MARKET PULLER · FREE WIN 6 OF 10

Give the buyer a next step without turning helpful content into a pitch.

A CTA should continue the help. It should not suddenly change the relationship from useful to pushy.

Match the CTA to the buyer's readiness

• Early: “Save this checklist for when you compare options.”
• Learning: “If you want the worksheet, use the free version here.”
• Diagnosing: “If you're unsure which gap applies to you, run the free check.”
• Considering: “If you want to see what the complete system includes, here's the breakdown.”
• Ready: “If this fits what you already want, here's the next step.”

The test

If the CTA feels like a sudden jump in commitment, shrink the step.