Call to Action. Stop Stalling
4 July 2026 · 2 min read
Call to Action. Stop Stalling.
By Lior Student · Founder & CEO, Make a Point
The call to action is what you'll ask your audience to do with the messages you delivered. If you work from the call to action backwards, you will be very clear on what content needs to be included or excluded. The call to action is your north star.
Great Presentation. Now What?
Most people end with: "Any questions?" or "Thanks everyone" and then wonder why nothing happens.
No decision. No urgency. No movement.
Because you never told the audience what to do.
What do you want the audience do now?
Approve something
Choose the best option
Allocate budget to launch the initiative
Start a POC
Bring in the decision makers
Watch out for "let me know what you think", "let's meet again" or "we'd love to hear your feedback."
These generic calls to action will not move the process forward. And no, "inform" or "educate" are not calls to action.
Weak Call to Action = Weak Results
No "I want you to...", "you need to", "You should...". Try instead: "I encourage you to...", "I invite you to..." "I recommend..." "I urge you to..."
One Sentence. Three Parts.
WHY DO IT + WHAT TO DO + WHEN
To reduce risk + prepare + this week
To move faster + approve + before Q4
To avoid delays + launch + after the pilot
To gain insights + allocate resources + next customer meeting
Remember! The Why precedes the What to do.
Examples:
To meet the deadline, hire new programmers by the end of next week.
To stay ahead of the competition, develop a new product before the end of the year.
Want Better Meetings?
Don't be vague: "Let's connect", "Quick sync", "Touch base". Be specific: "Compare and choose...", "Prepare for Q4 deadlines...", "Find a solution for... , "Make a decision on..."
Before Your Next Conversation
Ask yourself: What is the desired outcome?
What exactly do I want people to do after hearing me?