Welcome to the YouTube Scriptwriting Newsletter!

In today’s edition:

• Why your Call-To-Action (CTA) could make or break your video?

• The Anatomy of a High-Converting CTAs

• The biggest mistakes YouTubers make when writing CTAs

Deep Dive

How to Craft High-Converting Call-To-Actions for Your YouTube Videos

The Call-To-Action is a prompt at the end of the video to get the viewer to take what action you want them to take.

It is the last thing that your viewer sees before leaving your video.

There are 3 types of CTAs:

• CTA to watch another video

• CTA to like and subscribe

• CTA to your offer

Here’s how to decide which CTA to use for your video

CTA to Watch Another Video

This is the most common type of CTA.

And every single video that you make should do a CTA to another video on your channel.

When you direct them from one video to another, your channel gets a boost in watch time.

And the viewers spend more time with you, thereby building more trust and familiarity with you.

It takes 7 hours of content to convert a cold prospect to a paying customer.

The CTA can accelerate that.

Assuming a viewer follows every single CTA, and your videos have a CTA to each other, you create a spider web where once you catch a viewer, they immediately consume all of your content.

CTA to Another Video Example

This CTA is for a video titled: How to send 1,000 cold emails every day (simple tutorial)

“So that’s exactly how you can send 1,000 cold emails every single day on autopilot.

But there’s something that I didn’t tell you at the start of this video. Everything that I just told you is completely useless. IF you don’t know how to use it to make money for your business.

Click on this video (points to top right) if you want to learn how to get clients with cold email in 2024. I’ll see you in the next one.”

Notice how I didn’t just tell them to click the next video.

I hooked them in first, gave them a good reason to keep watching, and then pitched the next video as the solution to their knowledge gap.

Adding a little attention to detail like this could increase your CTA conversions by 50%.

CTA to Like and Subscribe

This is the 2nd most common CTA.

99% of YouTubers will use this CTA when they want to build the brand of the channel.

But the best way to build your brand is by having your viewers consume your other videos on your channel and spend more time with you.

That being said, this CTA is still suitable if it is your first video on your channel or you are optimized for subscriber growth.

Also, this CTA should only appear at the end of the video.

Asking for a subscribe at the start or in the middle without delivering full value to the viewer would result in lower conversions.

CTA to Like and Subscribe Example

“Thanks for watching till the end. Be sure to drop a like and subscribe if you enjoyed this video.”

Keep it short and sweet.

Don’t come off as needy.

CTA to Your Offer

Your channel is a great place to sell products that you have.

And the best way to build awareness is to let your audience know about your offer at the end of the video.

You are not allowed to do a CTA to your offer at the end of EVERY video.

You would need to give a tonne of value in the form of a full in-depth tutorial or a full breakdown before you can ask something from your audience.

Otherwise, you’d look like a complete sellout.

You don’t want to just tell them to go and book a call with your business.

You want to hook them in and sell them on the idea of working with you.

Create a logical path for them to work with you given the amount of work they have to put in.

CTA to Your Offer Example

Let’s use the same title as before.

“So that is a full tutorial on how to get start signing clients with cold email.

No doubt, you can take everything that I have explained in this video and start running your own cold email campaigns and you’d probably never have to worry about when you’ll get your next client ever again.

But the truth is, it is much easier said than done. There is much more to getting clients from cold email than just this.

You have to make sure that your cold email copy resonates with your target customer, inbox is constantly managed so leads don’t fall through the cracks and that you pick the right strategy for your specific business and offer.

And if at any stage you make a mistake, your whole campaign is toast.’

Only then do you transition to pitching your offer.