A call to action (CTA) is a marketing term for any design that prompts an immediate response or encourages an immediate sale). It is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today"). CTAs can be incorporated into sales scripts, advertising messages, or web designs). They can be a simple non-demanding request like "choose a color" or "watch this video", or a much more demanding request like "purchase a product" or "provide personal details and contact information". CTAs can be soft, encouraging a next step, or hard, encouraging a final step, often a purchase. The key to a powerful call to action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions). CTAs can be in the form of a digital image that encourages a lead to move closer towards making a purchase, such as "Click here," "Download Now," and "Learn More". CTAs can be used on all types of marketing materials and on every platform, including PPC ads, landing pages, websites, blogs, newsletters, emails, and more. The CTA should be easy to recognize and often appears as a button that directs the reader straight to a landing page or a sales page.