to their email list. Bannersnack claims that moving to a yearly subscription saves customers 45% in the CTA. HBOmax is an online video streaming service. Those of you who use the Start streaming CTA in your emails should be happy. To manage time and projects, clickup is an online project and time management tool for both large and small businesses. Instead of joining the newsletter, they used the word “Get more time.” A CTA for Vimeo talks about why people use it the first time: to create something.

How To Write An Effective Call To Action

When writing a call to action, keep in mind several factors. It must also be short and to the point. Make it clear what you want your audience to do. The second point to make is that the subject line should be unique. There is no room for interpretation. The third point to consider is whether it is actionable. It is critical to make it clear to your audience what they can do based on the information you have provided. When designing your call to action, you should consider your audience. How would you describe yourself and what type of demographic you are targeting? Is it too late to sign up for your mailing list? How are you hoping people will donate money to you? Make sure the call to action is clear and concise, whatever the subject. Make sure you’re not misinterpreting the situation. Make certain that your report is precise and well-crafted. If you’re targeting a specific demographic, make certain that you’ve provided specific instructions on how to take advantage of the information you’ve given us. Finally, always keep your call to action in mind when designing your presentation. A successful presentation is predicated on the use of a great call to action, which can be the difference between a successful presentation and a wasted effort.

Call To Action In Writing Examples

A “call to action” is a statement that encourages the reader to do something. It can be used in many different types of writing, including advertising, websites, and political speeches. For example, an advertisement might say “call now to get your free gift!” In this case, the “call to action” is for the reader to pick up the phone and call the number provided. A website might have a “call to action” button that says “click here to learn more!” which encourages the reader to click on the button to learn more about the website’s product or service. Political speeches often end with a “call to action” for the audience to vote, volunteer, or take some other action.

The call to action (CTA) is a component of marketing material. Organizations that use strategic CTA testing are increasingly driving success metrics higher and higher up the corporate ladder. Unbounce increased conversion rates by 90% by changing their CTA copy. A CTA is a tool that assists customers in their purchase journey as they move through the buying process. When used in a persuasive manner, call to action writing is a good example. To persuade your readers to take action, your goal should be to pique their interest in as few words as possible. Qualitative and quantitative methods are used in the Voice of Customer research process to gain a better understanding of how customers are thinking and feeling.

As a result, you will incorporate these insights directly (or in close proximity) into your marketing materials . One of the advantages of call to action writing is that it preempts and eliminates objections before they have a chance to air. A command word instructs readers on what to do, while a power word can cause them to feel excited about doing so. When done correctly, they create buyer FOMO (fear of missing out) and motivate visitors to act as soon as possible. A word like Explore is an excellent example of a curiosity-building word. Discover, see what you find, and get the secrets are all powerful curiosity-builders. Using social proof, you can back up your claims.

It is suggested that you use these examples as a starting point and tweak and test accordingly. The average consumer receives between 4,000 and 10,000 advertisements per day. We can directly address a target audience pain point in Jasper’s Facebook ad: content marketing is a time-consuming and labor-intensive process. Instead of telling readers how to streamline and transform their content operations processes, Wordable delivers a compelling offer, five free exports, and eliminates commitments. Emma, an email marketing platform, demonstrates how simple two words can result in significant results. A quick way to do Jasper’s action is to define your desired outcome (in seconds). The company communicates how its platform resolves common problems for ecommerce site owners in just six words.

In order to save money on ClickUp, new users will be given a one-day discount every week. In ClickUp’s copy, the message is all about what ClickUp wants (Sign up now). Customers are in charge of what they want. When designing high-performing CTAs, these call-to-action examples are a good place to start.

