TextingOnly · Land Phase
The right CTA gets them into the Bottom Bar.

Every scan, tap, and click is an entry point. These CTA Playbooks give you the exact copy — for every channel — that gets contacts off the surface and into a native SMS conversation with OTTO.

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2Taps from any surface to SMS
71%Opt-in rate vs. 19% web forms
4Entry point types — all attributed
0App downloads required
Channel Playbooks
CTA copy by channel.

Every surface needs different language — but the destination is always the same: a native SMS conversation that OTTO handles from the first reply. Use these formulas as starting points, then test your own.

📷
QR Code — Print & OOH
Direct mail, signage, vehicle wraps, trade show booths. The QR opens the native camera and routes straight to Messages.
Formula
“Text [KEYWORD] to [NUMBER] or scan to [OUTCOME]”
Example
“Scan to get your free estimate — no phone call needed.”
🔗
SmartLink — Digital & Email
Social bios, email footers, digital ads, landing pages. SmartLink detects device and routes — mobile opens Messages, desktop shows a bridge page.
Formula
“[ACTION VERB] via text — no form, no wait.”
Example
“Get your quote by text. Tap here — OTTO responds in seconds.”
📺
TV & Streaming
Broadcast and CTV spots. Viewers already have their phone in hand. Give them something to do with it — a keyword is faster than a URL.
Formula
“Text [KEYWORD] to [NUMBER] right now.”
Example
“Text ROOF to 55500 — get your estimate before the commercial ends.”
📬
Direct Mail
Every piece of mail is a QR code opportunity. Geo-stamp the scan — you’ll know exactly which campaign and zip code drove the opt-in.
Formula
“Scan the code below for [SPECIFIC OFFER] — no website, no wait.”
Example
“Scan to check your home’s trade-in value. OTTO responds in 30 seconds.”
📱
Social & Paid Digital
Instagram bio, Facebook ad, TikTok CTA, Google display. SmartLink in the bio or ad copy — one tap from the feed to an SMS conversation.
Formula
“DM us — or tap the link to skip the DM queue.”
Example
“Tap to text us — OTTO qualifies you in 60 seconds, no inbox wait.”
🚗
Vehicle & Event
Wrapped vehicles, trade show booths, event signage. High-traffic surfaces that move. QR on the asset, OTTO handles the lead — even when the vehicle is parked across town.
Formula
“See this truck? Text [KEYWORD] to [NUMBER] for [OUTCOME].”
Example
“Scan this truck for a free pest inspection — we’ll text you back today.”
What makes a CTA convert
Five rules. Every channel.

The formula isn’t about creativity — it’s about removing friction. These five rules apply whether you’re writing copy for a TV spot or a vehicle wrap.

Rule 01
Name the outcome, not the action
“Get your free estimate” not “Scan the QR code”
People scan for what they get, not because scanning is interesting. Lead with the outcome — the mechanism (scan, text, tap) is secondary.
Rule 02
Remove the word “form”
“No form. No wait.” is a conversion line — use it.
Web forms have 81% abandonment. Your CTA should explicitly signal that this isn’t a form — it’s a text. That contrast drives opt-ins.
Rule 03
Set a time expectation
“OTTO responds in 30 seconds” — say it.
Speed anxiety kills opt-ins. Tell them exactly how fast the response comes. 30 seconds, 60 seconds, or “right now” — any specific beats vague.
Rule 04
One CTA per surface
QR code OR keyword OR SmartLink — never all three.
Multiple entry points on one piece split attribution and confuse the prospect. Choose the right mechanism for the channel and commit to it.
Rule 05
Short keyword, local number
ROOF not ROOFESTIMATE. (443) not a 5-digit shortcode.
Keywords should be one word, obvious, and easy to type on a phone keyboard. Local 10-digit numbers outperform shortcodes for trust — it looks like a real person’s number.
CTA copy: do this, not that.
✓ Do this
✓“Scan to get your free estimate — no form, no wait.”
✓“Text ROOF to (443) 555-0100 right now.”
✓“OTTO responds in 30 seconds.”
✓“No app download. No account. Just text.”
✓“Tap to text us — skip the hold music.”
✗ Not this
✗“Fill out our contact form for a quote.”
✗“Visit our website at www.longurl.com/contact-us.”
✗“Scan the QR code to learn more.”
✗“We’ll get back to you within 2 business days.”
✗“Download our app to get started.”
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