A call to action is the part of a message that names the specific behavior the audience is asked to perform. A label alone does not suffice: the requested step has to be visible, understandable, credible, proportionate and feasible, and surrounding friction can defeat it.
- Entry typeKey concept
- Category of its source unitAnalytical Frameworks, Typologies & Heuristics
- DomainPersuasion & Argument
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Analytical Frameworks, Typologies & Heuristics
Organizes dimensions, distinctions, types or questions so that a situation can be examined systematically. A framework supplies structure, a typology distinguishes forms, and a heuristic offers a usable way to orient judgment.