3 Tips For Writing An Effective Cta

It’s a similar concept to the ending of a movie. When the credits have finished, it is critical that the music be played. The next step should be mapped out clearly. That is also true for a call to action. Because CTAs are the first impression of your audience, they are essential. Those are the people who make you pay attention to them. Their job is to motivate you to take the next step. How do I write a copy call to action (CTA)? The answer to this question cannot be one-size-fits-all, but there are a few things to keep in mind. Before you can build your CTA, you must first define its mission. Do you want it to create a sense of urgency? Why don’t I get people to sign up for my mailing list? How do you make people buy something? You also need to make it simple to click on the CTA. It should appear prominently on your page and be large enough to be visible without having to look away. Finally, make certain that your CTA is relevant to the audience. When writing about cooking, for example, you should avoid selling people on a subscription to a cooking magazine. To that end, give them a free recipe ebook or a discount on a future purchase. While these are only a few ideas, incorporating a call-to-action (CTA) into your content is an important part of marketing. By following these guidelines, you can ensure that your CTA is both simple and effective for your audience.

What Is A Call To Action In Writing

It is the process by which users are asked to take actions in response to a call to action. Persuade writing frequently features examples of the call to action. After a brand has made its case in a blog post or video, it will frequently include a call to action at the end of the piece.

Call To Action Phrases

A call to action (CTA) is a word or phrase that encourages readers, viewers, or listeners to do something specific. A CTA could be as simple as “Learn more” or “Sign up now.”

You will be able to reach your goals if you have the proper call to action (CTA). Your viewers will become more interested in what you offer if you provide a well-designed CTA. You must use active words and strong verbs to pique the interest of your audience. It’s a delicate balance to strike between providing enough information and keeping it brief. When there are only a limited number of items available or the sale is coming to an end, people are more likely to act quickly. Don’t be afraid to add words that express your urgency and desire. This CTA can be used to initiate a conversation with your prospects or request more information.

Prospective customers may be required to provide extensive information about the products or services you are offering in order to fully comprehend what you are selling. Send them to a page where they can find out what you know or speak to a member of your team. If you use this CTA phrase , it may entice visitors to sign up for a free trial on your landing page and suggest ownership. You can use compelling call-to-action phrases like Shop now and Get a Quote to entice your customers to buy your products. The audio content of your videos can be used to entice customers to sign up for your services. Your product page’s Add to Cart CTA is just what the doctor ordered. When using us in your call to action, you can make it more personal and meaningful.

The CTA phrase suggests that the offer is limited in time to be taken advantage of. It informs users that once they click the appropriate button, they will be able to enjoy your offer. You can still create a catchy call to action phrase that conveys the desired action. The Bark Bright company incorporates the elements of scarcity, exclusivity, and urgency into their calling to action. They are a great way to pass the time while also competing with others. You can enhance the effectiveness of your CTA by using first-person language and speaking directly to your audience. The CTA from IMPACT subtly urges viewers to get a better understanding of what the organization does in a non-committal way.

Use this CTA to encourage people to look up other articles or posts on your blog or YouTube channel. If you have an app for your phone, these call to action phrases will motivate your users to download it. The CTA informs prospects that they will not only be able to buy something exceptional, but they will also be able to save a significant amount of money as a result. When creating a post or page, you should pay attention to the call to action. Your promotional campaign may need to be modified or broken, so make certain that the call to action phrases stand out and generate leads. If you use any of the above CTAs, you can optimize them and get the results you’re looking for.

Call To Action Conclusion Examples

The best call to action conclusion examples are those that leave the reader wanting more. You want to make sure that your conclusion is impactful and leaves a lasting impression. Try to end with a strong statement or an interesting story that will stay with the reader.

Call To Action Topics

How do live-in relationships work? Why do people think that suicide is a good thing? Is abortion legal in America? There is no way to be 16 years old as a juvenile.

What Are Easy Topics To Argue About?

What is the best decision you can make when buying something? How psychological affects the buying process? What is a good way to teach your children about gender stereotypes? How does one become morally responsible in society?

Action Phrases

An action phrase is a short, concise phrase that describes what you want someone to do. An action phrase should be clear, specific, and easy to understand.

Every year, marketers are more inventive in how they ask their customers to take action. The following are a few good call-to-action phrases that we can learn from and have a good time doing so. However, if you prefer, I will provide screenshots and takeaways for each, but I will not include the full, text-only list. In general, one CTA is sufficient; however, depending on the importance of the offer, it may be necessary to use more than one CTA. OptinMonster has a Get Started and See All Features call to action that can be found on their website somewhere else. As a word that conveys empathy in a relatable manner, awkward is just as good as struggle; however, the boldness of the call to action stands out. If you write bold, emotional copy, the chances are high that your message will be heard.

