Introduce the topic.
Provide background information.
Present the thesis statement or main argument.
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An argumentative essay presents a specific claim or argument and supports it with evidence and reasoning. Here’s an outline for an argumentative essay, along with examples for each section: 3
1. Introduction :
Example: “Did you know that plastic pollution is threatening marine life at an alarming rate?”
Example: “Plastic pollution has become a global environmental concern, with millions of tons of plastic waste entering our oceans yearly.”
Example: “We must take immediate action to reduce plastic usage and implement more sustainable alternatives to protect our marine ecosystem.”
2. Body Paragraphs :
Example: “The first step towards addressing the plastic pollution crisis is reducing single-use plastic consumption.”
Example: “Research shows that plastic straws alone contribute to millions of tons of plastic waste annually, and many marine animals suffer from ingestion or entanglement.”
Example: “Some argue that banning plastic straws is inconvenient for consumers, but the long-term environmental benefits far outweigh the temporary inconvenience.”
Example: “Having addressed the issue of single-use plastics, the focus must now shift to promoting sustainable alternatives.”
3. Counterargument Paragraph :
Example: “While some may argue that individual actions cannot significantly impact global plastic pollution, the cumulative effect of collective efforts must be considered.”
Example: “However, individual actions, when multiplied across millions of people, can substantially reduce plastic waste. Small changes in behavior, such as using reusable bags and containers, can have a significant positive impact.”
4. Conclusion :
Example: “In conclusion, adopting sustainable practices and reducing single-use plastic is crucial for preserving our oceans and marine life.”
Example: “It is our responsibility to make environmentally conscious choices and advocate for policies that prioritize the health of our planet. By collectively embracing sustainable alternatives, we can contribute to a cleaner and healthier future.”
A claim is a statement or proposition a writer puts forward with evidence to persuade the reader. 4 Here are some common types of argument claims, along with examples:
Understanding these argument claims can help writers construct more persuasive and well-supported arguments tailored to the specific nature of the claim.
If you’re wondering how to start an argumentative essay, here’s a step-by-step guide to help you with the argumentative essay format and writing process.
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Here are eight strategies to craft a compelling argumentative essay:
Let’s consider a sample of argumentative essay on how social media enhances connectivity:
In the digital age, social media has emerged as a powerful tool that transcends geographical boundaries, connecting individuals from diverse backgrounds and providing a platform for an array of voices to be heard. While critics argue that social media fosters division and amplifies negativity, it is essential to recognize the positive aspects of this digital revolution and how it enhances connectivity by providing a platform for diverse voices to flourish. One of the primary benefits of social media is its ability to facilitate instant communication and connection across the globe. Platforms such as Facebook, Twitter, and Instagram break down geographical barriers, enabling people to establish and maintain relationships regardless of physical location and fostering a sense of global community. Furthermore, social media has transformed how people stay connected with friends and family. Whether separated by miles or time zones, social media ensures that relationships remain dynamic and relevant, contributing to a more interconnected world. Moreover, social media has played a pivotal role in giving voice to social justice movements and marginalized communities. Movements such as #BlackLivesMatter, #MeToo, and #ClimateStrike have gained momentum through social media, allowing individuals to share their stories and advocate for change on a global scale. This digital activism can shape public opinion and hold institutions accountable. Social media platforms provide a dynamic space for open dialogue and discourse. Users can engage in discussions, share information, and challenge each other’s perspectives, fostering a culture of critical thinking. This open exchange of ideas contributes to a more informed and enlightened society where individuals can broaden their horizons and develop a nuanced understanding of complex issues. While criticisms of social media abound, it is crucial to recognize its positive impact on connectivity and the amplification of diverse voices. Social media transcends physical and cultural barriers, connecting people across the globe and providing a platform for marginalized voices to be heard. By fostering open dialogue and facilitating the exchange of ideas, social media contributes to a more interconnected and empowered society. Embracing the positive aspects of social media allows us to harness its potential for positive change and collective growth.
Writing a winning argumentative essay not only showcases your ability to critically analyze a topic but also demonstrates your skill in persuasively presenting your stance backed by evidence. Achieving this level of writing excellence can be time-consuming. This is where Paperpal, your AI academic writing assistant, steps in to revolutionize the way you approach argumentative essays. Here’s a step-by-step guide on how to use Paperpal to write your essay:
Paperpal not only simplifies the essay writing process but also ensures your argumentative essay is persuasive, well-structured, and academically rigorous. Sign up today and transform how you write argumentative essays.
The length of an argumentative essay can vary, but it typically falls within the range of 1,000 to 2,500 words. However, the specific requirements may depend on the guidelines provided.
You might write an argumentative essay when: 1. You want to convince others of the validity of your position. 2. There is a controversial or debatable issue that requires discussion. 3. You need to present evidence and logical reasoning to support your claims. 4. You want to explore and critically analyze different perspectives on a topic.
Argumentative Essay: Purpose : An argumentative essay aims to persuade the reader to accept or agree with a specific point of view or argument. Structure : It follows a clear structure with an introduction, thesis statement, body paragraphs presenting arguments and evidence, counterarguments and refutations, and a conclusion. Tone : The tone is formal and relies on logical reasoning, evidence, and critical analysis. Narrative/Descriptive Essay: Purpose : These aim to tell a story or describe an experience, while a descriptive essay focuses on creating a vivid picture of a person, place, or thing. Structure : They may have a more flexible structure. They often include an engaging introduction, a well-developed body that builds the story or description, and a conclusion. Tone : The tone is more personal and expressive to evoke emotions or provide sensory details.
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What if I say, “Subscribe to our email newsletter at the end of the article?” Probably, you’ll skip it and forget when reaching the subscription button. Why? Because a compelling call to action is not only about using action words. CTAs should appear at the right place and contain the right words to lead to conversion.
A CTA is a suggestion to people to perform a certain action: subscribe, download an ebook, schedule a call, etc. Website owners place them in various parts of the page, depending on the goals, such as:
How should you arrange CTAs to encourage the audience to do what’s expected? This post will enumerate some helpful tips for successful call-to-action writing and show real-world examples from various spheres.
Image credit: Freepik
Choose the right action verb.
CTAs usually appear precisely at the end of the message. It’s the last opportunity to reach out to consumers and point them in the right direction on their purchase journey. Where can you see them? On buttons, ads, banners, pop-ups, slide-ins, or at the end of videos. In any case, you have limited space for them. That’s why the CTA should be short, concise, and punchy.
Use a command verb at the beginning of the CTA copy. Compare the following variants and think of what will be more effective:
The first option is the clear winner because it tells the audience what to do. Remember that a strong call to action eliminates as much thought as possible. Choose the needed verb to match your situation and purpose, such as:
Another crucial component of call-to-action writing is power words . These are words that appeal to emotions and trigger the desire to click. While action verbs tell readers what to do and what will happen after clicking a link, power words subtly nudge people to the desired page. They rely on people’s emotions as a motivation to proceed, such as:
A strong CTA is the one people feel , not just comprehend. For example, “Secure your spot for the concert of a lifetime now,” will elicit a different response from viewers than, “Get your tickets for the concert now!” due to phrases like “lifetime” and “secure”. Another way to evoke enthusiasm is to leverage punctuation like an ellipsis or an exclamation mark.
As most purchases are emotional rather than rational, another motivator can be a fear of missing out (FOMO). It’s one of the most widely-used tactics in e-commerce, where sellers show the number of remaining goods or the time left until the discount expires. So you can do it in the CTA.
The more people think, the less likely they will buy, remember? A sense of urgency/scarcity encourages people to act without much consideration. You can also find FOMO in social proof. If someone uses this product or service, others will be interested in joining the crowd. You can employ this idea in the CTA. Find a problem that your audience is experiencing. Emphasize it, show people they are not alone, and provide a solution.
There is hardly anything more persuasive than a benefit . It works as simply as suggesting some perks for clicking the button. In other words, what are consumers going to gain from it? Will it enable people to perform their jobs more effectively, get in shape, or save money? You can add a tangible benefit like a discount or promotion. To show readers the value of clicking, start the CTA with words like “save” or “redeem” like “Save 15% by calling today!”
Or you can combine a USP and CTA in a single statement to persuade potential customers to take action. By highlighting what makes your product or service unique and motivating the user to take a specific action in line with that USP, you can increase the chances of converting them into leads or customers. Here’s an example of a USP/CTA mash-up:
“Get the best deals on luxury vacations - Book now and save 50%!”
Here you mention the action you expect users to perform (“ book now” ) and bring up a reason to do it ( “save 50%” ).
Personalization is one of the easiest ways to elicit emotions. It shows users that you value them and take a genuine interest in guiding them through the purchase journey smoothly. That’s why personalized CTAs can be so effective. According to Hubspot, tailored CTAs outperform standard CTAs by 202% .
Suppose a new website visitor, John, adds some products to the cart but leaves without buying them. You can show an exit-intent pop-up before he closes the tab with a personalized advertising call to action, such as: “John, get 10% off your first purchase! Plus, free shipping on orders over $50. Shop now and start saving!”
But if it was your existing customer, Rebecca, you could show her another pop-up, such as: “Welcome back, Rebecca! As a valued customer, we’d like to offer you 15% off your next purchase. Take advantage of this exclusive offer by making your purchase right away!”
Consider your audience when crafting your message, and address them specifically. You can segment people by age, gender, profession, level of proficiency in using your software, and other traits to offer the most relevant products and services.
Apart from writing a tailored message in your CTA, personalization can also be achieved by using new tools for sales documents creation. If you go with an interactive sales deck or proposal, you can add an impactful CTA by embedding your own calendar in the message, so that your potential customer can book their next meeting simply by reading your proposal.
Numbers catch the readers’ attention because they stand out on the page with text. So it’s another way to persuade people to click. Numbers also provide information that audiences want, like phone numbers, pricing, or advantages. For example, “Learn a new language in just 30 days with our intensive course.” It’s easy to spot the numbers, so viewers will immediately grasp the possible advantages of responding to your CTA.
You can also include a price in the ad copy and CTA. Why should you do it? On the one hand, you may scare away users from clicking the button and reading more about the product. On the other, if people deliberately respond to the ad knowing about your pricing, it shows their interest in the offer. It reduces the chances of bouncing from the landing page, increasing the return on ad spend.
Calls to action are tricky since you won’t know how effective they are until you put them to the test in real life. An idea that seems terrific on paper may not work well in practice. Thus, you need to understand why the CTA performs poorly and what doesn’t appeal to viewers. But how do you determine the need to change something? Through A/B testing.
A CTA is one of the most accessible and suitable page elements for the A/B test. A small change in word choice can have a significant impact. A/B testing lets you find the best option not only in terms of wording but also in placement, colors, size, etc.
Now that we know the best practices for organizing CTAs, let’s examine how different companies do it. We’ll analyze call-to-action examples of online stores, SaaS companies, and nonprofit organizations.
Screenshot taken on the official Converse website
The first example under consideration is from Converse, a renowned lifestyle brand. The company uses several tips mentioned above:
Screenshot taken on Ulster Weavers
In this example from Ulster Weavers, we see the emphasis on FOMO. The bag is at a lower price, but only one item is available, so the retailer leaves us less time to think but to click the “Add to Cart” or “Buy it now” button.
Screenshot taken on the official Kusmi Tea website
Kusmi Tea decided to play with words and use the CTA “Enjoy now” instead of a basic “Click here” or “Shop now”. Don’t be afraid to get creative, as Kusmi Tea does in this screenshot. You can also notice that there is a lot of space around the button. This trick and the contrasting black color on the orange background make the CTA more visible.
Screenshot taken on the official Salesforce website
Here we can see several CTAs. Salesforce directs the viewer’s attention to them in the following ways:
Screenshot taken on the official Time Doctor website
When adding creativity to your CTA, be careful with misleading users. For example, the screenshot from Time Doctor illustrates two CTAs on the exit-intent pop-up:
Unfortunately, they lack information about what will happen after choosing each. While you may guess the second button will close the pop-up, the first one may be confusing. Will I schedule a call, download the app, or get to the checkout page? No idea.
Screenshot taken on the official Exabytes website
This screenshot from Exabytes demonstrates a personalized approach. The CTA contains a personal pronoun, “My”, creating a sense of ownership and exclusivity in the customer’s mind.
Elevation church.
Screenshot taken from the newsletter from the official Elevation Church website
It’s an email from Elevation Church. We can see that the organization displayed creativity in its “READY. SET. SHOP” advertising call to action. What may be the reason for that? It can be a powerful way to reach younger generations and differentiate an email from other generic promotions.
Screenshot taken on the official African Wildlife Foundation website
Another nonprofit with impactful calls to action is African Wildlife Foundation. They are one of the first things you notice on the page. CTAs are concise and inspire supporters to learn more about the organization or donate immediately.
Calls to action are indispensable elements of web forms , ad campaigns, emails, and social media content. What are the tips for designing them? We’ve looked at the top seven strategies, including:
These tips will help you amplify your conversion rates and find the key to your audience.
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In a bustling university town, there lived a student named Alex. Popular for creativity and wit, one challenge seemed insurmountable for Alex– the dreaded argumentative essay!
One gloomy afternoon, as the rain tapped against the window pane, Alex sat at his cluttered desk, staring at a blank document on the computer screen. The assignment loomed large: a 350-600-word argumentative essay on a topic of their choice . With a sigh, he decided to seek help of mentor, Professor Mitchell, who was known for his passion for writing.
Entering Professor Mitchell’s office was like stepping into a treasure of knowledge. Bookshelves lined every wall, faint aroma of old manuscripts in the air and sticky notes over the wall. Alex took a deep breath and knocked on his door.
“Ah, Alex,” Professor Mitchell greeted with a warm smile. “What brings you here today?”
