Triple Your Call To Actions (CTA)

You’ve written a great email. It’s engaging. It’s witty. It’s packed with value.

And then… crickets.

Your Call to Action (CTA) just sits there, unloved and unclicked, like a “Free Hugs” sign at a porcupine convention.

Why?

Because most CTAs make the one mistake that human psychology simply cannot resist ignoring.

It’s not your offer. It’s not your copy.

It’s the way you’re framing the decision.

Introducing…
The Illusion of Control

(a.k.a. The Jedi Mind Trick That Makes People WANT to Click)

People hate being told what to do.

But they love feeling like they’re in control of their choices.

When you give your readers only one option (like “Click Here”), their brain instantly registers it as a command—which triggers their instinct to resist.

However… 

...when you give them multiple choices—both leading to the outcome you want—they feel in control, and they’re far more likely to take action.

Here’s How It Works 
(With Examples You Can Steal)

 The WRONG Way (No Choice, Feels Pushy):“

• Click here to book a call now.”

What’s wrong? This forces them into a yes/no decision (Click or Don’t Click), which activates resistance.

 The RIGHT Way (Choice = More Clicks):

“Want to see how this works? You can:

• Click here to book a quick call (if you like fast answers).
• Or read this case study first (if you prefer to see proof first).”

Why this works:

• Both choices lead to engagement (either they book or read more).
• They feel in control—which reduces resistance.
• The decision becomes  — ‘Which one?’ instead of ‘Should I?’

Advanced Version: Make One Option Feel Like the Default

If you want to gently steer people toward the action you prefer, you can position one choice as the ‘obvious’ or ‘most popular’ option.

Example:"Want to see how this works? You can:

• Click here to book a quick call (Most people do this—it’s the fastest way to get clarity).
• Or, if you’re not sure yet, check out this case study first.”

 Why this works:

• People naturally default to what “most people” do (social proof).
• It subtly nudges them to take action faster without feeling forced.

Ready To Put This 
Trick Into Action?

Take a look at your last email, landing page, or sales page CTA and rewrite it using the Illusion of Control.

Then, watch what happens to your click-through rates.

BUT...

...if you’d rather have an expert write high-converting emails for you—ones that get clicks, replies, and sales—I can help.

👉 [Click Here to Work With Me]

🚀 Or go forth and write CTAs that actually work.