Persuasion Sequences
Command Action
Direct, clear next move with no ambiguity.
This is the moment where ambiguity ends and direction begins. You've built the tension, delivered the insight, earned the trust — and now you tell them exactly what to do next. One thing. No options. No "maybe consider." A single, clear imperative that leaves zero room for hesitation.
Why This Works
Decision fatigue is the enemy of conversion. Every option you add, every qualifier you insert, every "you could also" you include — each one reduces the probability of action. The brain at this stage of the ad is emotionally primed and cognitively loaded. It wants to be told what to do. A single, direct command meets that need. It doesn't feel pushy — it feels like relief.
In Your Ads
End with one action. Not "visit our website or follow us or check out our blog." One verb. One destination. "Click below and scan your first ad in 60 seconds." The command should feel like the natural next step — the only logical thing to do given everything that came before. If you have to convince them at the CTA, your ad didn't do its job.
When This Breaks
You offer three options: "Start a free trial, book a demo, or download our guide." The viewer, who was ready to act, now has to choose. And the easiest choice is always "none of the above." Multiple CTAs feel like a menu. One CTA feels like a door.
Example
Multiple asks: "Visit our site, follow us on Instagram, and sign up for our newsletter." Single command: "Scan your first winning ad. Free. Takes 60 seconds. The link is below."
Related Terms
Frequently Asked Questions
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