Alex confessed his struggles with the argumentative essay. After hearing his concerns, Professor Mitchell said, “Ah, the argumentative essay! Don’t worry, Let’s take a look at it together.” As he guided Alex to the corner shelf, Alex asked,
Table of Contents
The professor replied, “An argumentative essay is a type of academic writing that presents a clear argument or a firm position on a contentious issue. Unlike other forms of essays, such as descriptive or narrative essays, these essays require you to take a stance, present evidence, and convince your audience of the validity of your viewpoint with supporting evidence. A well-crafted argumentative essay relies on concrete facts and supporting evidence rather than merely expressing the author’s personal opinions . Furthermore, these essays demand comprehensive research on the chosen topic and typically follows a structured format consisting of three primary sections: an introductory paragraph, three body paragraphs, and a concluding paragraph.”
He continued, “Argumentative essays are written in a wide range of subject areas, reflecting their applicability across disciplines. They are written in different subject areas like literature and philosophy, history, science and technology, political science, psychology, economics and so on.
Alex asked,
The professor answered, “Argumentative essays are often assigned in academic settings, but they can also be written for various other purposes, such as editorials, opinion pieces, or blog posts. Some situations to write argumentative essays include:
In school or college, teachers may assign argumentative essays as part of coursework. It help students to develop critical thinking and persuasive writing skills .
Argumentative essays can serve as the basis for debates or discussions in academic or competitive settings. Moreover, they provide a structured way to present and defend your viewpoint.
Newspapers, magazines, and online publications often feature opinion pieces that present an argument on a current issue or topic to influence public opinion.
In government and policy-related fields, argumentative essays are used to propose and defend specific policy changes or solutions to societal problems.
Before delivering a persuasive speech, it’s common to prepare an argumentative essay as a foundation for your presentation.
Regardless of the context, an argumentative essay should present a clear thesis statement , provide evidence and reasoning to support your position, address counterarguments, and conclude with a compelling summary of your main points. The goal is to persuade readers or listeners to accept your viewpoint or at least consider it seriously.”
Handing over a book, the professor continued, “Take a look on the elements or structure of an argumentative essay.”
An argumentative essay comprises five essential components:
Claim in argumentative writing is the central argument or viewpoint that the writer aims to establish and defend throughout the essay. A claim must assert your position on an issue and must be arguable. It can guide the entire argument.
Evidence must consist of factual information, data, examples, or expert opinions that support the claim. Also, it lends credibility by strengthening the writer’s position.
Presenting a counterclaim demonstrates fairness and awareness of alternative perspectives.
After presenting the counterclaim, the writer refutes it by offering counterarguments or providing evidence that weakens the opposing viewpoint. It shows that the writer has considered multiple perspectives and is prepared to defend their position.
The format of an argumentative essay typically follows the structure to ensure clarity and effectiveness in presenting an argument.
Here’s a step-by-step guide on how to write an argumentative essay:
Remember that the specific requirements for formatting an argumentative essay may vary depending on your instructor’s guidelines or the citation style you’re using (e.g., APA, MLA, Chicago). Always check the assignment instructions or style guide for any additional requirements or variations in formatting.
Did you understand what Prof. Mitchell explained Alex? Check it now!
Prof. Mitchell continued, “An argumentative essay can adopt various approaches when dealing with opposing perspectives. It may offer a balanced presentation of both sides, providing equal weight to each, or it may advocate more strongly for one side while still acknowledging the existence of opposing views.” As Alex listened carefully to the Professor’s thoughts, his eyes fell on a page with examples of argumentative essay.
Alex picked the book and read the example. It helped him to understand the concept. Furthermore, he could now connect better to the elements and steps of the essay which Prof. Mitchell had mentioned earlier. Aren’t you keen to know how an argumentative essay should be like? Here is an example of a well-crafted argumentative essay , which was read by Alex. After Alex finished reading the example, the professor turned the page and continued, “Check this page to know the importance of writing an argumentative essay in developing skills of an individual.”
After understanding the benefits, Alex was convinced by the ability of the argumentative essays in advocating one’s beliefs and favor the author’s position. Alex asked,
Prof. Mitchell answered, “Argumentative essays differ from other types of essays primarily in their purpose, structure, and approach in presenting information. Unlike expository essays, argumentative essays persuade the reader to adopt a particular point of view or take a specific action on a controversial issue. Furthermore, they differ from descriptive essays by not focusing vividly on describing a topic. Also, they are less engaging through storytelling as compared to the narrative essays.
Alex said, “Given the direct and persuasive nature of argumentative essays, can you suggest some strategies to write an effective argumentative essay?
Turning the pages of the book, Prof. Mitchell replied, “Sure! You can check this infographic to get some tips for writing an argumentative essay.”
As days turned into weeks, Alex diligently worked on his essay. He researched, gathered evidence, and refined his thesis. It was a long and challenging journey, filled with countless drafts and revisions.
Finally, the day arrived when Alex submitted their essay. As he clicked the “Submit” button, a sense of accomplishment washed over him. He realized that the argumentative essay, while challenging, had improved his critical thinking and transformed him into a more confident writer. Furthermore, Alex received feedback from his professor, a mix of praise and constructive criticism. It was a humbling experience, a reminder that every journey has its obstacles and opportunities for growth.
An argumentative essay can be written as follows- 1. Choose a Topic 2. Research and Collect Evidences 3. Develop a Clear Thesis Statement 4. Outline Your Essay- Introduction, Body Paragraphs and Conclusion 5. Revise and Edit 6. Format and Cite Sources 7. Final Review
One must choose a clear, concise and specific statement as a claim. It must be debatable and establish your position. Avoid using ambiguous or unclear while making a claim. To strengthen your claim, address potential counterarguments or opposing viewpoints. Additionally, use persuasive language and rhetoric to make your claim more compelling
Starting an argument essay effectively is crucial to engage your readers and establish the context for your argument. Here’s how you can start an argument essay are: 1. Begin With an Engaging Hook 2. Provide Background Information 3. Present Your Thesis Statement 4. Briefly Outline Your Main 5. Establish Your Credibility
The key features of an argumentative essay are: 1. Clear and Specific Thesis Statement 2. Credible Evidence 3. Counterarguments 4. Structured Body Paragraph 5. Logical Flow 6. Use of Persuasive Techniques 7. Formal Language
An argumentative essay typically consists of the following main parts or sections: 1. Introduction 2. Body Paragraphs 3. Counterargument and Rebuttal 4. Conclusion 5. References (if applicable)
The main purpose of an argumentative essay is to persuade the reader to accept or agree with a particular viewpoint or position on a controversial or debatable topic. In other words, the primary goal of an argumentative essay is to convince the audience that the author's argument or thesis statement is valid, logical, and well-supported by evidence and reasoning.
Great article! The topic is simplified well! Keep up the good work
Excellent article! provides comprehensive and practical guidance for crafting compelling arguments. The emphasis on thorough research and clear thesis statements is particularly valuable. To further enhance your strategies, consider recommending the use of a counterargument paragraph. Addressing and refuting opposing viewpoints can strengthen your position and show a well-rounded understanding of the topic. Additionally, engaging with a community like ATReads, a writers’ social media, can provide valuable feedback and support from fellow writers. Thanks for sharing these insightful tips!
wow incredible ! keep up the good work
I love it thanks for the guidelines
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What comes to mind when I try to think of a powerful CTA (call to action) is the one my dad expertly executed by bellowing at me daily to get a job . Fresh from a college experience that promised the world but mainly delivered a mountain of student debt, I was under the assumption that adulthood was supposed to be full of quirky adventures and unexpected meet-cutes, not unsolicited career advice from a man who still struggles to connect to Bluetooth.
Eventually, his CTA successfully motivated me to become a productive member of society. And that's the power of a compelling CTA—it jolts you out of your passiveness and into action. In my case, I got a job despite a lifelong belief that work is something to avoid unless absolutely necessary. (Look at me now, Dad!)
Just as personal CTAs can lead to transformative life decisions, marketing CTAs have the potential to significantly impact user engagement and conversion. Want to craft your own magnetic calls to action? Keep reading for tips and examples of what makes great CTAs, well, great.
Table of contents:
A call to action (CTA) is a prompt or message, typically formatted as a button or link, that encourages the audience to take a specific and immediate action.
CTAs are commonly used in marketing and sales contexts to guide users toward the next step in their journey, whether that's purchasing a product, signing up for a newsletter, or forwarding that chain email to all of their friends to avoid eight years of bad luck. Some common call to action examples include:
Add to cart
Here's a primer on some of the most common CTA types.
|
|
|
|
---|---|---|---|
| Encourages users to fill out a form, providing their information for various purposes | Contact page, request for quote page, or as part of lead generation forms | "Get a free quote" |
| Invites users to explore further content by clicking on a link or button | End of blog posts, related articles sections, or teasers | "Want to learn more? Click here to read the full article" |
| Directs users to a page or section highlighting the key features of a product or service | Homepage, product pages, or service descriptions | "Discover the key features that make our new smartphone stand out" |
| Encourages users to share content or products on their social media platforms | Near the content being shared, such as articles, images, or videos | "Share this amazing deal on Facebook" |
| Guides potential customers toward making a purchase after they've shown interest or engaged with your content | Product pages, shopping carts, or as part of drip marketing campaigns | "Add to cart and enjoy 20% off your first purchase" |
| Used to seal the deal or complete a transaction, often found in the final steps of the checkout process | Product pages, checkout pages, or limited-time offer banners | "Limited stock available. Buy now to secure your item!" |
| Promotes an upcoming event and encourages users to register or learn more about it | Event's landing page, email invitations, or display banners | "Register for our webinar" |
| Suggests other relevant content to keep users engaged and exploring your website | End of articles, blog posts, or in related articles sections | "Explore more on this topic" |
The effectiveness of a CTA depends on its copy, design, placement, and relevance to the user. For example, depending on your audience, the phrase "Snag your copy" might resonate with a larger group than something more generic, like "Download now." Or, if someone visiting your e-Commerce store is a first-time browser, they're likely not ready to click "Buy now." But they might be curious enough to click "Learn more."
Identify which action(s) will bring the most value to your business, then use your CTA to steer users in the right direction.
Calls to action are important because they give your audience a clear sense of direction. Instead of wondering what to do now that they've clicked through every angle of a model wearing a denim jacket they think would look good on them, the "Add to cart" button gently nudges them one step closer to a sale.
But there's an art to writing a compelling CTA. Too pushy and you'll drive visitors away; too casual and your visitors might not be compelled to take immediate action. You need to strike the right balance for your audience.
Let's dissect some real-life CTA examples to learn how to use strategic copy, design, and placement to transform an ordinary CTA into a magnetic, can't-resist-clicking force.
CTA placement: Exit intent popup
CTA type: Lead to purchase
What it does right: Attention-grabbing, offers a valuable incentive, humorous and lighthearted
The brazen use of "WAIT" isn't a gentle suggestion; it's a command. Like someone grabbing your elbow just as you're about to duck out without a goodbye. It's intrusive, but in a way that makes you think, "Alright, what did I miss?"
Combine that with the sheer audacity of telling someone they've forgotten to buy not just one candle but HUNDREDS of candles. It's dramatic, it's over-the-top, and frankly, it's memorable. With copy like that, it's hard to resist giving away your email address because one can only wonder what their emails would be like.
CTA placement: Display ad
CTA type: Lead generation
What it does right: Engaging, personalized, visually appealing
It's refreshing to see something that doesn't pretend to know you better than you know yourself. Instead of telling you what your significant other might want, it's asking you to fill in the blanks. A little bit of personalization without the personal touch. Clever, really.
As for the CTA button, the emoji is a nice touch. Plus, the use of "show" rather than "buy" or "see" is like a little magic trick. "Voila! Here are your gift options."
CTA placement: Facebook ad
What it does right: Benefit-oriented language makes the CTA more appealing to users and encourages them to take action
By comparing "Us" and "Them," they're not only offering a quantitative argument (385 sheets versus a paltry 299), but they're also injecting a bit of humor. And while I've never been one to count sheets, if you're telling me I get more for my money and it'll look cute next to my collection of HUNDREDS of candles, I'm sold. Also, describing the competitor as "objectively very boring" is a sentiment I've often used to describe my social life, but to see it on toilet paper? Well, that's something.
"28% cheaper than Charmin," followed by a "Shop Now" button isn't just a call to action; it's a call to revolution! A revolution of, well, saving on toilet paper and perhaps bringing a touch of flair to a decidedly unglamorous aspect of life.
CTA placement: Homepage header
What it does right: Creates curiosity, addresses pain points, social proof
There's something oddly reassuring about a direct, no-nonsense headline promising exactly what every website on this overcrowded internet wants: visibility.
The name-dropping of heavy-hitter customers serves as a strong endorsement. It's not saying, "Look who trusts us," but rather, "Look who you'd be in company with." And that "17,961 users joined Ahrefs in the last 7 days" is a nice touch. It's not boastful, but it's certainly not modest. It's a subtle prod to the undecided that says, "While you're contemplating, thousands have already decided."
This CTA is a perfect blend of self-assuredness, social proof, and just the right amount of peer pressure.
CTA placement: eCommerce email
CTA type: Limited-time offer
What it does right: Straightforward, creates a sense of urgency, sparks curiosity
There's something unapologetically direct about this ad. "Final hours to save until next week Black Friday"—it's not asking you, it's telling you. Time's running out, and if you're the type who thrives on the thrill of a last-minute decision, this is your moment.
The CTA is a master class in suspense. That "% OFF" lurking behind the button is like when someone says they've got news, but they'll tell you later—except instead of being left alone with your intrusive thoughts, conjuring up worst-case scenarios, you get a sweet discount on a cute, machine-washable rug.
CTA type: Product demo
What it does right: Solution-oriented, benefit-driven, relatable
"Email sucked for years. Not anymore—we fixed it." You mean that thing everyone's been complaining about since the dawn of the internet? It's about time, and I'm all ears.
The rest of the copy succinctly addresses customer pain points and aspirational desires. It paints a picture of a world where checking your email might feel more like reading a postcard from a friend rather than sifting through a pile of bills.
The CTA button, "See how HEY works," is straightforward. No flowery language, no over-the-top promises. Just a simple invitation.