Hootsuite had the option of striking a deal with you in order to blow your competitors out of the water on social media. It would be ideal if the call to action could be used in a visual or textual context. It is timeless and effective to say, “see for yourself,” despite being a little bland. The phrase Start the first chapter or Watch the first video could also be used as a supplement. The no button can sometimes prompt a user to press the yes button. It would be advantageous if I stated simply, “No, I do not want to grow my business.” This will convey the company’s value.

Because of its simple addition, “Free” has a prominent place in the copy. When you say “No thanks, I love being exhausted,” you’re more likely to get a sense of entitlement than when you say “I don’t want to increase my energy level.” In honor of National Day of Fun, Trader Joe’s has created a punny phrase with a call to action button . With Really Good Emails’ click it or crickets button, a reader can choose whether or not to accept or reject a newsletter. A good place to start is with a CTA phrase (funny, or clearly not true but funny nonetheless). It’s a little more appropriate to describe cat GIFs on every page as “8 reasons” rather than Cat GIFs on every page. To sell copy, I recommend being succinct and specific in my writing.

When you ask someone to improve your writing, you convey more value than when you ask them to start now or get started now. Take advantage of these call to action phrases if you want to generate more clicks and conversions. As you can see, we’ve already covered a few phrases, but I’ve added a few more.

Persuasive Cta

A persuasive CTA is a call-to-action that is designed to persuade the reader or viewer to take a specific action. This could be anything from signing up for a newsletter to making a purchase. The key to a successful persuasive CTA is to make it as clear and concise as possible, while still providing enough information to convince the reader or viewer to take the desired action.

What Is A Cta Example?

There are numerous examples of this, including “Buy Now” and “Download Now.” A CTA, on the other hand, can run for much longer, such as “Let me know when you’re ready to subscribe so I can keep you up to date on posts.” There are numerous possibilities. It is critical to include a strong call to action (CTA) in order to alleviate the effects of decision fatigue.

What Is Call To Action In Persuasive Writing?

What is a call to action? A call to action, or CTA, is an invitation to take action in response to a specific request. In persuasive writing , you’re likely to hear calls to action. For example, if a brand makes a case in a blog post or video, they’ll include a call to action at the end.

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• Rhetorical Patterns - Persuasion and Argument
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• Rhetorical Patterns

The Rhetorical Patterns -  Organizing Essays for Different Rhetorical Situations

The following pages will provide you with several effective ways of organizing information in your essays. Oftentimes, when you know who your audience is and what your purpose is for writing (which is called your rhetorical situation), you can begin to consider the organization of what is going to be in your paper, how you will introduce your paper, and what to write for your conclusion. The following rhetorical patterns will help you answer these questions.   

Narration   |   Description   |   Process   |   Exemplification   |   Classification   |   Comparison and Contrast Cause and Effect   |   Persuasion and Argument

Persuasion and Argument

What is persuasion and argument? Traditionally, people have called argument any attempt that uses logic to incite a person to take action or to change an opinion or belief. Persuasion is considered to be the same call to action or to change an opinion or belief; but persuasion is a call to action that is based on appealing to emotion and feeling. So the difference between argument and persuasion is the difference between using logic and using emotion. Since most debates involve subjects that are conducive to logic and emotion, most real-life debates contain elements of both logic and emotion.

How do I consider problems with logic?  Some people use faulty logic when they argue. Others will use fairly effective logic, but will ignore the implications of their logic, or they will exclude from consideration certain logical conclusions. Other people may create arguments that seem almost perfect. No matter how an argument is constructed logically or illogically, by understanding the following problems with logic, which are called fallacies, you often will be able to see how people arrive at their proposition, which is the logical conclusion of their argument.

Before we consider the terms of a debate, let’s consider the logical problems, or fallacies, that might be involved in an argument.

Ad hominem: “To the person”: this means that someone ignores the argument itself and verbally attacks the person personally who is making the argument. For example, if someone disagreed with the president’s decision to raise tuition because of a state budget cut, and said, “She’s only raising tuition because she is not smart enough to think of an alternative,” then that person is using an ad hominem attack. Many politicians and commentators on politics favor this kind of fallacy, because it is easier to attack a persona’s credibility than to contend with a person’s ideas.

