Call-to-action buttons on a website, landing page, social post, online store, or in an email are helpful, but they don’t work because someone you seek to serve clicks them.
They work because you’ve earned a sufficient level of trust from those you seek to serve, and that trust is what enables someone to click the button.
The higher the trust, the easier it is to click the button.
And when someone you seek to serve takes the risk to extend trust towards you by choosing to click the button, are you continuing to earn their trust?
Or have you carelessly squandered it and the relationship?