What it does right: Creates a sense of urgency, visually appealing, reassuring
The urgency of "limited quantities available...Reserve yours now before it's too late" is classic retail psychology. It's both an announcement and a challenge, like when a kid hears the whistle signaling the end of adult swim and races to be the first one to cannonball into the pool.
The "Limited Restock [Massive 10'x10' Blankets] 100 Night Guarantee + Free Shipping" is the clincher. It promises a combination of rarity, quality, reliability, and convenience, like a call to action Megazord.
What it does right: Addresses pain points, benefit-oriented, actionable
The genius of this homepage lies not just in its promises but in its initial question—a direct prod at the pain point of its target audience that immediately evokes a visceral response. Most, if not all, travelers will mentally answer "yes" to this, recalling their own airport nightmares. It's a calculated reminder of a situation everyone wants to avoid, making the solution they offer even more enticing.
"Get up to $700 compensation per passenger, no matter the ticket price." The clarity here is commendable. They're not promising the world, but a very tangible, specific amount. And the Trustpilot rating is a nod to credibility. It's like a friend vouching for a restaurant they swear by, but in this case, it's 157,892 friends.
The two fields for the departure and destination airports are a clever touch. It's interactive, pulling me in, like when a quiz promises to tell me which '90s sitcom character I am based on my questionable life choices. (I'm George Costanza.) The button, with its sharp contrast to the rest of the page, effectively captures attention while still aligning with the brand's colors and aesthetic. "Check compensation" offers an inviting, low-effort action, subtly guiding users toward their potential relief without overwhelming them.
In a world where we're constantly sold solutions to problems we didn't know we had, this CTA addresses a very real grievance with a straightforward promise. And in the often convoluted world of travel woes, that's a breath of fresh, cabin-pressurized air.
What it does right: Actionable, benefit-oriented, simple
Crazy Egg's CTA isn't trying too hard to impress. It's just good—well thought out, concise, and to the point.
First, the headline: "Make your website better. Instantly." A rather bold proclamation but commendably straightforward. Its use of the word "instantly" suggests that Crazy Egg has the answers, and they're not going to waste your time.
The "Show me my Heatmap" CTA button is, once again, admirably direct. It's not pleading for a click or asking for a moment of your time. It's telling you, in no uncertain terms, what's on the other side of that click.
What it does right: Clear and concise, visually appealing, strong call to action verb
First off, big ups to Zappos for not making me do math. Half off? I'm already intrigued and haven't even seen the shoes yet.
"Reveal today's deals" feels like a game show moment. What's behind door number one? A pair of boots? New house slippers? It's that momentary thrill, like unwrapping a gift—even if you end up paying for it yourself.
In an endless sea of emails screaming for attention, this one from Zappos does what it needs to do: it grabs you, shakes you gently by the shoulders, and says, "Hey, want something good for half off?" And in this economy, who can say no?
CTA placement: Landing page header
What it does right: Interactive and dynamic, personalized, sparks curiosity
By providing three clear choices (drive or deliver, eat, and ride), Uber shows that they understand and cater to the diverse needs of their users. This personalized approach instantly makes the user feel valued and attended to, whether they need a ride to the airport or just want to stuff their face.
The interactive nature of this dynamic content creates a sense of empowerment and involvement for the user. Even the tens of people unfamiliar with all of Uber's offerings will be intrigued by the distinct options, sparking curiosity and potentially leading them to explore other services beyond their original intention.
What it does right: Clear and concise, click-worthy secondary CTA
"Find your next job…fast!" Who are you, my dad? Although I suppose if someone's clicking their way onto a job-finding website, they're there for one reason: to snag a job, and preferably one that doesn't make them want to put a campfire out with their face.
CareerBuilder doesn't dilly-dally—they allow you to type in your wildly specific and/or desperate job requirements. And who's going to turn down the resume help offered in the secondary CTA? Talk about a lead magnet.
CTA type: Gated content
What it does right: Social proof, sneak preview, clear and concise
You may be wondering why I included a very basic "submit" button in a CTA showcase, but pairing a straightforward button with great supporting elements like the headline, social proof, and sneak preview, is like sipping top-shelf wine from an old jelly jar. Sometimes, the simple stuff just ties everything together.
The large headline is as direct as my comments on whether a hotdog is a sandwich. (It's not.) Aimed at the so-called professionals in campaign planning, it speaks to a certain crowd, much like literally anything speaks to Swifties looking for Taylor's latest Easter egg.
The mention of leading companies like Shopify, Time magazine, Spotify, and Hearst adds credibility and trustworthiness. It's basically saying, "If these giants trust us, maybe you, in your comparatively minuscule existence, should, too."
The bullet list detailing what's inside the eBook provides clarity on the content, letting users know exactly what to expect, including insider tidbits from recognized brands. So, not only do you get smarter, but you also get to casually name-drop at the next girls' night. "I've been implementing campaign planning strategies inspired by Equinox and Taylor Guitars. NBD."
CTA type: Closing the sale
What it does right: Showcases diverse selection, clear and concise, highlights affordability
Max presents an impactful CTA through the Neapolitan ice cream of hero images, featuring Anderson Cooper, Ketel Marte, and Margot Robbie with Ryan Gosling. Collectively, these three flavors depict a panoramic view of Max's offerings, emphasizing a wide variety of choices only rivaled by the Cheesecake Factory menu.
In a world drowning in content, they've managed, quite succinctly, to sum it all up with "It's all here. Plans start at $9.99/month." The ensuing "Sign up now" button invites visitors to subscribe, anchoring the CTA by providing a straightforward pathway to accessing all the consumable content your heart desires.
CTA placement: Google Search ad
CTA type: Free trial
What it does right: Benefit-oriented, actionable, relevant to the target audience
This paid search ad nails the CTA with a clear and easy-to-understand message. The headline "Free trial - Find the right image faster" immediately grabs attention by offering a low-risk way to experience the service. It also addresses a common pain point for users, highlighting the platform's efficiency.
In very few words, Adobe found a way to combine attention-grabbing language, address user concerns, highlight the platform's strengths, and offer a valuable deal, making for a cleverly crafted CTA. If I were into such things, I might even click on it. But I have people for that.
CTA placement: Email
CTA type: Event promotion
What it does right: Multiple engagement opportunities, attention-grabbing, personalized
Much like the free sample stations at Costco, the strategic placement of three CTA buttons ensures the reader has multiple opportunities to engage, regardless of how far they wander (or scroll).
The header image immediately grabs attention with its vibrant graphic detailing key event highlights. This provides a quick snapshot of what to expect and builds anticipation.
Personalizing the body of the email to address readers by name creates a sense of intimacy. Instantly, they're all ears and feeling special.
Your calls to action should be unique, specific to where it's featured as well as your particular audience and targets. That said, the best CTAs do share some characteristics that you can apply wherever they may be.
If you're looking for one secret to effective CTAs, here it is: give them a reason to click, share, or hand over their email address . More important than the wording, placement, or color of your CTA is the underlying incentive a person has to follow it. How will answering your call to action help them?
A good call to action restates its benefit bluntly and succinctly.
If you're offering a discount, remind them what percentage.
If they're getting a free PDF, mention the words "free" and "PDF."
If you're using a standard link, typically you write the incentive in your CTA's anchor text (the clickable text). In the case of social media posts and ads, you should reserve the last line in your message for your call to action, so mention any benefits there.
If you're using a button CTA, you have to limit the number of characters you use, so it's better to add secondary text. While the button can say something basic like "buy now," nearby you should include a line or two to remind visitors about the advantages to clicking.
For starters, say exactly what will happen when you click. Remove all mystery with specifics. For example, saying "start your download automatically" is more descriptive than "click here to download." (For button CTAs, with limited space, you can include secondary text nearby.)
You want to acknowledge any user doubts and assuage their fears. If visitors are worried about security, they're not going to click, so reassure them that you understand their concerns. One of the big fears, in the case of email signups, is spam. You might want to gently remind visitors that you won't share their information and that you'll only email them once a week, twice a month, or whatever the case is, to keep their imagination in check.
You can build trust just by being upfront about everything from the beginning. You'll find people are more receptive to your CTA pitches when they know precisely what to expect.
Don't be shy about calls to action! Some people soften their language to avoid being pushy, but CTAs should be strong and unapologetic. After all, if you followed rule #1 (incentive), then what you're offering is beneficial to the visitor.
That's not to say you should be rude or demanding (please don't); there's a perfect balance somewhere in there between a strong suggestion and a forceful command. Above all, the reader must always feel they have a choice; your call to action is there to convince them of the choice you think they should make.
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This makes the statement sound stronger, and at the same time, clearly communicates what the user should do.
Likewise, avoid wording that weakens your call to action, including "please" (no matter what Grammarly tells you) and modifiers like "could" and "would." There's a time and place for gentle language, but calls to action are not one of them.
Word choice is important to CTAs, not only for making a persuasive argument, but also for fitting the space allotted.
They're not foolproof, but in my experience, these words tend to improve CTA performance and the effectiveness of most sales copy. And because most of them are short, you should have no problem fitting them into your CTA space.
Now that we've covered the writing, let's talk about how your CTA should look. The design, layout, and typography of your call to action all play major roles in its success.
If you're placing your call to action on a web page or other content you design yourself, you want to place it at the top of your visual hierarchy. Your CTA should be the most noticeable element on the page. To achieve this, you want to pull out all your design tricks:
Contrasting colors: CTAs should generally contrast with the rest of the page's design. Visitors shouldn't have to work to find what to do next. Use a vibrant color for your CTA, especially against a dull background. Can you spot it from six feet away? Good.
Optimal size: Make the button and text larger than the surrounding elements but not so large that it overwhelms other content. It should also be easily clickable, especially on mobile devices.
Clear typography: Use a legible font that complements your brand. Ensure the text is large enough to read but doesn't crowd the button. You can play with typography to emphasize key words. Commonly, operative words like "free" are set in a different color or sometimes even a different font to attract more attention.
Negative space: Surround your call to action with plenty of negative, or empty, space. Setting your CTA apart from the other elements makes it more noticeable and gives it more importance in the eyes of your visitors.
Emoji use: Some brands find success with emojis, but if you choose that approach, remember that a little goes a long way.
Consistent styling: While CTAs should stand out, they should still align with your brand's overall design aesthetic. Consistency in design builds trust.
Last but not least, you should evaluate how successful your final call to action is and identify room for improvement. Creating your CTA may feel like a lot of guesswork and shooting in the dark—because it is. Testing it is much more clear cut.
To get a basic idea of your CTA's performance, take a look at your analytics. Compare the page traffic to the number of conversions, and see what percentage of your total visitors clicked.
If your conversion rate is significantly lower, it's worth doing an A/B test on your design and copy. Try two different versions of your call to action, experimenting with different phrasing, colors, or fonts, and see which one performs better with your target audience. It's the most efficient way to reveal what works and what doesn't with concrete, empirical data, ensuring your CTA resonates with the target audience and drives the desired action.
While my dad's approach might have lacked the finesse of a well-designed button or the allure of clever copy, the sentiment was clear. And that's the heart of every good CTA. Whether you're nudging a visitor to make a purchase or nudging your offspring out of the nest, the principle remains the same. CTAs are about engaging your audience, prompting action, and, occasionally, a very pointed reminder to update your LinkedIn profile.
Related reading:
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Allisa Boulette
Based in New England, Allisa is a content marketer and small business owner who hopes to make the internet a more interesting place than she found it. When she’s not working, you can find her lying very still not doing anything.
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An argumentative essay is a genre of academic writing that investigates different sides of a particular issue. Its central purpose is to inform the readers rather than expressively persuade them. Thus, it is crucial to differentiate between argumentative and persuasive essays.
While composing an argumentative essay, the students have to demonstrate their research and analytical skills. The secret of a successful paper lies behind strong arguments and counterarguments. So, the writer should focus on facts and data rather than personal values and beliefs.
Besides, a good argumentative essay should be structured appropriately:
Are you still wondering what an argumentative essay is and how to write it? Check out the sections below prepared by our experts . Here, you can find the most valuable info, helpful tips, and useful examples.
📋 toulmin strategy, 🗣️ rogerian strategy, ✒️ fill in the blanks, 🔍 edit and proofread, 🔗 references, 📌 argumentative essay in a nutshell.
Are you trying to figure out what an argumentative essay is? It’s a type of academic paper that covers both sides of a given issue. An author can decide whether they aim to present both sides equally or support one side more dynamically.
One of the mistakes among students is the confusion of argumentative and persuasive essays . Do you want to figure out the differences? Take a look at the following table.
Argumentative Essay | Persuasive essay | |
---|---|---|
Useful info, credible facts, relevant reasons, appropriate evidence. | The mix of data, personal opinion, and emotions. | |
Presenting credible resources to validate your claims and counterclaims. | Providing data from reputable sources, along with your feelings about the given issue, to persuade your reader. |
Before writing an argument essay, it would be helpful to choose an appropriate model to rely on. There are three strategies to consider: Classical, Toulmin, and Rogerian.
Look at the following sections and choose the most suitable one for you.
Are you wondering how to write an argumentative essay? Consider using the classical approach. It is the most popular way of composing an argumentative paper.
Under the classical strategy, the author has to follow these rules:
It is up to the audience to decide whether your position is right or wrong. Yet, you should try to convince the readers of the effectiveness of your opinion.
Usually, the classical argument paper is structured in the following way:
Toulmin strategy is the most suitable for the discussion of controversial issues. This model aims to find common ground through clear logic and valid evidence. Besides, the Toulmin strategy eliminates unnecessary things and limits the points to agree upon.
An argumentative essay written by the Toulmin model includes the following elements:
Like the Toulmin approach, Rogerian strategy attempts to find common ground between two sides of one issue. However, the technique is slightly different.
The Rogerian model is often used in highly controversial debates when the parties do not accept each other’s position. Thus, the given strategy focuses on finding the agreement by proving the validity of the opposing arguments.
Below, you can find the primary outline for the Rogerian argumentative essay:
Before working on your essay, carefully read the assignment. Make sure you understand all the instructor’s requirements and the purpose of the paper.