Ad misericordiam: This fallacy means that someone makes an argument that offers two scenarios, and one of them is inconceivably bad. For example, if someone said that, “Everyone should agree with the idea of war because otherwise this country will fall apart,” then that person is offering a proposition that seems to have as its opposite something that almost everyone would want to avoid. But the idea of the country falling apart is only one alternative to disagreeing with going to war. Weak arguments often use ad misericordiam fallacies because the arguments are hastily constructed of conceived of with an excess of emotions.

Ad populem: This fallacy assumes that if you like a person you will agree with the person’s logic. For example, if someone told you that he had always been a good friend and that was why you should lend him your new car for the weekend, then this person is relying on the relationship, rather than the logic, for you to offer him your car. If he said that he had always taken good care of your car before and you should lend it to him now, he would not be making an ad populem fallacy, though. This fallacy is also closely related to the often-heard parents’ cliché: “Just because everyone jumped off a cliff, you would too, right?”

Argument of the beard: This fallacy is used when a division between two conditions can be ignored or a division between two states is difficult to establish. It’s called the argument of the beard because you could conceivably pluck one hair after another from a beard and never arrive at a specific, perfect point when the beard stopped being a beard, by definition. For example, if someone told you that since even one glass of beer will impair your thinking, you might as well drink a case, then the person would be making an argument of the beard. Since there is no exact point for every single person being impaired by alcohol, and since we have not defined impairment, per se, the point of impairment could be one beer or it could be three beers or it could be a case of beer. The fallacy is here because clearly a case of beer would cause impairment, no matter how it was defined.

Begging the question: This fallacy occurs when evidence supporting the logic of the argument or the proposition creates alternatives to the proposition. For example, if someone tells you that she has a great deal for you, which could make you a two hundred percent return on your investment, and that because the return on your investment is so high you should not even question making the investment, she would be begging the question what risks there were to your investment. Just because the deal she is offering sounds so good, this does not mean that your decision to participate in the deal should be based on the possible two hundred percent return. What she is asking you to do and why she is saying that you should do it are literally begging the question of why you should go along with her. The proposition (that you should go along with her) is not premised on how safe the investment is or how many times she has returned a two hundred percent return to investors; instead the proposition (that you should invest) is premised on what might happen.

A similar fallacy is called ignoring the question , which is slightly different from begging the question by the degree of information offered. If a person tells you that you should make an investment that will probably return two hundred percent profit, then the person is ignoring the question of what other kinds of returns on the investment (or profits) other investments have made, and the person is ignoring what other kinds of profit or loss scenarios exist in the deal.

Circular argument: This fallacy happens when the proposition is based on the premise and/or vice versa. For example, if you are told that the Toyota Corolla is the most popular car in America because so many Americans drive it, then you are not being given any reason or evidence, aside from the proposition (that the Corolla is popular because people drive it) that goes along with the proposition. This fallacy is often easy to locate because everything seems logical enough, but there is no relationship to any external factors.

Generalizations : This fallacy happens often enough because the evidence for an element of the argument is vague, weak, or superficial. For example, the proposition that “It’s a well known fact that democrats cannot be trusted,” is not based on any more evidence than “the well known fact.” Similarly, “He won’t eat it because he hates everything” is a proposition (i.e., he won’t eat it) premised on a vague assertion (i.e., just because he hates everything), which is as likely to be true as it is likely to be false.

New things are always better: This fallacy happens when someone says that something should be done differently because a new idea exists. For example, if a person tells you that he has found a new short cut and you should commute to school by way of his new short cut, then he is making this fallacy. Just because it is a new short-cut does not mean that it is faster than the old short-cut. There is no logical reason or other evidence offered that makes the fact that it is new any reason to change what you are already doing. If the person says that his new short-cut is two miles less than the old short-cut, then he is not making the fallacy. You can spot these fallacies fairly easily (but not all the time: sometimes the new idea seems seductive) because the evidence to do something is because the something is new.

