End Ads By Illustrating the Next Step

Rather than ask viewers to perform a call-to-action, show a visible example of this action.

Nick Kolenda
Updated on
End of commercial with cursor clicking sign up button

People are more likely to perform behaviors if they can imagine themselves doing it (see my book Imagine Reading This Book).

Therefore, insert this mental imagery into their brain. Want customers to...

  • ...sign up? Show a cursor clicking the sign-up button.
  • ...leave a review? Show a review being posted to Yelp.
  • ...share on social media? Show a message on Facebook.
  • ...visit your site? Show your URL being typed into a browser.

Viewers misattribute this mental imagery with a desire: Hmm, how much work will this be? I can see myself doing it, so it shouldn’t take long.