After that, start composing your argumentative essay. Check out the following sections. We have a lot of insightful info to share with you!
The first step of writing an argumentative paper is an in-depth investigation of the topic. To validate your arguments, you have to refer to credible resources. The essay will look more professional if you use reliable sources in it.
To research like a professional , do the following:
The majority of students tend to underestimate the power of outlining. Don’t do this! An argumentative essay outline is a helpful tool for planning, structuring, and composing.
Firstly , a well-developed outline helps the writer to put all their thoughts in an appropriate order. None of the essential points will be lost if the student plans the essay before writing.
Secondly , it lets the writer figure out what evidence suits what argument most. Before writing, draft your essay first. Put examples, facts, etc. in the right parts of the paper. Then, write the entire text.
Thirdly , an outline provides a perfect opportunity to change the essay’s parts without rewriting the paper. Are you unsure of specific details? Not a problem. Change them in the outline without ruining the text.
There are essential elements that your outline should contain. Check out the following section to see them.
How to start an argumentative essay? First and foremost, include an argumentative essay introduction in your outline.
This part should grab the readers’ attention from the first words. Thus, put enough effort into composing a compelling hook . What can it be? An impressive statistic or an exciting fact? Be creative – decide yourself! But make sure that your intro is catchy enough.
After the hook, introduce your topic’s general background . Prove the readers the significance of your issue and gradually come to the thesis statement .
The concept of studying abroad is becoming increasingly popular in both developed and developing countries. Students around the globe strive to explore the world and broaden their minds, and studying in a foreign country is an excellent opportunity to do so. Such experience may be extremely beneficial because meeting new people and discovering foreign cultures help students to gain valuable knowledge and see the world from a new perspective. However, while presenting significant opportunities for personal growth, it may also bring about some challenges.
A thesis is an essential part of your argumentative essay. It should state your position regarding the issue clearly and concisely. Avoid general statements, vague words, and be as specific and possible. Your thesis statement should guide the readers throughout the main points of the paper.
The location of the thesis in the essay plays a crucial role. The most appropriate place for it is the last sentence of the introductory paragraph.
Although students face difficulties such as loneliness while studying abroad, it is a worthy experience to introduce them to new knowledge, people, and culture and promote their independence.
The body of your paper is supposed to develop your position, provide valid evidence and examples. Each paragraph has to focus only on one idea. This will ensure the logical structure of your argumentative essay.
A body paragraph should start from the topic sentence and end with the concluding sentence . Such a frame around every section will make your readers stay concentrated on your ideas and get your opinion.
Each body paragraph should include an argument (or a counterargument) with supporting evidence. Get your proof from credible sources and ensure that it directly corresponds to the point.
An example of a topic sentence :
The benefits of education abroad are almost innumerable, prominent examples being gaining new knowledge, making friends with people who have different mindsets, and discovering new cultures.
An example of a concluding sentence:
Participants of student exchange programs usually return more driven and eager to develop both themselves and their country.
A conclusion plays a critical role in understanding the entire paper. It summarizes the body and leaves the final impression. Besides, it may push the readers on further investigation of the issue.
One more tip:
To sum up, studying abroad is beneficial as it helps a person evolve and perceive a world from new perspectives. It is an opportunity for a participant to explore the world, meet new people, gain valuable knowledge and experience, and broaden their horizons. Education abroad might pose problems like homesickness, loneliness, and trouble with getting accustomed to a new environment. However, all of them can be easily overcome if a student is flexible and eager to become autonomous and independent.
The list of references is a crucial part of any argumentative essay. It should contain all the sources the writer uses in the paper.
Before organizing your reference list , double-check your argumentative essay format. Is it written in MLA, APA, or maybe in Chicago style? How many references does the professor expect you to include? What kind of sources are you required to use?
After figuring out these issues, move to the format requirements of the writing style you use for your paper. The most popular ones are APA (7th edition), MLA, and ChicagoAD (author-date) styles. Below, you can find the examples of a reference for the same book in different formatting styles.
Style | |
---|---|
Structure | Last name, First initial. Middle initial. (Year). Publisher. |
Example | Clifton, L. (1996). . Copper Canyon Press. |
Style | |
---|---|
Structure | Last Name, First Name. Publisher, Publication Date. |
Example | Clifton, Lucille. . Copper Canyon Press, 1996. |
Style | |
---|---|
Structure | Author’s Last Name, First Name. Year of Publication. Publisher’s Location: Publisher’s Name. |
Example | Clifton, Lucille. 1993. . Washington: Copper Canyon Press. |
Did you develop a good outline? Congratulations! You are almost done with the essay. Now, you need to fill in the blanks and create a final version of your paper. Here is where you need to demonstrate a high level of your writing skills.
The final step of your writing process is editing and proofreading. Although it is not that energy and time consuming, it still plays a critical role in the work’s success.
While writing your argumentative paper, plan your time accordingly. This will provide you with an opportunity to polish your essay before submitting it. And take a look at our checklist and always use it to improve your papers:
It is up to you to decide how many parts to include in your essay. However, the 5 paragraph structure is the most appropriate model for an argumentative paper. So, write an introduction, a conclusion, and three body paragraphs.
The pronoun “you” is acceptable for informal writing. Yet, in academic papers, avoid using the second person. The same situation is with the first person. Generally, academic papers require the use of the third person.
A hook aims to grab the readers’ attention. Thus, you could start your essay with an interesting fact about your issue. Another way to create a catchy hook is to prove the audience the relatability of your topic. Make the readers want to explore your essay by demonstrating the significance of your issue.
Yes, you can. A question might become a compelling hook. Just make sure that it is profound, thought-provocative, and concise. A too broad or complicated question will only confuse your readers.
A title is an essential part of the essay since it causes the first impression. While selecting a heading, take into consideration the following points:
1. The title must be catchy.
2. It has to be not too long (5-12 words).
3. The title has to reflect the topic of the paper.
4. It should not be too complicated: the simpler – the better.
Thank you for visiting our page! We hope the information was helpful and insightful. Do you have friends who seek help with writing an argumentative essay? Share our article with them. And don’t forget to leave your comments!
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Why do you want to be a pharmacist? An essay on this topic can be challenging, even when you know the answer. The most popular reasons to pursue this profession are the following:
At great risk to my sanity, I went online with the intention of finding as much advertising as I could.
The goal: to find call to action examples (CTAs) that were fresh, original, unique, and compelling.
My discovery: Almost everyone is using generic CTAs. Safe, boring, and forgettable. The 7 innovative call to action examples I found made those brands stand out immediately.
Your opportunity: By changing 2-3 words of a call to action, brands can stand out in a small way from the hopelessly ordinary competition.
This is not a scientific number. I came up with it out of spite after an exhausting search.
Refresh the examples in a listicle about calls to action, my editor said.
I thought this was going to be easy.
It was a nightmare.
Websites for brands large and small were universally boring in terms of calls to action. The most tantalizing offer I could find was usually “Free Trial”, which brought me to a page with miles of fine print.
I thought maybe the aggressive pay-per-click advertisers would put together some compelling calls to action. Nope. The name of the game there is using every conversion hack at once.
Here’s a typically boring call to action example that most people are using :
I think this offer hits every cliche tactic: the ticking clock, a warning emoji about sell-out risk, money-back guarantee, a steep discount, etc.
Then I tried social media, which was even worse. Facebook gave me nothing in the way of an inventive CTA. Absolutely nothing.
I checked Reddit–as always, a wonderful place, just not for buying things.
On X (fka: Twitter), I was hoping to find some good scammy infoproducts, maybe some clever hardsells. But I was disappointed. I could have made a full quilt that spelled out “unoriginal” with all the thread emojis inviting me to click and read a tweet-storm. Here’s why that trend is played out: 🧵/23
My wife told me that TikTok has been ruined by advertisers and influencers–so I was really excited about that. This is where the real ingenuity must be.
Nope. It’s a simple SHOP button that overlays influencer videos. That’s it.
But in the end, I prevailed. I found 7 examples of brands actually trying something new with their call to action. They used this small detail to support their brand image or speak to their audience.
1. cloudflare.
“Under attack?”
That is a viable button you can click on Cloudflare’s site.
I love it.
Cloudflare has positioned themselves as a cybersecurity version of calling 911 when there’s an intruder in your house. And they did it using two words, a question mark, and a construction-zone orange button in the navbar.
I assume the majority of people who click that button are like me: not currently under attack, but curious about what the next steps would be if they were.
I wanted to learn more because of the clever call to action. If the button had said Learn More, I never would have clicked it.
The online outdoor retailer Backcountry hires the people who stay up around the fire fighting about which hiking stove weighs less. You know the type: Gearheads.
This is a huge selling point for Backcountry. When people buy kayaks, avalanche beacons, and so on, they really want to know that this gear works.
Call a Gearhead. Text a Gearhead. These are creative, on-brand calls to action nested in a familiar dropdown menu.
You have a question about climbing rope? Now you are talking with a woman who climbs 3 times a week.
This is actually a fairly tame example of the calls to action on LINGsCARS.com , one of the most successful car leasing services in the UK.
Ling broke every rule of web design to bring us this masterpiece. I know neons are in right now, but most people aren’t using all of the neons, at once, with a paisley background.
CrazyEgg will lock me out of WordPress if I actually recommend a call to action that includes three Order Now buttons that blink at random intervals. So I am not going to do that.
I will say with 100% certainty, however, that I have never seen call to action examples quite like this ever before.
Niki Whittle is an online personal stylist who has helped thousands of clients find joy instead of anxiety at the prospect of getting dressed and going out into the world.
The text of her CTA button speaks directly to that goal: Help me enjoy getting dressed!
If you swapped out Niki’s personalized text for a basic “Find Out More” button, I think the call to action would suffer.
Her choice of text is intimate. No adult is going to ask for help getting dressed unless they fully trust the other party to understand where they are coming from. The way that Niki has framed the call to action shows that she understands.
Due to California regulations, the beverage brand Ceria couldn’t exactly say what their new product was. With the help of the marketing agency Mother, Ceria found a clever way to get their audience to connect.
The call to action they used was a Spotify playlist people could download by scanning a barcode styled like the familiar Spotify audio waveform.
There’s a cool story behind this ad campaign, which appeared online and in-print in California.
I’m not going to rehash it here because you should go visit the site of the people who did the work , not hear about it third-hand, looking at screenshots I took while I was way behind schedule writing this post.
Have you ever seen a limited time offer that isn’t pushy?
AllTrails nails it with this email they sent me. If I go outside, this weekend only , they’ll plant a tree on my behalf.
It’s a positive push, encouraging me to do something for my health, and it won’t cost me a dime. Until AllTrails called me to action, I just had weekend plans. Now I am saving the forest.
The invitation to “Join In” isn’t super original, I know, even with those cute little tree icons.
But the call to action is social. It’s not “Register” or “Find out more”, it’s about connecting with other people. AllTrails has 50 million users. This is a real community, and AllTrails is smart to frame it that way.
Avocado Green Mattress has upcycled bedroom furniture people can buy to complement their organic mattresses.
The call to action is “Shop Zero Waste” is a clear call to the type of buyer who is willing to pay a premium to minimize their impact on the environment. “Shop” would work, but it doesn’t highlight the key selling point of their furniture.
It’s a small detail, but most people buying online have 5-7 tabs open. I know I do. With buyers scanning all these different sites, I think it makes sense to foreground your unique features in the button text.
Here are some twists on classic calls to action. I can’t say I’d never seen these types of tactics before, but the following examples are well done.
The call to action text speaks to the audience, aligns with the brand image, or is simply more inviting than a generic “Try Now” button.
Kati Curtis Design opted for a slight variation on the Get In Touch call to action by including her name.
I’m not going to belabor the point about what’s going on here, but this slight personalization will absolutely stand out.
I think this is a good idea if you are the face of your business as opposed to a brand. “Get In Touch With The Owner” could work, too.
Havenly is an online interior design service company. I liked the invitation for customers to “Find Their Style.”
They could have stuck with “Learn More” or “Book a Consultation,” but those aren’t personal at all. Those are also fairly passive calls to action, versus “Find Your Style,” which is much more active.
Birchbox , the popular cosmetics subscription box opted to use an invitation style call to action:
“Build Your Box”
It’s intuitive, on-brand, and crisp.
One issue people have with subscription services is that they get products they don’t want. With this short call to action, Birchbox is countering that objection by offering their customers an active role in building their own box.
Art & Logic is a software development company with an approachable call to action.
Yes, they decided to go with “Let’s talk about your project” instead of something sterile or gimmicky.
Building custom business software is insanely complex, but Art & Logic makes the next steps as easy as possible.
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General Education
If there’s one writing skill you need to have in your toolkit for standardized tests, AP exams, and college-level writing, it’s the ability to make a persuasive argument. Effectively arguing for a position on a topic or issue isn’t just for the debate team— it’s for anyone who wants to ace the essay portion of an exam or make As in college courses.
To give you everything you need to know about how to write an argumentative essay , we’re going to answer the following questions for you:
By the end of this article, you’ll be prepped and ready to write a great argumentative essay yourself!
Now, let’s break this down.
An argumentative essay is a type of writing that presents the writer’s position or stance on a specific topic and uses evidence to support that position. The goal of an argumentative essay is to convince your reader that your position is logical, ethical, and, ultimately, right . In argumentative essays, writers accomplish this by writing:
Introduction, body paragraphs, and a conclusion: these are the main sections of an argumentative essay. Those probably sound familiar. Where does arguing come into all of this, though? It’s not like you’re having a shouting match with your little brother across the dinner table. You’re just writing words down on a page!
...or are you? Even though writing papers can feel like a lonely process, one of the most important things you can do to be successful in argumentative writing is to think about your argument as participating in a larger conversation . For one thing, you’re going to be responding to the ideas of others as you write your argument. And when you’re done writing, someone—a teacher, a professor, or exam scorer—is going to be reading and evaluating your argument.