Post hoc, ergo propter hoc (After something, because of something): This fallacy confuses the actual cause or causes for something in favor of a cause or causes that are more readily visible or evident. For example, suppose you came home one evening to find that your apartment or residence hall room had been vandalized and you saw your neighbor outside your door holding one of your possessions. Your neighbor may have well just come along after the vandalism and seen something of yours dropped on the floor outside your doorway and then walked over and found your apartment or residence hall door broken open. Just because something has happened does not mean that something that happened before it caused it, or is even related to it.

Reduce to a binary: This fallacy happens when an argument is offered and there are many options and alternatives available, but the argument is framed as having the proposition and one alternative, generally a really bad alternative. For example, if you say that marijuana should be legalized and your friend Paula counters by saying, “If you legalize marijuana, you might as well legalize heroin and crack,” then Paula is framing the argument as only having two alternatives: leave the law alone or risk chaos by going along with your alternative. When you can counter the alternative with something, generally more moderate, then you have spotted this fallacy.

Weak analogy: This fallacy happens when two things are said to be similar enough to merit their comparison; but the two things are not similar enough for the comparison. For example, if Will tells you that the cafeteria food is garbage, Will’s analogy, no matter how much you both might want to agree, is faulty: food becomes garbage when it is discarded. Food cannot be garbage, by definition. Even if Will says that the cafeteria food smells like garbage, Will is using a weak analogy: anyone who has been close to garbage knows that it smells a lot worse than virtually any cafeteria food. Saying that the cafeteria food smells like garbage, on the other hand, is logical, if the food smells like garbage.

What are some language problems when using arguments and persuasion?

The following problems with words language may help you to identify some kinds of language use in arguments:

• Abstractions are words or terms that have meanings that are created by multiple concepts. For example, the word “honor” is an abstraction created by other words like respect, loyal, devotion, moral/ethical and, depending on its use, other words and terms. When an argument is premised on an abstraction, the argument is built on a term that carries too many possible meanings. Nice, polite, support the troops, protect the family, cut taxes, appeasers, and so on are all abstractions; they carry multiple meanings. Unless abstractions are firmly and clearly defined, their use supporting evidence or the logic of an argument is questionable.
• Biased language consists of words or terms that are used to invalidate another person’s position, proposition, identity, or argument. For example, if someone tells you that young people who hang around somewhere in a group belong to a “gang,” then the biased language (i.e., gang) is likely to cause you to think pejoratively of the young people. Similarly, if someone tells you that students are “kids,” then the biased language reveals the speaker’s belief that students are not really adults, but are closer to children, since “kid” is a term used to indicate an age range between infancy and adulthood. Biased language is often used in conjunction with faulty logic, so as to cover the weaknesses of the logic. Biased language is also very much like ad hominem, ad misericordiam, and ad populem logical problems. All four ignore the argument’s proposition or logic and focus on attacking or weakening an element through dismissal, scorn, or elitism. 
• Terms of art are phrases and words that have been used in so many different contexts that their core meanings have been shattered and the phrase or word means essentially whatever the speaker or writer wants it to mean. Listeners and readers, however, may interpret the term of art by the use of the term in their familiar context. Viable is a word that means many different things in different rhetorical environments—a fetus can be viable, a candidate can have a viable chance to win, and cable is a viable option to satellite television. Similarly, terms of art have similar problems as generalizations, except that terms of art actually have very precise meanings; it’s just that there are too many competing meanings.
• Opinions are fairly easy for most people to define. An opinion is an interpretation that can be rendered by an individual or a group. The problem for opinions in arguments is that occasionally opinions are presented as facts. Opinions sometimes arrive cloaked in certainties. For example, someone can say, “Everyone knows that killing is wrong,” when, in fact, killing during wartime is widely regarded as an essential component of warfare and is not considered to be wrong. Be cautious of truths and facts if they arrive with statements like, “Everyone knows…,” “It is an established fact…,” “Nobody would argue with the fact…” There are appropriate places for opinions in arguments; but only when they are presented as opinions or conjecture.
• Terms with no opposites or undesirable opposites are often common words, like patriotism, community, family, democracy. These words do not normally operate within a system of binaries. These words and terms tend to exclude opposing voices from the debate. Were you to propose that “Family values” creates “community,” you would be invoking two terms that are difficult to oppose. If someone were so inclined, that person could ask the question about people opposed to your proposition: “What kind of person is against family values and communities?” The implication that you could make (by using words that have no opposites or have undesirable opposites) is that this kind of person is immoral, monstrous, and barbaric. Terms such as democracy, freedom, rights, liberty, security are terms without any legitimate opposites or with opposites that are difficult to defend. Clearly, using terms like these as a basis for any argument is using language to exploit weak argument logic.
• Conflations of truths are uses of language that take liberties with the language. While you may think that someone who gave you the wrong change at a restaurant made a mistake, it would be a conflation of the truth to claim that the person who gave me the wrong change was the most ignorant person to ever breathe air. Although most conflations of the truth will be made with far less bombast than my example, be cautious of comparisons that cite everyday trivia and banality and compare them with outrageous events and things.
• Scientific facts would seem to be a safe use of language, one removed from the possible problems of language. However, there are many scientific facts that are contested, even when they seem to be obviously true. Scientists have used different models to predict what would happen in the event of a nuclear tragedy. One model definitively states that the survivors would have to contend with global warming on a massive scale; while another model just as equally proves that survivors would live in a frigid nuclear winter, which would span several decades. Without all the pertinent data, some scientific facts are simply assertions presented as science.

