CTA Funnel

How A2R adapts call-to-action style across the buyer journey.

AwarenessProvocativeTOP“Rethink what's possible.“See what education looks like when AI listens.ConsiderationInvitationalMID“Explore how it works.“Let's build something together.DecisionDirectBTM“Start your pilot.“Schedule a demo.

Top of Funnel (Awareness)

TOP

Style: Provocative — challenge assumptions, spark curiosity, make the reader stop.

Characteristics

  • •Questions or bold statements, not instructions
  • •Create curiosity gaps — the reader wants to know more
  • •Aligned with the rebel pillar
  • •Often paired with visionary or poetic content

Examples

  • “Rethink what's possible.”
  • “See what education looks like when AI listens.”
  • “What if every learner had a path built just for them?”
  • “The future of learning isn't one-size-fits-all. See why.”

Anti-Patterns

  • ×"Learn more" (generic, zero energy)

    ✓See what education looks like when AI listens.

  • ×"Sign up for our newsletter" (too transactional for awareness stage)

    ✓Stay curious — explore our latest thinking.

  • ×"Don't miss the revolution" (fear-based)

    ✓Rethink what's possible.

Middle of Funnel (Consideration)

MIDDLE

Style: Invitational — welcome exploration, reduce friction, create partnership language.

Characteristics

  • •"Let's" language — collaborative, not pushy
  • •Frames the action as exploration, not commitment
  • •Warm, low-pressure
  • •Often paired with case studies, demos, or educational content

Examples

  • “Explore how it works.”
  • “Let's build something together.”
  • “See it in action.”
  • “Walk through a live demo — no commitment.”
  • “Discover what adaptive learning means for your learners.”

Anti-Patterns

  • ×"Buy now" (too aggressive for consideration)

    ✓Explore how it works.

  • ×"Request a quote" (too transactional)

    ✓Let's build something together.

  • ×"Don't wait" (pressure)

    ✓Walk through a live demo — no commitment.

Bottom of Funnel (Decision)

BOTTOM

Style: Direct — clear action, no ambiguity, confidence in the next step.

Characteristics

  • •Specific action verbs
  • •No hedging or unnecessary qualifiers
  • •Confidence that the reader is ready — don't re-sell
  • •Often paired with proposal content or decision-stage pages

Examples

  • “Start your pilot.”
  • “Schedule a demo.”
  • “Talk to our team.”
  • “Launch your first adaptive course.”
  • “Get started.”

Anti-Patterns

  • ×"Submit" (clinical, cold)

    ✓Get started.

  • ×"Click here" (meaningless)

    ✓Start your pilot.

  • ×"Act before it's too late" (fear)

    ✓Launch your first adaptive course.

  • ×"What are you waiting for?" (patronizing)

    ✓Talk to our team.

CTA Rules

Five non-negotiable principles for every A2R call to action.

  1. 1

    Never fear-based: No urgency through pressure. Urgency through excitement is acceptable ("The moment is now").

  2. 2

    Never generic: "Learn more" and "Click here" are banned. Every CTA should feel specific to A2R.

  3. 3

    Tone-matched: A playful social media post doesn't need a formal CTA. A technical doc doesn't need a provocative one.

  4. 4

    One primary CTA: When multiple CTAs are needed, establish clear visual and verbal hierarchy.

  5. 5

    Verb-led: Start with the action ("Start", "Explore", "See", "Build", "Talk").

Competitor Positioning

How A2R differentiates without naming names.

Feature-LedWorldview-LedAttack CompetitorsElevate SelfFeatureDifferentiatorSpec-SheetWarAVOIDPhilosophicalAttackAVOIDWorldview +Self-ElevationA2R positions through worldview and self-elevation, never attacking competitors

Core Rule

A2R never names competitors. Never.

A2R FramingWhat It Replaces
Most platforms automate. We collaborate.Unlike [Competitor], we don't just automate...
Others optimize for efficiency. We optimize for learning.[Competitor] focuses on efficiency, but we focus on learning.
Some see AI as a tool. We see it as a partner.While [Competitor] treats AI as a tool...
The industry settled for one-size-fits-all. We didn't.[Competitor]'s approach is one-size-fits-all, but ours isn't.

Positioning Principles

  • •Elevate, don't attack: A2R's positioning makes itself bigger, not others smaller.
  • •Worldview over features: "We believe in X" is stronger than "We have feature Y that they don't".
  • •Inclusive language: "Most" or "the industry" rather than naming or implying specific companies.
  • •Confidence without arrogance: State A2R's position clearly without suggesting others are wrong.
  • •Let the prospect compare: Give them clear articulation of A2R's philosophy; they'll draw their own comparisons.

Evidence Blend

Strong A2R content blends three types of evidence.

Data-BackedStoriesEvidenceLogicCompellingNarrativesStrong A2RContentStatistics(Numbers)Case Narratives(Stories)Logical Argument(Reasoning)

Statistics (Numbers)

Specific and verifiable numbers, percentages, and metrics.

Contextualized: "From 60% to 84%" tells a richer story than "84%".

“40% improvement in retention rates across partner institutions.”

Case Narratives (Stories)

Real partner experiences, anonymized if needed.

Focus on transformation: before → challenge → partnership → result.

“When we partnered with [University], completion rates jumped from 60% to 84% in one semester.”

Logical Argument (Reasoning)

If-then constructions that make the case through logic.

Should feel self-evident once stated — the logic should click.

“When content adapts to each learner in real time, engagement follows naturally.”

Urgency Style

A2R creates urgency through opportunity, never fear.

Fear-Based (Avoid)Opportunity-Based (Use)
Don't get left behindThe moment is now
Your competitors are already...Leading institutions are discovering...
You can't afford to waitThe opportunity has never been clearer
The future won't wait for youThe future is being built right now — come build it with us
Last chance to...Ready when you are