If you want to make a strong argument on any topic, you have to get informed about what’s already been said on that topic . That includes researching the different views and positions, figuring out what evidence has been produced, and learning the history of the topic. That means—you guessed it!—argumentative essays almost always require you to incorporate outside sources into your writing.
Argumentative essays are different from other types of essays for one main reason: in an argumentative essay, you decide what the argument will be . Some types of essays, like summaries or syntheses, don’t want you to show your stance on the topic—they want you to remain unbiased and neutral.
In argumentative essays, you’re presenting your point of view as the writer and, sometimes, choosing the topic you’ll be arguing about. You just want to make sure that that point of view comes across as informed, well-reasoned, and persuasive.
Another thing about argumentative essays: they’re often longer than other types of essays. Why, you ask? Because it takes time to develop an effective argument. If your argument is going to be persuasive to readers, you have to address multiple points that support your argument, acknowledge counterpoints, and provide enough evidence and explanations to convince your reader that your points are valid.
The first step to writing an argumentative essay deciding what to write about! Choosing a topic for your argumentative essay might seem daunting, though. It can feel like you could make an argument about anything under the sun. For example, you could write an argumentative essay about how cats are way cooler than dogs, right?
It’s not quite that simple . Here are some strategies for choosing a topic that serves as a solid foundation for a strong argument.
First, you want to make sure the topic you choose allows you to make a claim that can be supported by evidence that’s considered credible and appropriate for the subject matter ...and, unfortunately, your personal opinions or that Buzzfeed quiz you took last week don’t quite make the cut.
Some topics—like whether cats or dogs are cooler—can generate heated arguments, but at the end of the day, any argument you make on that topic is just going to be a matter of opinion. You have to pick a topic that allows you to take a position that can be supported by actual, researched evidence.
(Quick note: you could write an argumentative paper over the general idea that dogs are better than cats—or visa versa!—if you’re a) more specific and b) choose an idea that has some scientific research behind it. For example, a strong argumentative topic could be proving that dogs make better assistance animals than cats do.)
You also don’t want to make an argument about a topic that’s already a proven fact, like that drinking water is good for you. While some people might dislike the taste of water, there is an overwhelming body of evidence that proves—beyond the shadow of a doubt—that drinking water is a key part of good health.
To avoid choosing a topic that’s either unprovable or already proven, try brainstorming some issues that have recently been discussed in the news, that you’ve seen people debating on social media, or that affect your local community. If you explore those outlets for potential topics, you’ll likely stumble upon something that piques your audience’s interest as well.
Topics that have local, national, or global relevance often also resonate with us on a personal level. Consider choosing a topic that holds a connection between something you know or care about and something that is relevant to the rest of society. These don’t have to be super serious issues, but they should be topics that are timely and significant.
For example, if you are a huge football fan, a great argumentative topic for you might be arguing whether football leagues need to do more to prevent concussions . Is this as “important” an issue as climate change? No, but it’s still a timely topic that affects many people. And not only is this a great argumentative topic: you also get to write about one of your passions! Ultimately, if you’re working with a topic you enjoy, you’ll have more to say—and probably write a better essay .
Another word of caution on choosing a topic for an argumentative paper: while it can be effective to choose a topic that matters to you personally, you also want to make sure you’re choosing a topic that you can keep your cool over. You’ve got to be able to stay unemotional, interpret the evidence persuasively, and, when appropriate, discuss opposing points of view without getting too salty.
In some situations, choosing a topic for your argumentative paper won’t be an issue at all: the test or exam will choose it for you . In that case, you’ve got to do the best you can with what you’re given.
In the next sections, we’re going to break down how to write any argumentative essay —regardless of whether you get to choose your own topic or have one assigned to you! Our expert tips and tricks will make sure that you’re knocking your paper out of the park.
You’ve chosen a topic or, more likely, read the exam question telling you to defend, challenge, or qualify a claim on an assigned topic. What do you do now?
You establish your position on the topic by writing a killer thesis statement ! The thesis statement, sometimes just called “the thesis,” is the backbone of your argument, the north star that keeps you oriented as you develop your main points, the—well, you get the idea.
In more concrete terms, a thesis statement conveys your point of view on your topic, usually in one sentence toward the end of your introduction paragraph . It’s very important that you state your point of view in your thesis statement in an argumentative way—in other words, it should state a point of view that is debatable.
And since your thesis statement is going to present your argument on the topic, it’s the thing that you’ll spend the rest of your argumentative paper defending. That’s where persuasion comes in. Your thesis statement tells your reader what your argument is, then the rest of your essay shows and explains why your argument is logical.
Why does an argumentative essay need a thesis, though? Well, the thesis statement—the sentence with your main claim—is actually the entire point of an argumentative essay. If you don’t clearly state an arguable claim at the beginning of your paper, then it’s not an argumentative essay. No thesis statement = no argumentative essay. Got it?
Other types of essays that you’re familiar with might simply use a thesis statement to forecast what the rest of the essay is going to discuss or to communicate what the topic is. That’s not the case here. If your thesis statement doesn’t make a claim or establish your position, you’ll need to go back to the drawing board.
Here are a couple of examples of thesis statements that aren’t argumentative and thesis statements that are argumentative
The sky is blue.
The thesis statement above conveys a fact, not a claim, so it’s not argumentative.
To keep the sky blue, governments must pass clean air legislation and regulate emissions.
The second example states a position on a topic. What’s the topic in that second sentence? The best way to keep the sky blue. And what position is being conveyed? That the best way to keep the sky blue is by passing clean air legislation and regulating emissions.
Some people would probably respond to that thesis statement with gusto: “No! Governments should not pass clean air legislation and regulate emissions! That infringes on my right to pollute the earth!” And there you have it: a thesis statement that presents a clear, debatable position on a topic.
Here’s one more set of thesis statement examples, just to throw in a little variety:
Spirituality and otherworldliness characterize A$AP Rocky’s portrayals of urban life and the American Dream in his rap songs and music videos.
The statement above is another example that isn’t argumentative, but you could write a really interesting analytical essay with that thesis statement. Long live A$AP! Now here’s another one that is argumentative:
To give students an understanding of the role of the American Dream in contemporary life, teachers should incorporate pop culture, like the music of A$AP Rocky, into their lessons and curriculum.
The argument in this one? Teachers should incorporate more relevant pop culture texts into their curriculum.
This thesis statement also gives a specific reason for making the argument above: To give students an understanding of the role of the American Dream in contemporary life. If you can let your reader know why you’re making your argument in your thesis statement, it will help them understand your argument better.
An actual image of you killing your argumentative essay prompts after reading this article!
Now that you know how to pick a topic for an argumentative essay and how to make a strong claim on your topic in a thesis statement, you’re ready to think about writing the other sections of an argumentative essay. These are the parts that will flesh out your argument and support the claim you made in your thesis statement.
Like other types of essays, argumentative essays typically have three main sections: the introduction, the body, and the conclusion. Within those sections, there are some key elements that a reader—and especially an exam scorer or professor—is always going to expect you to include.
Let’s look at a quick outline of those three sections with their essential pieces here:
Now, there are some key concepts in those sections that you’ve got to understand if you’re going to master how to write an argumentative essay. To make the most of the body section, you have to know how to support your claim (your thesis statement), what evidence and explanations are and when you should use them, and how and when to address opposing viewpoints. To finish strong, you’ve got to have a strategy for writing a stellar conclusion.
This probably feels like a big deal! The body and conclusion make up most of the essay, right? Let’s get down to it, then.
Once you have your topic and thesis, you’re ready for the hard part: actually writing your argument. If you make strategic choices—like the ones we’re about to talk about—writing a strong argumentative essay won’t feel so difficult.
There are three main areas where you want to focus your energy as you develop a strategy for how to write an argumentative essay: supporting your claim—your thesis statement—in your essay, addressing other viewpoints on your topic, and writing a solid conclusion. If you put thought and effort into these three things, you’re much more likely to write an argumentative essay that’s engaging, persuasive, and memorable...aka A+ material.
So you’ve chosen your topic, decided what your position will be, and written a thesis statement. But like we see in comment threads across the Internet, if you make a claim and don’t back it up with evidence, what do people say? “Where’s your proof?” “Show me the facts!” “Do you have any evidence to support that claim?”
Of course you’ve done your research like we talked about. Supporting your claim in your thesis statement is where that research comes in handy.
You can’t just use your research to state the facts, though. Remember your reader? They’re going to expect you to do some of the dirty work of interpreting the evidence for them. That’s why it’s important to know the difference between evidence and explanations, and how and when to use both in your argumentative essay.
Evidence can be material from any authoritative and credible outside source that supports your position on your topic. In some cases, evidence can come in the form of photos, video footage, or audio recordings. In other cases, you might be pulling reasons, facts, or statistics from news media articles, public policy, or scholarly books or journals.
There are some clues you can look for that indicate whether or not a source is credible , such as whether:
This is just a short list of some of the clues that a source is likely a credible one, but just because a source was published by a prestigious press or the authors all have PhDs doesn’t necessarily mean it is the best piece of evidence for you to use to support your argument.
In addition to evaluating the source’s credibility, you’ve got to consider what types of evidence might come across as most persuasive in the context of the argument you’re making and who your readers are. In other words, stepping back and getting a bird’s eye view of the entire context of your argumentative paper is key to choosing evidence that will strengthen your argument.
On some exams, like the AP exams , you may be given pretty strict parameters for what evidence to use and how to use it. You might be given six short readings that all address the same topic, have 15 minutes to read them, then be required to pull material from a minimum of three of the short readings to support your claim in an argumentative essay.
When the sources are handed to you like that, be sure to take notes that will help you pick out evidence as you read. Highlight, underline, put checkmarks in the margins of your exam . . . do whatever you need to do to begin identifying the material that you find most helpful or relevant. Those highlights and check marks might just turn into your quotes, paraphrases, or summaries of evidence in your completed exam essay.
Now you know that taking a strategic mindset toward evidence and explanations is critical to grasping how to write an argumentative essay. Unfortunately, evidence doesn’t speak for itself. While it may be obvious to you, the researcher and writer, how the pieces of evidence you’ve included are relevant to your audience, it might not be as obvious to your reader.
That’s where explanations—or analysis, or interpretations—come in. You never want to just stick some quotes from an article into your paragraph and call it a day. You do want to interpret the evidence you’ve included to show your reader how that evidence supports your claim.
Now, that doesn’t mean you’re going to be saying, “This piece of evidence supports my argument because...”. Instead, you want to comment on the evidence in a way that helps your reader see how it supports the position you stated in your thesis. We’ll talk more about how to do this when we show you an example of a strong body paragraph from an argumentative essay here in a bit.
Understanding how to incorporate evidence and explanations to your advantage is really important. Here’s why: when you’re writing an argumentative essay, particularly on standardized tests or the AP exam, the exam scorers can’t penalize you for the position you take. Instead, their evaluation is going to focus on the way you incorporated evidence and explained it in your essay.
Why would we be making arguments at all if there weren’t multiple views out there on a given topic? As you do research and consider the background surrounding your topic, you’ll probably come across arguments that stand in direct opposition to your position.
Oftentimes, teachers will ask you to “address the opposition” in your argumentative essay. What does that mean, though, to “ address the opposition ?”
Opposing viewpoints function kind of like an elephant in the room. Your audience knows they’re there. In fact, your audience might even buy into an opposing viewpoint and be waiting for you to show them why your viewpoint is better. If you don’t, it means that you’ll have a hard time convincing your audience to buy your argument.
Addressing the opposition is a balancing act: you don’t want to undermine your own argument, but you don’t want to dismiss the validity of opposing viewpoints out-of-hand or ignore them altogether, which can also undermine your argument.
This isn’t the only acceptable approach, but it’s common practice to wait to address the opposition until close to the end of an argumentative essay. But why?
Well, waiting to present an opposing viewpoint until after you’ve thoroughly supported your own argument is strategic. You aren’t going to go into great detail discussing the opposing viewpoint: you’re going to explain what that viewpoint is fairly, but you’re also going to point out what’s wrong with it.
It can also be effective to read the opposition through the lens of your own argument and the evidence you’ve used to support it. If the evidence you’ve already included supports your argument, it probably doesn’t support the opposing viewpoint. Without being too obvious, it might be worth pointing this out when you address the opposition.
It’s common to conclude an argumentative essay by reiterating the thesis statement in some way, either by reminding the reader what the overarching argument was in the first place or by reviewing the main points and evidence that you covered.
You don’t just want to restate your thesis statement and review your main points and call it a day, though. So much has happened since you stated your thesis in the introduction! And why waste a whole paragraph—the very last thing your audience is going to read—on just repeating yourself?
Here’s an approach to the conclusion that can give your audience a fresh perspective on your argument: reinterpret your thesis statement for them in light of all the evidence and explanations you’ve provided. Think about how your readers might read your thesis statement in a new light now that they’ve heard your whole argument out.
That’s what you want to leave your audience with as you conclude your argumentative paper: a brief explanation of why all that arguing mattered in the first place. If you can give your audience something to continue pondering after they’ve read your argument, that’s even better.
One thing you want to avoid in your conclusion, though: presenting new supporting points or new evidence. That can just be confusing for your reader. Stick to telling your reader why the argument you’ve already made matters, and your argument will stick with your reader.
For some aspiring argumentative essay writers, showing is better than telling. To show rather than tell you what makes a strong argumentative essay, we’ve provided three examples of possible body paragraphs for an argumentative essay below.
Think of these example paragraphs as taking on the form of the “Argumentative Point #1 → Evidence —> Explanation —> Repeat” process we talked through earlier. It’s always nice to be able to compare examples, so we’ve included three paragraphs from an argumentative paper ranging from poor (or needs a lot of improvement, if you’re feeling generous), to better, to best.
All of the example paragraphs are for an essay with this thesis statement:
Thesis Statement: In order to most effectively protect user data and combat the spread of disinformation, the U.S. government should implement more stringent regulations of Facebook and other social media outlets.
