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.opencode/skills/copywriting/references/cta-patterns.md

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+# CTA Patterns
+
+Button copy and calls-to-action that convert.
+
+## CTA Formulas
+
+### Action + Benefit
+```
+Start [benefit]ing
+Get [outcome]
+Unlock [benefit]
+Claim [offer]
+```
+
+**Examples:**
+- Start saving hours
+- Get instant access
+- Unlock your growth
+- Claim your free trial
+
+### First Person ("My")
+```
+Start my free trial
+Get my copy
+Build my [thing]
+Show me how
+Send me the guide
+```
+
+Outperforms generic "Get started" in many tests.
+
+### Yes + Benefit
+```
+Yes, I want [benefit]
+Yes, show me how
+Yes, sign me up
+Count me in
+I'm ready to [benefit]
+```
+
+### Imperative Verbs
+| Verb | Best For |
+|------|----------|
+| Get | Acquiring something |
+| Start | Beginning a journey |
+| Join | Community/membership |
+| Discover | Learning/content |
+| Build | Creation tools |
+| Try | Low commitment |
+| Book | Services/calls |
+| Download | Content offers |
+| Watch | Video content |
+
+## CTA by Funnel Stage
+
+### TOFU (Awareness)
+```
+Learn more
+Read the guide
+Watch the video
+Get the checklist
+See how it works
+```
+
+### MOFU (Consideration)
+```
+Start free trial
+Schedule a demo
+See pricing
+Compare plans
+Talk to sales
+```
+
+### BOFU (Decision)
+```
+Buy now
+Get started
+Subscribe
+Upgrade today
+Claim your spot
+```
+
+## Button Copy A/B Tests
+
+Tests often show these winners:
+
+| Lower Conversion | Higher Conversion |
+|------------------|-------------------|
+| Submit | Get My Free Guide |
+| Click here | Start My Free Trial |
+| Learn more | Show Me How |
+| Sign up | Yes, I Want This |
+| Download | Send Me the Checklist |
+
+## Adding Urgency
+
+```
+[CTA] - Limited spots
+[CTA] - Offer ends [date]
+[CTA] (only [N] left)
+[CTA] before [deadline]
+```
+
+## Adding Value
+
+```
+[CTA] — It's free
+[CTA] (no credit card)
+[CTA] — Cancel anytime
+[CTA] — 30-second setup
+[CTA] — Risk-free
+```
+
+## CTA Placement
+
+### Landing Page
+- Hero section (primary)
+- After benefits section
+- After testimonials
+- Final section (full-width)
+
+### Email
+- After value proposition
+- P.S. section
+- Keep above scroll if possible
+
+### Blog Post
+- After introduction
+- Mid-content (if natural)
+- End of post
+
+## Surrounding Copy
+
+### Above CTA
+```
+Ready to [benefit]?
+Join [number]+ [audience] who already [benefit]
+Stop [pain]. Start [benefit].
+```
+
+### Below CTA (Microcopy)
+```
+Free forever. No credit card required.
+30-day money-back guarantee
+Setup takes 2 minutes
+Cancel anytime. No questions asked.
+```
+
+## CTA Contrast
+
+For multiple CTAs on page:
+
+| Primary | Secondary |
+|---------|-----------|
+| Filled button | Ghost/outline button |
+| Start Free Trial | See Pricing |
+| Get Started | Watch Demo |
+| Buy Now | Learn More |
+
+## CTA Checklist
+
+- [ ] Action verb starts the CTA?
+- [ ] Benefit clear?
+- [ ] Matches page intent?
+- [ ] Contrasts visually?
+- [ ] One primary CTA per section?
+- [ ] Risk reducer nearby?
+- [ ] Mobile tap-friendly size?