In the social space, calls to action aren't always answered. Inspiring action is a better bet.
Social businesses can't deny the importance of including calls to action in posts. Indeed, telling people what to do makes it all the more likely they'll do it.
But I've got to tell you, sometimes calls to action annoy me. And this is coming from someone who uses them. "Like if you agree!" "Share with your friends!" "Leave a comment!" Jeez, knock it off, will you? Stop ordering me around!
Honestly, I truly wonder if we really need them as much as we use them. Perhaps all we REALLY need to inspire people to help us achieve our goals is a good lede.
A good lede is the most basic — and perhaps the most frustrating — element of news writing. And if you manage the content for a social presence, you need to know how to write one, even if you never worked as a journalist. Technically speaking, a great news lede is less than 30 words long and summarizes the story's most important fact in the first 10.
But summary ledes aren't always going to move audiences to engage. What often works better in the social space is the creative lede: A one-two punch of a sentence (or short paragraph) that illicits an emotional response — and leaves them wanting to know more.
If you're trying to get a little more creative with how you introduce your social media posts, here are a few pointers:
ALWAYS think about your audience. Think about what they need from you. This will help you craft a more creative post.
Use as few words as possible. Creative ledes aren't necessarily bound by word count, but they should still stay short.
Write in the active voice.
You want your audience to act, right? Active voice
gives your writing energy.
Be yourself. Write the way you'd want to be written to.
Be emotional. But not in a "try to make everyone cry" sort of way. Make people laugh. Make people think. Heck, make them mad. Emotions will engage people who wouldn't otherwise comment. Stir that pot.
Follow what others are doing. The best writers read voraciously. Be one of them.