As you read the examples, think about what makes them different, and what makes the “best” paragraph more effective than the “better” and “poor” paragraphs. Here we go:
Example Body Paragraph: Data mining has affected a lot of people in recent years. Facebook has 2.23 billion users from around the world, and though it would take a huge amount of time and effort to make sure a company as big as Facebook was complying with privacy regulations in countries across the globe, adopting a common framework for privacy regulation in more countries would be the first step. In fact, Mark Zuckerberg himself supports adopting a global framework for privacy and data protection, which would protect more users than before.
First, let’s look at the thesis statement. Ask yourself: does this make a claim that some people might agree with, but others might disagree with?
The answer is yes. Some people probably think that Facebook should be regulated, while others might believe that’s too much government intervention. Also, there are definitely good, reliable sources out there that will help this writer prove their argument. So this paper is off to a strong start!
Unfortunately, this writer doesn’t do a great job proving their thesis in their body paragraph. First, the topic sentence—aka the first sentence of the paragraph—doesn’t make a point that directly supports the position stated in the thesis. We’re trying to argue that government regulation will help protect user data and combat the spread of misinformation, remember? The topic sentence should make a point that gets right at that, instead of throwing out a random fact about data mining.
Second, because the topic sentence isn’t focused on making a clear point, the rest of the paragraph doesn’t have much relevant information, and it fails to provide credible evidence that supports the claim made in the thesis statement. For example, it would be a great idea to include exactly what Mark Zuckerberg said ! So while there’s definitely some relevant information in this paragraph, it needs to be presented with more evidence.
This paragraph is a bit better than the first one, but it still needs some work. The topic sentence is a bit too long, and it doesn’t make a point that clearly supports the position laid out in the thesis statement. The reader already knows that mining user data is a big issue, so the topic sentence would be a great place to make a point about why more stringent government regulations would most effectively protect user data.
There’s also a problem with how the evidence is incorporated in this example. While there is some relevant, persuasive evidence included in this paragraph, there’s no explanation of why or how it is relevant . Remember, you can’t assume that your evidence speaks for itself: you have to interpret its relevance for your reader. That means including at least a sentence that tells your reader why the evidence you’ve chosen proves your argument.
Example Body Paragraph: Though Facebook claims to be implementing company policies that will protect user data and stop the spread of misinformation , its attempts have been unsuccessful compared to those made by the federal government. When PricewaterhouseCoopers conducted a Federal Trade Commission-mandated assessment of Facebook’s partnerships with Microsoft and the makers of the Blackberry handset in 2013, the team found limited evidence that Facebook had monitored or even checked that its partners had complied with Facebook’s existing data use policies. In fact, Facebook’s own auditors confirmed the PricewaterhouseCoopers findings, despite the fact that Facebook claimed that the company was making greater attempts to safeguard users’ personal information. In contrast, bills written by Congress have been more successful in changing Facebook’s practices than Facebook’s own company policies have. According to The Washington Post, The Honest Ads Act of 2017 “created public demand for transparency and changed how social media companies disclose online political advertising.” These policy efforts, though thus far unsuccessful in passing legislation, have nevertheless pushed social media companies to change some of their practices by sparking public outrage and negative media attention.
This paragraph isn’t perfect, but it is the most effective at doing some of the things that you want to do when you write an argumentative essay.
First, the topic sentences get to the point . . . and it’s a point that supports and explains the claim made in the thesis statement! It gives a clear reason why our claim in favor of more stringent government regulations is a good claim : because Facebook has failed to self-regulate its practices.
This paragraph also provides strong evidence and specific examples that support the point made in the topic sentence. The evidence presented shows specific instances in which Facebook has failed to self-regulate, and other examples where the federal government has successfully influenced regulation of Facebook’s practices for the better.
Perhaps most importantly, though, this writer explains why the evidence is important. The bold sentence in the example is where the writer links the evidence back to their opinion. In this case, they explain that the pressure from Federal Trade Commission and Congress—and the threat of regulation—have helped change Facebook for the better.
Why point out that this isn’t a perfect paragraph, though? Because you won’t be writing perfect paragraphs when you’re taking timed exams either. But get this: you don’t have to write perfect paragraphs to make a good score on AP exams or even on an essay you write for class. Like in this example paragraph, you just have to effectively develop your position by appropriately and convincingly relying on evidence from good sources.
This is all great information, right? If (when) you have to write an argumentative essay, you’ll be ready. But when in doubt, remember these three things about how to write an argumentative essay, and you’ll emerge victorious:
This tip applies to every aspect of writing an argumentative essay. From making sure you’re addressing your prompt, to really digging into your sources, to proofreading your final paper...you’ll need to actively and pay attention! This is especially true if you’re writing on the clock, like during an AP exam.
Define your position clearly in your thesis statement and stick to that position! The thesis is the backbone of your paper, and every paragraph should help prove your thesis in one way or another. But sometimes you get to the end of your essay and realize that you’ve gotten off topic, or that your thesis doesn’t quite fit. Don’t worry—if that happens, you can always rewrite your thesis to fit your paper!
Nothing is as powerful as good, strong evidence. First, make sure you’re finding credible sources that support your argument. Then you can paraphrase, briefly summarize, or quote from your sources as you incorporate them into your paragraphs. But remember the most important part: you have to explain why you’ve chosen that evidence and why it proves your thesis.
Once you’re comfortable with how to write an argumentative essay, it’s time to learn some more advanced tips and tricks for putting together a killer argument.
Keep in mind that argumentative essays are just one type of essay you might encounter. That’s why we’ve put together more specific guides on how to tackle IB essays , SAT essays , and ACT essays .
But what about admissions essays? We’ve got you covered. Not only do we have comprehensive guides to the Coalition App and Common App essays, we also have tons of individual college application guides, too . You can search through all of our college-specific posts by clicking here.
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Ashley Sufflé Robinson has a Ph.D. in 19th Century English Literature. As a content writer for PrepScholar, Ashley is passionate about giving college-bound students the in-depth information they need to get into the school of their dreams.
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An effective call to action (CTA) encourages content engagement, converts visitors into leads, and helps people discover your business. It should offer value to the reader and explain what to expect from taking action.
If a CTA doesn't have a clear message, feels too generic, or isn’t aligned with your audience’s concerns, readers won't act. This could cost you potential customers and income.
As a professional copywriter with six years of experience, I’ve helped many small businesses reach their goals through calls to action. Here, I'll share the best practices for writing persuasive CTAs.
Below are five CTA examples from high-profile businesses. We'll look at why they work, and what techniques you can apply.
Cta: “get a free trial” .
Blog posts are a great place to put a CTA, as readers are already interested in the topic and more likely to respond to your suggested action. Engaging and relevant content can also lead to higher clickthrough rates, helping more readers learn about and interact with your business.
Semrush provides a great example of how to write a good call to action in a blog post. After sharing a detailed guide on search engine optimization (SEO) for blogs, they suggest readers sign up for a free trial to begin implementing SEO. Putting the CTA at the end of the post lets readers consume valuable information before discovering how to apply it.
The CTA works because:
Here are some action words and phrases (in bold) to consider for your own CTA. Play around with them and see what works best:
Cta: “hurry, this offer is for today only”.
There are many CTAs you can use on social media . If you want to increase engagement, for example, you can ask people to comment on, like, or share a post. In this case, LOOKFANTASTIC wants to encourage its followers to shop a specific brand on its site.
Cta: “i’m so in”.
Email newsletters can build customer relationships, drive sales, and be an effective digital marketing channel. However, people are increasingly less willing to share their email addresses.
To encourage people to subscribe, Career Contessa has created a signup form in the middle of its homepage. This gives readers a chance to see what the newsletter is about and what type of content they can expect.
Notice how the CTA banner is clear and concise, explaining what people will receive by signing up.
Cta: “learn more” .
Customers want to know what they’re signing up for before downloading an app. Uniqlo knows this and tells their customers exactly what to expect from their new app. So, rather than telling people to “Download now,” the CTA suggests readers “LEARN MORE.”
Tip: Before adding a CTA, consider where your customers are in the buying stages. While a regular buyer may instantly click to “shop now,” a new customer may need more information. New products might also require additional context in order to help customers understand their value.
Cta: “subscribe now” .
Most consumers prefer a brand to contact them via email . New York Magazine is a great example of how to write a call to action for email,. You’re immediately drawn in by the newsletter’s image emphasizing that it’s the “LAST CHANCE” to take advantage of its offer.
This encourages readers to take action by triggering the fear of missing out. The publication then describes all the benefits of joining — including its free tote bag — to entice users to click the “SUBSCRIBE NOW” button.
Based on the above examples, here are five critical aspects of a great CTA to include in your own:
This ensures people understand the desired action. For example, “Subscribe now” is easier to follow than “You can subscribe now by clicking this link.” Make sure the accompanying text promoting your CTA is clear and easy to read .
Who is your target audience and how can your CTA solve their concerns? Will a discount code save them money, or can you offer useful expertise and advice? Demonstrate exactly what your CTA will deliver and how.
Include phrases like “limited time offer” and “for today only” to motivate users to act. Pair these with action-oriented words like “subscribe” and “download” to encourage a particular action.
While “Visit this link” may suit a formal, professional audience, “Check out this link” works for a younger demographic. Be sure to use language and a tone of voice that your customers will understand and relate to.
Your CTA should be eye-catching and easily noticeable so your audience doesn't scroll past it. Use contrasting colors, emojis, bold fonts, and buttons to draw people in.
Now you know how to write a great call to action, let’s look at how Wordtune’s AI tools can speed up the process.
A call to action needs to be short and direct, succinctly telling the reader what action to take. Many CTAs are also written on a button, meaning you can only use a few words.
Using the Shorten button in Wordtune Editor can help you create a punchy CTA.
Get Wordtune for Free > Get Wordtune for Free >
Click on the sentence you would like to edit, and press Shorten . The Editor instantly generates alternatives. Notice how Wordtune’s suggestions are more direct, making them easier to understand.
Whether you’re stuck on which action verb to use or you want to make your CTA’s benefits more descriptive, Wordtune can provide suggestions.
To find alternative synonyms, highlight a particular word and click Rewrite , Casual , or Formal . In this example, I wanted a casual tone for social media, so clicked Casual to generate a list of alternative, informal words.
Wordtune's Create tool can help you brainstorm and plan your CTA copy.
To generate text, click Create and type in your prompt — no more than 1,000 characters.
AI Prompt: Create persuasive copy to entice customers to download our app to receive 10% off, with a direct call to action.
Using this prompt, Wordtune quickly created an enticing paragraph for me:
Wordtune can generate a specific CTA — “Download our app now” — which can be made into a CTA button. It can also create accompanying text to entice readers. Using the AI-generated copy, you can choose individual sentences to include such as, “With just a few clicks, you can browse our wide selection of products.”
In addition to suggesting synonyms, Wordtune’s Casual and Formal buttons can alter sentences to match your desired tone.
Here, I clicked the Formal button. In response, Wordtune removed the contraction “you’ll” and made its suggestions more direct, precise, and easy for readers to consume.
A powerful call to action encourages readers to act, whether that’s by engaging with your content, buying your products, or learning more about your services. This can increase website views, sales, and bookings.
Keep your CTA short and direct, explaining in simple language how it will provide value. Ensure the tone aligns with your target audience, and create a sense of urgency to motivate readers to act quickly. Help your CTA stand out against your text by using contrasting colors, emojis, and bold fonts. Follow these simple steps and you’ll be writing eye-catching CTAs in no time.
Want to learn more? Check out our guides on how to create an effective tone of voice to reach your target audience and how to boost readability to write clear, succinct CTAs.
Any content can be an ideal opportunity for a CTA. From social media and blog posts to landing pages, ads, emails and videos.
Calls to action are typically placed at the top, bottom, or side of a webpage. Take into account what your readers need to know before acting to find the best placement. For example, place a discount code at the top of your homepage. Or, if you want readers to share your content, it’s best at the end of the page.
With care, multiple calls to action can be used on the same webpage. For example, ask people to subscribe to your email list via a button while also adding a link to download an ebook. The key is to ensure your calls to action are spread out and organized in a way that doesn't overload the reader.
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The study of rhetoric has existed for thousands of years, predating even Socrates, Plato and the other ancient Greek philosophers that we often credit as the founders of Western philosophy. Although ancient rhetoric is most commonly associated with the ancient Greeks and Romans, early examples of rhetoric date all the way back to ancient Akkadian writings in Mesopotamia.
In ancient Greece and Rome, rhetoric was most often considered to be the art of persuasion and was primarily described as a spoken skill. In these societies, discourse occurred almost exclusively in the public sphere, so learning the art of effective, convincing speaking was essential for public orators, legal experts, politicians, philosophers, generals, and educators. To prepare for the speeches they would need to make in these roles, students engaged in written exercises called progymnasmata . Today, rhetorical scholars still use strategies from the classical era to conceptualize argument. However, whereas oral discourse was the main focus of the classical rhetoricians, modern scholars also study the peculiarities of written argument.
Aristotle provides a crucial point of reference for ancient and modern scholars alike. Over 2000 years ago, Aristotle literally wrote the book on rhetoric. His text Rhētorikḗ ( On Rhetoric ) explores the techniques and purposes of persuasion in ancient Greece, laying the foundation for the study and implementation of rhetoric in future generations. Though the ways we communicate and conceptualize rhetoric have changed, many of the principles in this book are still used today. And this is for good reason: Aristotle’s strategies can provide a great guide for organizing your thoughts as well as writing effective arguments, essays, and speeches.
Below, you will find a brief guide to some of the most fundamental concepts in classical rhetoric, most of which originate in On Rhetoric.
To understand how argument works in On Rhetoric , you must first understand the major appeals associated with rhetoric. Aristotle identifies four major rhetorical appeals: ethos (credibility), logos (logic), pathos (emotion), and Kairos(time).
*Note: When using these terms in a Rhetorical Analysis, make sure your syntax is correct. One does not appeal to ethos, logos, or pathos directly. Rather, one appeals to an audience's emotion/disposition, reason/logic, or sense of the author's character/credibility within the text. Ethos, pathos, and logos are themselves the appeals an author uses to persuade an audience.
