{"id":571,"date":"2020-05-12T09:22:07","date_gmt":"2020-05-12T09:22:07","guid":{"rendered":"https:\/\/socialplanner.io\/blog\/?p=571"},"modified":"2020-05-12T09:22:07","modified_gmt":"2020-05-12T09:22:07","slug":"call-to-action-the-why-and-how-of-this-marketing-strategy","status":"publish","type":"post","link":"https:\/\/socialplanner.io\/blog\/call-to-action-the-why-and-how-of-this-marketing-strategy\/","title":{"rendered":"Call To Action – The Why And How Of This Marketing Strategy"},"content":{"rendered":"

No marketing campaign<\/a> is complete without a proper and engaging call to action. It is what calls on people to take action, as the name suggests. A good call to action (CTA) will help your target audience know that they should click to visit your website or have another important action take place. It\u2019s the \u2018Buy Now\u2019 button that we all know. They are on advertisements and landing pages everywhere.<\/span><\/p>\n

Having a call to action that provides ample information is advantageous to everyone involved – possible customers as well as the marketer. With a good call to action, you will get the right people to click on your button. In addition, you will also dissuade the wrong people from reacting. Your audience will know what to expect when they click on your ad or button.<\/span><\/p>\n

Of course, your call to action has to be sensible and related to your industry and it has to be done well. In this guide, we will discuss more reasons why CTAs are important and how to make the most of them.<\/span><\/p>\n

Basic Ways To Enhance Your Call To Action<\/span><\/h2>\n

Make Use Of A Command Verb<\/strong><\/h3>\n

You want to be concise and clear with your call to action. In general, you don\u2019t get a lot of space in your advertisement, so you\u2019ll have to use what you get economically. You have a set limit of 35 characters per description line. As a result, you need to effectively use your limited resource. Your CTA is how you will be able to get the desired reaction, but only if you use it right.<\/span><\/p>\n

That is why having strong commanding verbs will be your best bet. For example, if you have an e-commerce company, you will use words such as \u2018order\u2019, \u2018buy\u2019 or \u2018shop\u2019. If you are advertising software or a newsletter, use words such as \u2018subscribe\u2019 or \u2018download\u2019. If you need people to request more information, use the words \u2018Find out how\u2019 or \u2018Fill out this form for\u2026\u2019. Start your CTA with the action you want people to take. Make it easy for them to know what you expect them to do.<\/span><\/p>\n

Here is an example of strong verbs that are great for use in a CTA, courtesy of CoSchedule<\/a>:<\/span><\/p>\n

\"CoSchedule
These words are great for writing interesting and engaging call to actions. (Source: CoSchedule)<\/figcaption><\/figure>\n

Be clear about what it is that your CTA will give anyone who clicks on your ad. Don\u2019t be vague or boring. Instead, draw attention and intrigue viewers of your call to action. For example, rather than saying \u2018Our new book has been published\u2019 say \u2018Check out our new book about murder mysteries today!\u2019. Make people want to click on your ad and get access to your content or website.<\/span><\/p>\n

Use Words That Provoke Emotion\u00a0<\/strong><\/h3>\n

Getting a response from people is much easier if you use the right words. You want either an emotional response or cause enthusiasm. If you use a CTA that is enthusiastic, your audience will feel that same emotion. A very simple phrase such as \u2018Buy Now And Get 50% Off!\u2019 could get great clickthrough rates. You are getting people excited about getting half off, and who doesn\u2019t want to save that much? Of course, don\u2019t deceive people. This is certain to blow up in your face.<\/span><\/p>\n

Use words that will entice your audience. If you\u2019re an airline, a call to action using the words \u2018Plan Your Dream Holiday Today!\u2019 will get more reaction than something less exciting such as \u2018Plan Your Next Vacation With Us\u2019. Your CTA needs to pop and have something that makes it stand out and \u2018talk\u2019 to people.<\/span><\/p>\n

Give People A Reason To React<\/strong><\/h3>\n

People are all about \u2018what is in this for me?\u2019 so if you can answer that question you will get more of a reaction from them. If they know there is a good reason, they will take the action you want them to. The value of your proposition is very important and will help you get new leads. With the words \u2018Call Today For A Free Consultation\u2019 is a good example. You tell people when to act and what they\u2019ll get if they do.<\/span><\/p>\n

Get Creative With Your Call To Action<\/strong><\/h3>\n

Marketing is more about being creative than very clever. If you can entertain your audience, you can pull in more sales. Your CTAs have to be fresh and creative. Brainstorm puns and wordplays and figure out how that can be used in your call to action marketing strategy. However, be careful to not try too hard and sound strange or even fake.\u00a0<\/span><\/p>\n

You may have to play around with different creative CTAs to see which work better and have the best results. You may find that something that looks on paper during a brainstorming session doesn\u2019t work as well once put into action. Trial and error is a good way to learn which CTA strategies are the most successful.<\/span><\/p>\n

Make People Fear Being Left Out<\/strong><\/h3>\n

The fear of missing out (FOMO) is a strong driving force behind many decisions that people make. If you can tap into that fear (in a respectable way, of course), you can get a new and fresh way to get more clicks. Make it clear that your offer or special will not last forever. Create a sense of urgency by pointing out the time-sensitivity. Holidays and special occasions are a great time to use this method.<\/span><\/p>\n

Know The Devices You\u2019ll Use<\/strong><\/h3>\n

Having good knowledge of the devices where you will be using your call to action strategy is important. You need to customise and optimise your marketing to best suit the different devices that your audience uses. While it is possible for some desktops and tablets to be similar in screen sizes, the same can\u2019t be said for mobile devices.<\/span><\/p>\n

