A call to action (CTA) in a speech is not merely a suggestion or a “nice-to-have.” It’s a crucial element that can transform a mundane speech into a potent and persuasive tool. It’s the verbal equivalent of pointing and saying, “This way!”
Imagine, if you will, the famous “Ask not what your country can do for you…” speech by John F. Kennedy. It wouldn't have had the same impact without the powerful 'Ask what you can do for your country.' This was Kennedy's CTA, compelling listeners to action and thought.
The Power of a CTA
CTAs in speeches are instrumental in moving your audience from passive listeners to active participants. They nudge your audience to take a specific action, think a certain way, or adopt a particular mindset.
When used effectively, a CTA can help you achieve your speech’s objective, whether that’s increasing awareness, driving a policy change, or generating sales.
CTAs for Different Speech Types
Inspirational Speeches: These are about stirring up emotions and driving action. Here, CTAs often involve sorts of commitments like, "Promise to yourself that you'll strive for excellence."
Informative Speeches: These speeches aim to educate. CTAs might encourage further learning, like advising listeners to "Research this topic deeper to understand its nuances."
Effective CTA Examples
Steve Jobs, in one of his now-famous Apple keynotes, ended with, “There’s an old saying that to innovate you have to destroy the old to make way for the new. We at Apple are inspired by this saying because it’s the only way we feel we can truly help you moving forward.” This was a powerful CTA that spoke directly to the heart of his audience.
A lot of politicians use CTAs when concluding their speeches. Martin Luther King Jr.'s "I Have a Dream" speech ended with, "When we let freedom ring, when we let it ring from every village and every hamlet, from every state and every city, we will be able to speed up that day when all of God's children, black men and white men, Jews and Gentiles, Protestants and Catholics, will be able to join hands and sing in the words of the old Negro spiritual: Free at last! Free at last! Thank God Almighty, we are free at last." The echo of that final line still inspires today.
Crafting a Compelling CTA
A compelling CTA is not just about the words, but also about tone, body language, and timing. It should be clear, concise, and actionable. It should resonate with your audience, touching their emotions.
Remember, the goal is not to bark orders at your audience, but to inspire them to take action. Make sure your CTA is relevant to your speech’s objective and your audience’s needs.
Tips for Effective CTAs
Personalize it: Use inclusive language like “We,” “Let’s,” or “Your thoughts.”
Use Imperatives: The CTA should be a command, not a request (e.g., "Go vote," not "Consider voting").
Be Specific: The action should be clear. Vague CTAs won’t yield results (e.g., "Do something about climate change," is unclear; "Plant 10 trees this month," is specific).
Finally, remember that a CTA culminates in a powerful speech, but it's the start of a new journey for your audience. So, leave them with a vision of success and the desire to make that vision a reality. As you wrap up, say something like, "So, let's make this vision a reality. Let's do this, together."