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Write the main CTA

The 2-4 word button text a buyer clicks without fear.

4 steps3 rulesStep 7 of 7 in Name and position

Use this skill

Read https://isklls.com/s/write-the-main-cta and follow it.

Paste it into Claude, ChatGPT, Codex, Gemini or any agent that can open a link, then add your task.

Save.md
write-the-main-cta.md
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Purpose::

Write the main call to action: the button text on the site.

Rules::

  • 2-4 words, starts with a verb
  • Low risk for the buyer (try, start, get, browse)
  • Says what they get, not what you want

Inventory::

  • Your idea line, main opportunity and product name

Steps::

  1. 1Name the first step a buyer takes
  2. 2Say it as a button
  3. 3Swap any risky word (buy, subscribe) for a safe one
  4. 4Reply with the button text only

Metrics::

  • 2-4 words
  • A buyer clicks it without fear
Brand.md

Purpose:: Say in plain words what your product sells and what that makes it.

Steps::

  1. 1. Read the idea
  2. 2. Name the thing the buyer walks away with (a list, a reply, a report, a file)
  3. 3. Name the kind of maker that produces it (a teacher, a cook, a mechanic)
  4. 4. Fill: I sell _, so I am _

Say what you sell in plain words

Name the concrete thing your buyer gets, and what that makes you.

Brand.md

Purpose:: Flip what you sell into what it is a means to, then flip again into a human outcome.

Steps::

  1. 1. Take the output after "I sell"
  2. 2. Ask: why does the buyer want it? Fill: <output> is a means to <goal>
  3. 3. Ask once more: what does that goal unlock for a person?
  4. 4. Fill like the brands: <Verb>ing our <product> is a means to <outcome>

Flip what you sell into what it is a means to

Turn your output into the bigger goal it serves, twice, like the big brands do.

Brand.md

Purpose:: Pick the strongest "to ..." goal from your flips and sharpen it.

Steps::

  1. 1. Read the goal in each flip
  2. 2. Take the biggest, most human one
  3. 3. Cut it to max 8 words that still mean it
  4. 4. Reply with that phrase, ending with a period

Pick the one goal your brand stands for

Choose the strongest "to ..." goal from your flips and cut it to t-shirt size.

Brand.md

Purpose:: Write one clear purpose statement: what it stands for, what it is used for, how it is experienced and its main benefit.

Steps::

  1. 1. Stands for: take your "to ..." goal
  2. 2. Used for: take what you sell
  3. 3. Experienced: how a user feels while using it
  4. 4. Benefit: the one big win for the user

Write a purpose statement

Draft, then finalise one sentence that says what you stand for, what you are used for, how it feels and the big win.