An easy way to conceptualize the rhetorical appeals is through advertisements, particularly infomercials or commercials. We are constantly being exposed to the types of rhetoric above, whether it be while watching television or movies, browsing the internet, or watching videos on YouTube.
Imagine a commercial for a new car. The commercial opens with images of a family driving a brand-new car through rugged, forested terrain, over large rocks, past waterfalls, and finally to a serene camping spot near a tranquil lake surrounded by giant redwood trees. The scene cuts to shots of the interior of the car, showing off its technological capacities and its impressive spaciousness. A voiceover announces that not only has this car won numerous awards over its competitors but that it is also priced considerably lower than comparable models, while getting better gas mileage. “But don’t wait,” the voiceover says excitedly, “current lessees pay 0% APR financing for 12 months.”
In just a few moments, this commercial has shown masterful use of all four appeals. The commercial utilizes pathos by appealing to our romantic notions of family, escape, and the great outdoors. The commercial develops ethos by listing its awards, and it appeals to our logical tendencies by pointing out we will save money immediately because the car is priced lower than its competitors, as well as in the long run because of its higher MPG rate. Finally, the commercial provides an opportune and propitious moment for its targeted audience to purchase a car immediately.
Depending on the nature of the text, argument, or conversation, one appeal will likely become most dominant, but rhetoric is generally most effective when the speaker or writer draws on multiple appeals to work in conjunction with one another. To learn more about Aristotle's rhetorical appeals, click here.
The classical argument is made up of five components, which are most commonly composed in the following order:
Think of the exordium as your introduction or “hook.” In your exordium, you have an opportunity to gain the interest of your reader, but you also have the responsibility of situating the argument and setting the tone of your writing. That is, you should find a way to appeal to the audience’s interest while also introducing the topic and its importance in a professional and considerate manner. Something to include in this section is the significance of discussing the topic in this given moment (Kairos). This provides the issue a sense of urgency that can validate your argument.
This is also a good opportunity to consider who your intended audience is and to address their concerns within the context of the argument. For example, if you were writing an argument on the importance of technology in the English classroom and your intended audience was the board of a local high school, you might consider the following:
Of course, you probably should not include all of these types of appeals in the opening section of your argument—if you do, you may end up with a boring, overlong introduction that doesn’t function well as a hook. Instead, consider using some of these points as evidence later on. Ask yourself: What will be most important to my audience? What information will most likely result in the action I want to bring about? Think about which appeal will work best to gain the attention of your intended audience and start there.
The narratio provides relevant foundational information and describes the social context in which your topic exists. This might include information on the historical background, including recent changes or updates to the topic, social perception, important events, and other academic research. This helps to establish the rhetorical situation for the argument: that is, the situation the argument is currently in, as impacted by events, people, opinion, and urgency of some kind. For your argument on technology in the English classroom, you might include:
Providing this type of information creates the setting for your argument. In other words, it provides the place and purpose for the argument to take place. By situating your argument within in a viable context, you create an opportunity to assert yourself into the discussion, as well as to give your reader a genuine understanding of your topic’s importance.
These two concepts function together to help set up your argument. You can think of them functioning together to form a single thesis. The propositio informs your audience of your stance, and the partitio lays out your argument. In other words, the propositio tells your audience what you think about a topic, and the partitio briefly explains why you think that way and how you will prove your point.
Because this section helps to set up the rest of your argument, you should place it near the beginning of your paper. Keep in mind, however, that you should not give away all of your information or evidence in your partitio. This section should be fairly short: perhaps 3-4 sentences at most for most academic essays. You can think of this section of your argument like the trailer for a new film: it should be concise, should entice the audience, and should give them a good example of what they are going to experience, but it shouldn’t include every detail. Just as a filmgoer must see an entire film to gain an understanding of its significance or quality, so too must your audience read the rest of your argument to truly understand its depth and scope.
In the case of your argument on implementing technology in the English classroom, it’s important to think not only of your own motivations for pursuing this technology in the classroom, but also of what will motivate or persuade your respective audience(s). Some writing contexts call for an audience of one. Some require consideration of multiple audiences, in which case you must find ways to craft an argument which appeals to each member of your audience. For example, if your audience included a school board as well as parents andteachers, your propositio might look something like this:
“The introduction of newer digital technology in the English classroom would be beneficial for all parties involved. Students are already engaged in all kinds of technological spaces, and it is important to implement teaching practices that invest students’ interests and prior knowledge. Not only would the marriage of English studies and technology extend pedagogical opportunities, it would also create an ease of instruction for teachers, engage students in creative learning environments, and familiarize students with the creation and sharing technologies that they will be expected to use at their future colleges and careers. Plus, recent studies suggest a correlation between exposure to technology and higher literacy rates, a trend many education professionals say isn’t going to change.”
Note how the above paragraph considers the concerns and motivations of all three audience members, takes a stance, and provides support for the stance in a way that allows for the rest of the argument to grow from its ideas. Keep in mind that whatever you promise in your propositio and partitio (in this case the new teaching practices, literacy statistics, and professional opinion) must appear in the body of your argument. Don’t make any claims here that you cannot prove later in your argument.
These two represent different types of proofs that you will need to consider when crafting your argument. The confirmatio and refutatio work in opposite ways, but are both very effective in strengthening your claims. Luckily, both words are cognates—words that sound/look in similar in multiple languages—and are therefore are easy to keep straight. Confirmatio is a way to confirm your claims and is considered a positive proof; refutatio is a way to acknowledge and refute a counterclaim and is considered a negative proof.
The confirmatio is your argument’s support: the evidence that helps to support your claims. For your argument on technology in the English classroom, you might include the following:
The refutatio provides negative proofs. This is an opportunity for you to acknowledge that other opinions exist and have merit, while also showing why those claims do not warrant rejecting your argument.
If you feel strange including information that seems to undermine or weaken your own claims, ask yourself this: have you ever been in a debate with someone who entirely disregarded every point you tried to make without considering the credibility of what you said? Did this make their argument less convincing? That’s what your paper can look like if you don’t acknowledge that other opinions indeed exist and warrant attention.
After acknowledging an opposing viewpoint, you have two options. You can either concede the point (that is, admit that the point is valid and you can find no fault with their reasoning), or you can refute their claim by pointing out the flaws in your opponent’s argument. For example, if your opponent were to argue that technology is likely to distract students more than help them (an argument you’d be sure to include in your argument so as not to seem ignorant of opposing views) you’d have two options:
In your concession of the argument, you acknowledge the merit of the opposing argument, but you should still try to flip the evidence in a positive way. Note how before conceding we include “despite all of the potential for positive learning.” This reminds your reader that, although you are conceding a single point, there are still many reasons to side with you.
Note how we acknowledged the opposing argument, but immediately pointed out its flaws using straightforward logic and a counterexample. In so doing, we effectively strengthen our argument and move forward with our proposal.
Your peroratio is your conclusion. This is your final opportunity to make an impact in your essay and leave an impression on your audience. In this section, you are expected to summarize and re-evaluate everything you have proven throughout your argument. However, there are multiple ways of doing this. Depending on the topic of your essay, you might employ one or more of the following in your closing:
Remember that your peroratio is the last impression your audience will have of your argument. Be sure to consider carefully which rhetorical appeals to employ to gain a desirable effect. Make sure also to summarize your findings, including the most effective and emphatic pieces of evidence from your argument, reassert your major claim, and end on a compelling, memorable note. Good luck and happy arguing!
4-minute read
An argumentative essay is a structured, compelling piece of writing where an author clearly defines their stance on a specific topic. This is a very popular style of writing assigned to students at schools, colleges, and universities. Learn the steps to researching, structuring, and writing an effective argumentative essay below.
To effectively achieve its purpose, an argumentative essay must contain:
● A concise thesis statement that introduces readers to the central argument of the essay
● A clear, logical, argument that engages readers
● Ample research and evidence that supports your argument
1. classical.
● Clearly present the central argument.
● Outline your opinion.
● Provide enough evidence to support your theory.
● State your claim.
● Supply the evidence for your stance.
● Explain how these findings support the argument.
● Include and discuss any limitations of your belief.
● Explain the opposing stance of your argument.
● Discuss the problems with adopting this viewpoint.
● Offer your position on the matter.
● Provide reasons for why yours is the more beneficial stance.
● Include a potential compromise for the topic at hand.
● Introduce your topic in a bold, direct, and engaging manner to captivate your readers and encourage them to keep reading.
● Provide sufficient evidence to justify your argument and convince readers to adopt this point of view.
● Consider, include, and fairly present all sides of the topic.
● Structure your argument in a clear, logical manner that helps your readers to understand your thought process.
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● Discuss any counterarguments that might be posed.
● Use persuasive writing that’s appropriate for your target audience and motivates them to agree with you.
Follow these basic steps to write a powerful and meaningful argumentative essay :
If you’ve already been given a topic to write about, pick a stance that resonates deeply with you. This will shine through in your writing, make the research process easier, and positively influence the outcome of your argument.
To write an emotive argumentative essay , finding enough research to support your theory is a must. You’ll need solid evidence to convince readers to agree with your take on the matter. You’ll also need to logically organize the research so that it naturally convinces readers of your viewpoint and leaves no room for questioning.
A good structure to ensure a well-written and effective argumentative essay includes:
● Introduce your topic.
● Offer background information on the claim.
● Discuss the evidence you’ll present to support your argument.
● State your thesis statement, a one-to-two sentence summary of your claim.
● This is the section where you’ll develop and expand on your argument.
● It should be split into three or four coherent paragraphs, with each one presenting its own idea.
● Start each paragraph with a topic sentence that indicates why readers should adopt your belief or stance.
● Include your research, statistics, citations, and other supporting evidence.
● Discuss opposing viewpoints and why they’re invalid.
● This part typically consists of one paragraph.
● Summarize your research and the findings that were presented.
● Emphasize your initial thesis statement.
● Persuade readers to agree with your stance.
We certainly hope that you feel inspired to use these tips when writing your next argumentative essay . And, if you’re currently elbow-deep in writing one, consider submitting a free sample to us once it’s completed. Our expert team of editors can help ensure that it’s concise, error-free, and effective!
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You could write the most effective, emotional, efficient copy for your printed marketing media, and it wouldn’t amount to anything if a call to action wasn’t clearly defined.
In written advertising, a call to action (by definition) is an imperative sentence that instructs the reader to perform a task. They’re absolutely crucial because once you’ve hooked your audience on your brand, they need to know what steps to take in order to obtain your product or service. Good call to action phrases act like a trail of breadcrumbs leading potential customers directly to your business.
Before you can begin writing your call to action, you have to understand what you can offer your audience and more importantly, why they need it in the first place. The best practices for accomplishing this are to identify a problem your audience can relate to and position your brand as a solution to that problem. This makes the call to action more enticing to the audience because it gives them a reason to follow your instructions.
This flyer begins by offering a benefit (a happy reaction from your mother) and follows up with a call to action: “Send us her photo.” Photo Credit: LeighAnn Loftus
Almost every call to action includes a verb–but some verbs are stronger than others. Action words and phrases compel the reader to perform a task, which is the entire point of a call to action to begin with. Actionable verbs are ones that can actually be carried out by a person in a literal sense.
For example:
Good: “Call us today for a free sample” – this is actionable because “call” is a verb that can be carried out by a person.
Bad: “Give us a call for a free sample” – although “give” would normally be actionable, in this case what you’re giving is not a tangible object. You can’t literally hand someone a phone call.
A call to action is only effective if it’s clearly understood by the audience. For starters, the font should be bold and easy to read, so avoid small or overly fancy fonts.
More importantly, the message itself should be easily understood. A clear message spells out exactly what the audience should do and how it will benefit them. Write your call to action using simple language-avoid jargon or confusing terms.
Here’s an example:
Good: “Visit our website! “
Bad: “Point your web browser towards our home page.”
The call to action here is quick and to the point: “ENTER NOW” and a corresponding URL. Photo Credit: Jennie Myers
The reader should be able to go directly from the call to action to performing the task itself, so make sure he has everything he need to follow up. For example, if you want them to call, provide a phone number.
However, you also have to consider what kind of phone number you use and if it presents any other problems to your customer. For example, a customer is more willing to call a local number or a toll-free number than a long-distance number.
If you want your customer to visit your website, provide an address. However, if you also provide a QR code, then customers with smart phones or tablet devices can immediately visit your site without having to type an address.
If your goal is for your audience to visit your website, make sure to include a clear and noticeable URL, such as the one on this flyer. Photo Credit: Veronica Varetsa
Writing a call to action is more effective when the audience is only being asked to complete one task. Multiple phrases asking the audience to perform different tasks can be confusing and audiences can loose interest when they think there is a lot of work involved.
However, if you have to have multiple calls to action, make sure one is clearly dominant while the others are just there to work towards the main goal.
This flyer has multiple examples of calls to action, but one dominates the others: “Buy at Fine Retail Stores.” Photo Credit: Fran Linden
For example, the end goal may be to have customers sign up for a free consultation, but they might have multiple options for doing so. By using both “Call us to sign up for a free consultation” and “Visit our website and sign up for a free consultation” in your copy it makes it clear to the audience that signing up is the most important action.
A better way to achieve this would be to eliminate the other calls to action altogether. “Sign up for a free consultation by phone or on our website” is much clearer.
A time limitation makes your calls to action a bit stronger because it adds a sense of urgency. However this doesn’t have to be a strict measurement of time, just a general feeling of importance.
Good: “Call us today” – This call to action gives the audience a firm measurement of time to work with and creates a sense of importance.
Good: “Call now” – This is even more urgent and implies the offer may not last forever (even if that’s not the case.) The audience understands the importance of calling soon.
Bad: “Call anytime” – This implies that the offer is always available and that there’s no need to call immediately, which makes it more likely that the audience will forget to call completely.