How do I develop a working thesis?

As you consider your argument so far, insure that you keep your focus on the rhetorical situation

A problematic working thesis normally does not take into account either of the previous elements. For example, let’s speculate that you were considering a call for lower tuition. A weak working thesis might look like this:

College tuition just doesn’t seem to get cheaper. 

This working thesis does not contain the call to action, and its language is so imprecise and vague that decisions about what kinds of evidence to use will be difficult to make.

A more focused working thesis might look like this:

Although a college education is a valuable commodity in our society, rising costs are making it difficult for some families to afford to send their kids to college. 

This working thesis would allow you to consider both how a college education is valuable (for example, gathering evidence of what it allows someone to do that another person without a college education might not be able to do), while you focus on the effects of rising tuition for working class and/or middle class families, who can be most effected by rising costs.

How do I narrow my working thesis?

Once you have gathered evidence and support for your working thesis and you have made decisions about how you will present the evidence and support for your intended audience, you will want to sharpen the focus of your working thesis, so that you have a specific thesis or clear main point.

How do I draft an argument thesis?

Remember that you are presenting your subject, your position, and what you want you audience to do in your thesis. While you probably will not articulate each of these three elements in detail, you will certainly want to provide an overview for each of these, since these are the major considerations of your argument.

What kinds of problems are there with an argument thesis?

Insure that your thesis does not:

• Just presents facts and/or analysis
• Neglect to get involved in the debate or argument
• Forget to cause some explicit action >

For example, an ineffective thesis would sound like this:

A college education is one of the most valuable commodities in our society, and, unfortunately, the costs of college keep rising and this harms some families.

This is a not an argument thesis statement, but is rather an expository thesis statement. A better thesis would sound like this:

Since a college education is a valuable commodity in our society and rising costs are making it difficult for some families to afford to send their kids to college, college tuition should be a deductible expense for working and middle class families. 

This thesis now presents two premises—the value of college in society and the risks for society presented by the rising tuition prices—plus, the thesis ends with a call for action (make college tuition a deductible expense for certain taxpayer groups).

How do I organize my evidence and support?

This is a good opportunity to write down the actual steps, or the logic of your argument, so that you can literally see where you are starting your argument and where you are taking your readers. Show how one point leads to the next point. By seeing the logic of the argument, you can also anticipate problems with the logic (see fallacies) and problems with the language (see language problems). Are there implications that you have not considered or terms that need clarification?

Persuasion/Argument Structures: Induction, Deduction, Toulmin, Rogerian

What is an induction argument?

