CTA Playbooks

Give them a reason to act. Make texting the next step.

The call to action should explain what the customer gets and what happens next. These playbooks provide channel-specific starting points for QR codes, SmartLinks, television, direct mail, social campaigns, and event marketing.

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Simple framework: name the outcome, choose one entry method, and set a clear response expectation.
QR
QR Code
Print, signage, and OOH
LINK
SmartLink
Digital, social, and email
TV
TV & Streaming
Short response CTA
MAIL
Direct Mail
Track scan source by market
SOCIAL
Social & Paid
Move from feed into SMS
EVENT
Vehicle & Event
High-traffic surfaces to SMS
2Taps from any surface to SMS
1Primary action per surface
6Channel-specific CTA playbooks
0App downloads required
Channel Playbooks
CTA copy by channel.

Each surface needs its own wording, but the destination stays the same: a native SMS conversation that OTTO handles from the first reply. Use these formulas as starting points, then test your own.

QR
QR Code. Print & OOH
Direct mail, signage, vehicle wraps, trade show booths. The QR code opens a mobile path into the native Messages app.
Formula
“Text [KEYWORD] to [NUMBER] or scan to [OUTCOME]”
Example
“Scan to get your free estimate. no phone call needed.”
LINK
SmartLink. Digital & Email
Social bios, email footers, digital ads, landing pages. SmartLink adapts by device. Mobile can open Messages, while desktop can display a QR bridge.
Formula
“[ACTION VERB] via text. no form, no wait.”
Example
“Get your quote by text. Tap here. OTTO responds in seconds.”
TV
TV & Streaming
Broadcast and CTV spots. Viewers already have their phone in hand. Give viewers one short, memorable response instruction.
Formula
“Text [KEYWORD] to [NUMBER] right now.”
Example
“Text ROOF to 55500. start your estimate by text.”
MAIL
Direct Mail
Every piece of mail is a QR code opportunity. Use campaign-specific QR codes to connect the opt-in to the mail piece and market.
Formula
“Scan the code below for [SPECIFIC OFFER]. no website, no wait.”
Example
“Scan to check your home’s trade-in value. OTTO responds with the next step.”
SOCIAL
Social & Paid Digital
Instagram bio, Facebook ad, TikTok CTA, Google display. Place the SmartLink in the bio or ad so the customer can move from the feed into SMS.
Formula
“DM us. or tap the link to skip the DM queue.”
Example
“Tap to text us. Start the conversation by text.”
EVENT
Vehicle & Event
Wrapped vehicles, trade show booths, event signage. High-traffic surfaces that move. Place the QR code on the asset so interest can become a trackable SMS conversation.
Formula
“See this truck? Text [KEYWORD] to [NUMBER] for [OUTCOME].”
Example
“Scan this truck for a free pest inspection. start the conversation by text.”
What makes a CTA convert
Five rules. Every channel.

The goal is not clever wording. The goal is a clear next step. 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 scan, text, or tap is only the mechanism.
Rule 02
Remove the word “form”
“No form. No wait.” sets a clear expectation.
Your CTA should explicitly signal that this isn’t a form. it’s a text. That contrast can make the action easier to understand.
Rule 03
Set a time expectation
“OTTO responds with the next step” gives the customer a clear expectation.
Speed anxiety kills opt-ins. Tell them exactly how fast the response comes. Use a realistic response window instead of vague timing.
Rule 04
One CTA per surface
Choose one primary entry method for each surface.
Multiple entry methods on one piece can weaken attribution and make the instruction less clear. 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. A local 10-digit number can feel more familiar than a shortcode.
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 with the next step.”
✓“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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