A sense of urgency helps to make your call to action (such as the one on this flyer) more persuasive. Photo Credit: Darren @ Mass Appeal Designs
Customers want to know what will happen if they follow your call to action and how doing so will benefit them. Many people in your audience will be skeptical to follow your instructions unless they’re given more information on what happens after doing so.
Call to action phrases can be used to help your audience get over any opposition they may have. Identify and demolish any misgivings your audience may feel towards your brand and add statements that provide reassurance.
For example, a reader may not want to call because they’re afraid of being sucked into a long sales pitch. Therefore, you might say something like “Call now and in less than five minutes you can get a great deal on your insurance.”
Sometimes a special offer can go a long way towards convincing skeptical audience members to follow your call to action. This might be a free gift, guarantee , special discount or other incentives to sweeten the deal.
“Order today and get half-off the cost of shipping.” “Call now and ask about our buy-one, get one offer.” “Sign up for our mailing list to receive special member coupons.”
Be upfront in your call to action if there are any limitations to your offer, such as a time limit or per-customer limit.
The fact that buyers can ‘save over $700’ makes the call to action on this flyer especially persuasive. Photo Credit: Mike Greenwald
Just like any message you want to drive home, repetition makes your call to action more effective. Repeat your call to action several different ways and in different areas to make sure the message is clear.
Take a look at these examples:
“Visit us at the corner of Main and Maple to receive a free quote” “Come to our downtown location for your free quote” “Ask for your free quote at our Main and Maple location.” “Drive downtown today for your free quote.”
A call to action is more effective when it stands out from the rest of your design. Try using a contrasting font color to make the call to action pop. Red is an effective call to action color because it’s bright and creates a sense of urgency, but you can use any distinctive color that matches your design.
The bright red color helps this mailer’s call to action really stand out. Photo Credit: Burton Creative
Size matters.
A call to action should usually be sightly larger than the surrounding paragraph text so that readers recognize it as something separate. This also makes it easier to scan and read. People don’t always take action right away; a large call to action ensures that they will find it easily if they look at the ad later.
When the customer actually does follow through on your call to action, what happens next? It’s your responsibility to make sure that when they follow your instructions, it’s easy for them to follow the next step towards a sale or conversion.
And the next step.
For example, if you ask them to call your office, make sure someone is on the other end waiting to take their call and to explain the next step of the process. If the office is closed, there should be an automated message that explains the process and gives the customer instructions on when to call back.
Practice makes perfect, and your best call to action ideas will likely come to you after you’ve become more familiar with the process. Take the time to perform writing exercises, coming up with different ways to instruct your audience and drive them towards your brand’s end goal.
What sort of calls to action do you find to be effective in your printed material? What calls to action have you yourself acted upon in the past? Here’s a call to action for you: share your responses, tips and examples in the comments!
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I found your examples and suggestion to be very helpful , I intend to apply this information as I work on my call to action. I truly thank you.
Thank you for taking the time to share this information, I plan on applying it today in marketing my new sculpture, “Turn Two – Double Play
Some good tips there. I think however that a few of these flyers are even still a little too busy in design. I am forever trying to encourage my clients to create simple punchy ads so that the message is to the point. Product – Call to action – URL and finished.
Great call to action content
The single most important thing for any writer of copy is to understand its purpose. Knowing your end goal from the outset helps you craft the perfect piece of content and an ideal call-to-action statement.
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Crafting effective calls to action (CTAs) is more crucial than ever in today’s social media landscape. No longer just prompts to click, CTAs have evolved into powerful tools that build connections and drive meaningful engagement. Thus, social media call to action examples are exactly what we’ll be focusing on ahead!
The Modern Approach to CTAs Basic “Click Here” buttons are a thing of the past. Today, brands seamlessly integrate CTAs into content, making them a natural part of the user experience. These CTAs are crafted to resonate deeply with the audience, prompting action because it feels intuitive and right. Additionally, micro-engagements—strategically placed CTAs that align with user intent—are gaining popularity for their precision and effectiveness.
The Future: Immersive CTA Strategies The future of CTAs lies in creating interactive, personalized experiences. Dynamic content that adapts in real-time is on the rise, turning simple actions into engaging, memorable experiences. As digital platforms evolve, mastering CTA strategies will be crucial for staying ahead and maintaining a competitive edge.
Understanding the Psychology Behind Effective CTAs The best call to action for social media is one that taps into the psychology of the user. Urgency is a powerful motivator—people don’t want to miss out on limited-time offers. For example, a CTA like “Get 20% Off Today Only!” creates a sense of urgency that encourages immediate action. Another psychological trigger is social proof, where users are more likely to act if they see others doing the same. A CTA like “Join 10,000 Satisfied Customers” leverages this principle to build trust and drive conversions.
📚 To explore more about the terms and concepts that can enhance your understanding of effective CTAs, check out our Marketing Terms guide.
Crafting effective CTAs requires understanding how different social media platforms function. Each platform has unique features, user behaviors, and content formats. Below, we’ll dive deep into platform-specific strategies and provide actionable social media call to action examples that are proven to work.
Facebook remains a powerhouse for social media marketing due to its diverse audience and advanced targeting options. Here’s how to leverage Facebook’s unique features with effective CTAs:
Instagram’s visual-first platform and variety of content formats (like Stories, Reels, and Shopping) offer numerous opportunities for creative CTAs:
LinkedIn’s professional environment is perfect for B2B marketing and networking . CTAs here should focus on professional development, industry insights, and lead generation:
Twitter’s fast-paced environment requires CTAs that are short, direct, and engaging. Here’s how to make the most of your CTAs on Twitter:
Pinterest is a platform where users go to discover and plan, CTAs here should focus on inspiration and action, encouraging users to explore and engage with content:
Google Business Profile (formerly Google My Business) is crucial for local businesses aiming to attract nearby customers. Social Media Management tools like RecurPost can prove to very helpful for the same. CTAs here should focus on driving direct actions such as visits, calls, or bookings:
YouTube , being a video-centric platform, offers unique opportunities for CTAs, particularly with the use of video descriptions, end screens, and in-video prompts. Here’s how to effectively utilize CTAs on YouTube:
Creating effective social media call to action examples requires a deep understanding of each platform’s unique features and user behaviors. By tailoring your CTAs to the specific strengths of Facebook, Instagram, LinkedIn, Twitter, Pinterest, Google Business, and YouTube, you can drive higher engagement and conversions. Remember, the key to a successful call to action is not just in the wording but in how it fits into your overall strategy. Continuously test, measure, and refine your CTAs to keep them effective and relevant.
The most effective CTA for driving sales often depends on the platform and your audience. However, CTAs like “Shop Now,” “Get Offer,” and “Tap to Shop” are generally successful across various platforms, particularly when paired with time-sensitive promotions or product highlights.
You can measure the success of your CTAs by tracking key performance indicators (KPIs) such as Click-Through Rate (CTR), conversion rate, and engagement metrics like likes, shares, and comments. Tools like Google Analytics, Facebook Insights, and platform-specific analytics can provide detailed insights.
It’s a good practice to continuously test and optimize your CTAs. Regular A/B testing can help you understand which CTAs resonate best with your audience. Consider testing different CTAs every few weeks or months, depending on your campaign cycles and engagement data.
While it’s possible to use the same CTA across different platforms, it’s more effective to tailor your CTAs to each platform’s unique features and audience behaviors. For example, “Swipe Up” works well on Instagram Stories, while “Learn More” might be better suited for a Facebook ad.
In video content, you can place CTAs at the beginning, middle, or end of the video. Creative approaches include using on-screen text, voice-over prompts, or interactive elements like end screens on YouTube that encourage viewers to “Subscribe Now” or “Watch Next.”
Vrinda Jagga is a dedicated content writer with over 2 years of experience in the field. She excels in creating engaging and informative content that resonates with diverse audiences. Vrinda’s expertise spans various industries, and she has a knack for crafting narratives that captivate readers.
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A call to action (CTA) is a directive used in marketing to guide an audience toward a desired behavior, such as making a purchase, subscribing to a newsletter, or clicking a link. CTAs are often presented clearly and compellingly, using concise, persuasive language and a sense of urgency to motivate the audience.
Call to action. Works Cited. Components of an argumentative essay Argumentative essay introduction. The introduction sets the tone for the entire paper and introduces the argument. In general, the first paragraph(s) should attract the reader's attention, provide relevant context, and conclude with a thesis statement.
Customize your call-to-action for each person. 1. Make your call-to-action clear and direct. Don't hint. Don't imply. Don't suggest. It's not a whisper-to-think-about- action; it's a call-to -action. Use direct language, and eliminate wishy-washy phrases. Instead of "Maybe you could think about joining…", say "Join…".
4 call to action examples in persuasive writing. 1. Getting doers to do something. Doers are the worker bees of an organization. They are the ones that hear what needs to get done — and then do it. Doers don't shy away from physical tasks, and have the ability to round up the troops to inspire action in others, as well.
Use Voice of Customer research to understand buyer goals. 2. ActiveCampaign makes it clear what customers are signing up for. 6. BetterHelp solves three objections in just three words. 7. ClickUp backs up its claim with a compelling guarantee. is the prompt you give readers or users to take a desired action.
Make a claim. Provide the grounds (evidence) for the claim. Explain the warrant (how the grounds support the claim) Discuss possible rebuttals to the claim, identifying the limits of the argument and showing that you have considered alternative perspectives. The Toulmin model is a common approach in academic essays.
An argumentative essay presents a specific claim or argument and supports it with evidence and reasoning. Here's an outline for an argumentative essay, along with examples for each section: 3. 1. Introduction: Hook: Start with a compelling statement, question, or anecdote to grab the reader's attention.
Use Power Words and Emotional Triggers. Another crucial component of call-to-action writing is power words. These are words that appeal to emotions and trigger the desire to click. While action verbs tell readers what to do and what will happen after clicking a link, power words subtly nudge people to the desired page.
An argumentative essay comprises five essential components: 1. Claim. Claim in argumentative writing is the central argument or viewpoint that the writer aims to establish and defend throughout the essay. A claim must assert your position on an issue and must be arguable. It can guide the entire argument.
Let's dissect some real-life CTA examples to learn how to use strategic copy, design, and placement to transform an ordinary CTA into a magnetic, can't-resist-clicking force. 1. JD + Kate Industries. CTA placement: Exit intent popup.
A. Start with the least controversial reason to support your argument, explaining your point clearly as an overview. 1. First evidential support of your reason (known as confirmatio) 2. Second evidential support of your reason, then third, and so on.
Secondly, it lets the writer figure out what evidence suits what argument most. Before writing, draft your essay first. Put examples, facts, etc. in the right parts of the paper. Then, write the entire text. Thirdly, an outline provides a perfect opportunity to change the essay's parts without rewriting the paper.
7. Avocado Green Mattress. Avocado Green Mattress has upcycled bedroom furniture people can buy to complement their organic mattresses. The call to action is "Shop Zero Waste" is a clear call to the type of buyer who is willing to pay a premium to minimize their impact on the environment.
An argumentative essay attempts to convince a reader to agree with a particular argument (the writer's thesis statement). The writer takes a firm stand one way or another on a topic and then uses hard evidence to support that stance. An argumentative essay seeks to prove to the reader that one argument —the writer's argument— is the ...
Example Of An Argumentative Essay Writing an essay on the topic "Example of an Argumentative Essay" can be a challenging task, as it requires a careful balance between presenting a clear argument and providing relevant examples to support that argument. The difficulty lies in not only understanding the intricacies of constructing a persuasive argument but also in selecting appropriate examples ...
Example Body Paragraph: Over the past several years, one of the biggest consequences of the lack of regulation of social media platforms has been the mining of Facebook user data, which has been exposed by the news media and the U.S. government. Investigations by the Federal Trade Commission (F.T.C.) have shown that Facebook allowed its data-sharing partners to mine user data without ...
Demonstrate exactly what your CTA will deliver and how. . 3. Create a sense of urgency. Include phrases like "limited time offer" and "for today only" to motivate users to act. Pair these with action-oriented words like "subscribe" and "download" to encourage a particular action. . 4. Consider your target audience.
3 Drafting: Write a rough draft of your essay. It helps to include any data and direct quotes as early as possible, especially with argumentative essays that often cite outside sources. 4 Revising: Polish your rough draft, optimize word choice, and restructure your arguments if necessary. Make sure your language is clear and appropriate for the ...
When you're writing a persuasive essay, you need more than just an opinion to make your voice heard. Even the strongest stance won't be compelling if it's not structured properly and reinforced with solid reasoning and evidence. Learn what elements every argumentative essay should include and how to structure it depending on your audience in this easy step-by-step guide.
Level Up Your Team. See why leading organizations rely on MasterClass for learning & development. A call to action, or CTA, is a digital marketing tool that companies use for an array of reasons, including building their customer base, capturing a sale, and turning web visitors into paying customers.
The classical argument is made up of five components, which are most commonly composed in the following order: Exordium - The introduction, opening, or hook. Narratio - The context or background of the topic. Proposito and Partitio - The claim/stance and the argument. Confirmatio and/or Refutatio - positive proofs and negative proofs of ...
Tips for Writing a Well-Written Argumentative Essay. Introduce your topic in a bold, direct, and engaging manner to captivate your readers and encourage them to keep reading. Provide sufficient evidence to justify your argument and convince readers to adopt this point of view. Consider, include, and fairly present all sides of the topic.
Example: Good: "Call us today" - This call to action gives the audience a firm measurement of time to work with and creates a sense of importance. Good: "Call now" - This is even more urgent and implies the offer may not last forever (even if that's not the case.) The audience understands the importance of calling soon.
Put It All Together: How To Write A Call To Action With A Compelling Structure. No matter what motivation you use (fear or hope), there are some common ways that you should use when structuring your call to action. 1. Start with verbs. Verbs are the action words that make it clear to readers what you want them to do.
CTAs here should focus on driving direct actions such as visits, calls, or bookings: Example 1: "Call Now" for Immediate Inquiries. Strategy: "Call Now" is a highly effective CTA for service-based businesses like restaurants, repair services, or salons. For example, a local HVAC company might use this CTA on their Google Business ...