Induction offers information and evidence in such a way that your audience is drawn almost “naturally” and logically” to your proposition. Vital to the success of the induction argument is the strength of the logical connections between the points and premises and between the points and premises and the proposition. Normally an induction pattern uses the following organization:

• An introduction that provides enough information about the subject so that the audience understands where the debate is currently at
• A presentation of evidence that begins with the most easily understood and/or least objectionable points and moves toward the more contentious points and premises, conceding and refuting as necessary
• A conclusion that is the inevitable conclusion given your points and premises (Often the argument thesis, or proposition, is stated for the first time in the conclusion.)

What is a deduction argument?

Deduction relies on a logical statement, called a syllogism, to form its organization. A syllogism is a three-part statement that begins with a generalization, qualifies that generalization for a specific purpose, and reaches a conclusion by comparing the information given in the first two parts. Essentially, a syllogism uses valid statements from one scenario and uses them in other cases. An example of a syllogism would be:

• Generalization: Friends should not gossip about each other. 
• Qualifier: You are my friend.
• Conclusion: Therefore, you should not gossip about me.

While the names of the three parts of the syllogism, and the word syllogism itself, may seem foreign to you; the use of syllogism to make decisions and arrive at conclusions is an everyday practice. You might say, I don’t like bananas, and that yogurt has bananas in it; therefore, I won’t like that yogurt. The main weakness of syllogisms can be found in the generalization. Let’s say that you actually tasted the banana yogurt and found that you enjoyed it. The problem with the syllogism, then, would be the problem with your not liking bananas. Because you are enjoying banana yogurt, you do, in fact, like bananas to a certain extent, and you cannot say definitively that you do not like bananas. Now this is a rather banal and mundane syllogism; but it can be made much more political and socially-relevant.

Normally, a deduction argument uses the elements of the syllogism to form an extended thesis statement at the end of the conclusion, and each of the three elements of the syllogism are then used as the paper’s topic sentences . Many writers return to the syllogism in the conclusion to emphasize its logic and relevance for the context and conditions of the writer’s argument.

What is a Toulmin argument?

The philosopher Stephen Toulmin invented an organizational system for using what he called informal or casual logic. Toulmin’s system relies on the normal uses of dialogue to create an effective argument. Toulmin’s argument structure considers what an audience is likely to accept, what emotions and feelings do to effect the argument, what that audience is likely to do if it accepts the premises and propositions of the argument, and what potential and chance and probability, as opposed to firm truth, will do to cause an audience to accept your proposition.

Normally, a Toulmin argument uses the following organization:

• A Claim for a proposition that is discussed as your belief. You will then explain why your belief is important for the particular audience to consider
• Supporting evidence for your claim
• Warrants or reasons why your audience should accept the supporting evidence, which are normally a part of each presentation of supporting evidence (i.e., the warrants are usually written after the supporting evidence is offered in the body paragraphs)
• Polite concessions and/or civil refutations that acknowledge other arguments but insist on the claim for your argument

What is a Rogerian argument?

You may have encountered debates that pit one side against another side, with little to no ground for any other position. For instance, the death penalty and abortion both have debates that are either/or debates. Other debates, such as Affirmative Action, which has many differing and conflicting aspects, values, facets, and definitions is clearly not an either/or debate. In either/or debates, resolution, victory, or progress often seem to be slowed by the fact that both sides are unwilling to yield any ground in the debate. Both sides have much at stake, whether it is social, financial, or moral, in achieving total victory. One of the problems with trying to join into these either/or debates is the lack of civility and, in some cases, humanity, that either sides practices within the debate. Sometimes the rudeness, hatefulness, and incivility problems involve debates that are not either/or debates.

Psychologist Carl Rogers created a system for joining these either/or debates, so that you can emphasize resolution, agreement, and civility. Rogers hoped that all the participants in debates could respect one another, agree on some basic issues, and all work productively toward a peaceful and harmonious resolution. Rogers was no blind optimist, though; he understood that some debates would never be solved or won, and he hoped that the two sides could live peaceably even though they fundamentally disagreed.

A Rogerian argument uses empathetic listening, which has listeners repeat back to the speakers what they just heard. Instead of disagreeing or agreeing with points or premises, the listener gets involved in a process of negotiation that searches for points and premises of agreement and disagreement; but a system of negotiation that causes no hurt feelings and no uncivil tones and attitudes. A Rogerian argument often has no obvious winner or loser in a debate. By searching for the disagreements and agreements, both parties usually gain an understanding of each other that enables them to appreciate the other party and, Rogers hoped, to negotiate a middle ground or moderate position that would be acceptable to both. At the least, Rogers hoped that even if nobody won, lost, or even negotiated a settlement in the debate, the participants would learn to value the people involved in the debate as equal human beings with the same core values of compassion and understanding.

A Rogerian argument is normally organized much like a Toulmin argument, except that when the Toulmin argument would anticipate and then concede and/or refute an opposing perspective, a Rogerian argument would acknowledge and make accommodations for these points and premises. A Rogerian argument normally is organized like this: 

• A Claim , which is often articulated as your belief but is qualified as being a claim that many other people might not agree with. Any shared points and premises are normally articulated so that your readers will accept you as someone who will respect their opinions and propositions within the debate. As you discuss other opinions and propositions within the debate, be as honest, respectful, and objective as possible, using neutral and non-emotional language. (See the Problems with Language above for further guidance in what to avoid.)
• Supporting evidence for your claim that is presented in ways that avoid language problems. If needed, explain the context or background for your claim.
• Civil concessions for the existence and value of other points and premises that do not subordinate these points and premises.
• Concluding remarks that discuss in honest and respectful ways other propositions and conclusions. You must strive to make your audience feel as if their argument has a valid right to exist, even if you disagree with it. These remarks should also validate the presence of other people in the debate, no matter your difference with their opinions and feelings.

study guides for every class

That actually explain what's on your next test, call to action, from class:.

A call to action is a persuasive statement that encourages the audience to take a specific action or change their behavior. It often serves as a powerful concluding element that motivates readers or listeners to engage further with the content, whether that's by taking steps toward a solution, reflecting on a particular issue, or making a decision. It's essential in guiding the audience toward desired outcomes and plays a critical role in effective communication across various forms of writing and speaking.

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5 Must Know Facts For Your Next Test

• A call to action can take various forms, including asking questions, urging immediate action, or proposing specific steps the audience can take.
• In informative essays, a call to action is often used at the end to prompt the reader to think critically about the information presented and consider applying it in real life.
• For cause and effect essays, a call to action highlights the consequences of inaction, urging the audience to recognize the importance of addressing an issue.
• Effective calls to action are clear, concise, and relatable, making them accessible and compelling for the audience.
• In speeches, a strong call to action can be the difference between merely informing the audience and inspiring them to take concrete steps towards change.

Review Questions

• A call to action enhances persuasive writing by providing clear direction on what the audience should do next. It not only reinforces the main argument but also encourages active participation from the audience. By prompting readers or listeners to engage with the material on a deeper level, it transforms passive consumption into an active response, thereby solidifying the message's impact.
• In informative essays, a call to action serves as a conclusion that encourages readers to reflect on the information they've learned and consider how it applies to their lives. In contrast, in cause and effect essays, it emphasizes the urgency of addressing identified issues and highlights potential consequences of inaction. Both types use calls to action to motivate audiences, but their focus differs based on the purpose of the essay.
• Different styles of calls to action can significantly influence audience engagement depending on whether they are delivered in speeches or written essays. In speeches, dynamic and emotionally charged calls can create an immediate connection with listeners, prompting spontaneous reactions or commitments. In written essays, calls to action tend to be more reflective and often require readers to consider their responses after digesting the content. The effectiveness of each style depends on context; engaging speeches may rely on vocal tone and body language, while written pieces benefit from clarity and persuasive language that encourages thoughtful consideration.

Related terms

Persuasion : The process of convincing someone to believe or do something through reasoning or emotional appeal.

Thesis Statement : A concise summary of the main point or claim of a piece of writing, which is often reinforced by calls to action.

Audience Engagement : The act of capturing and holding the attention of the audience through interactive or compelling content, often enhanced by a strong call to action.

" Call to Action " also found in:

Subjects ( 110 ).

• 2D Animation
• Advanced Editorial Design
• Advanced Film Writing
• Advanced Media Writing
• Advanced Public Speaking
• Advertising Copywriting
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• Business Communication
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• Business Networking
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