You need to tailor your CTA to be effective and attractive on all the platforms where it will be seen. Most people will likely see your CTA on their mobile and you need to be able to draw them in there. Using the words \u2018Call Now\u2019 are great for mobile platforms. This will prompt them to call and engage with your brand or company.<\/span><\/p>\n

Google allows you to set a mobile preference for your advertisements. This allows you to designate certain ads to only show up in searches that were completed on mobile devices. Thanks to this, you can easier focus on making your CTA suitable for mobile viewers.\u00a0<\/span><\/p>\n

There are also call extensions that you can enable. These will let you display your company\u2019s phone number with your advertisements. You can choose this option for all devices and it is highly suggested that you make use of it. However, Google has a specific way that these extensions are shown on mobile devices. Rather than showing your number, a \u2018Call\u2019 button will be available. This allows for easy dialling and is known as a \u2018Click-to-Call\u2019 function.<\/span><\/p>\n

Use Numbers If You Can<\/strong><\/h3>\n

Numbers are a great visual tool for consumers – they like to see digits. Make use of this and show your audience your promotions, discounts and pricing with bold and big numbers. Never write them out. It is a good idea to have numbers as part of your call to action marketing strategy. It gives people an idea of what they can expect to pay for your service or product. If you don\u2019t share prices from the start, some people could be left cold when they finally see what you charge. You don\u2019t want that. If people are clicking on your ads, they are interested and you want them to know what kind of spending to expect right from the start.<\/span><\/p>\n

Experiment with the way you use numbers in your CTAs. Use percentages and creative language to keep things interesting. For example, \u2018Book Now And Save 20%\u2019 is much more compelling than \u2018Use Our Service To Save Money\u2019.<\/span><\/p>\n

Good Practices When Using Call To Action Marketing Strategies<\/span><\/h2>\n

There are certain things that you do when you\u2019re working out which strategy to use with your call to action buttons, and some that you don\u2019t. We will look at the best practices and some things you should not be doing.<\/span><\/p>\n

Creative Button Shapes<\/span><\/h4>\n

When trying to create the perfect call to action button, you shouldn\u2019t neglect the button itself. It is almost as important as the language and words you use. Keep in mind that the button\u2019s appearance should form part of the overall feel and theme of your entire marketing campaign<\/a>. The last thing you want is to confuse your audience. Would rounded buttons work better than square ones? Do you want to use buttons that look like clouds or shaped like a star? Be creative but make sure you\u2019re using a uniform approach. You may have to test different buttons and see which works the best.<\/span><\/p>\n

Text Should Be Short And Sweet<\/span><\/h4>\n

\u00a0You don\u2019t want your button text to drag on for ages. It may feel necessary to get your point across, but it is suggested that you keep things short. This may take some practice, but you\u2019ll get there sooner rather than later.<\/span><\/p>\n

Colours Matter<\/span><\/h4>\n

The colour of your button is very important, <\/span>as it is in all marketing strategies<\/span><\/a>. You may think it\u2019s nothing more than an aesthetic aspect, but the colours you use can greatly affect the success of your call to action buttons. Again, remember to keep things uniform – don\u2019t use pastel colours for your buttons if your brand palette is bright and vivid. Interestingly, orange and green buttons have been reported to perform really well. This is likely because they stand out so much, but remember that the appearance of the background plays a role as well.\u00a0<\/span><\/p>\n

Use First-Person Speech<\/span><\/h4>\n

When addressing your audience, you want them to feel like they\u2019re been personally spoken to. This is how you get them to take action. Although it is tempting to use second-person speech (\u2018Here\u2019s Your Free Sample\u2019), it has been found that switching to first-person (\u2018Try My Free Sample\u2019) can increase your click rate.<\/span><\/p>\n

Your Text Must Be Legible<\/span><\/h4>\n

Using fancy fonts may seem like a good idea, but if your audience has to squint or re-read your call to action, they\u2019ll lose interest. Use text that is large and easy to read. However, don\u2019t go too big or you will annoy people. Some people find large lettering threatening or obnoxious.<\/span><\/p>\n

Consider Adding Bonus Text<\/span><\/h4>\n

This won\u2019t be true in all situations, but sometimes you\u2019ll want to add some extra information. While we suggest that you keep things short, concise and clear, there are exceptions to the rule sometimes.<\/span><\/p>\n

For example, if you\u2019re offering a free trial, you may want a button that says \u201830-Day Trial, No Credit Card\u2019. Then, in the next line, you\u2019ll actually call people to action with \u2018Start The Free Trial\u2019.<\/span><\/p>\n

Take A Chance With Language And Tone<\/span><\/h4>\n

This is something you\u2019ll want to try if your brand is one that has a more friendly and humorous feel. You can use negative words, but only if you do it well. It is recommended that you plan this one really careful lest it blows up in your face. Basically, you\u2019ll want to use a negative word and then turn it into a positive thing. <\/span><\/p>\n

For example, if you\u2019re offering remodelling services, you could say something like, \u2018Your Kitchen Looks Crappy, Let Us Give It New Life\u2019. It can be a bit brash for some so use this only when you\u2019re sure you can actually pull it off. If done right, you\u2019ll get people to smirk or chuckle and click on your call to action – mission accomplished.<\/span><\/p>\n

Have The Focus On The Right Place<\/span><\/h4>\n

Sometimes, it will happen that you have other buttons on your website or web page that are not your call to action buttons. These should definitely not grab as much attention as your CTAs do. You want the focus to be on the CTAs, at least in this case. Make sure they are the biggest and brightest of the bunch. Consider using monochromic colours when choosing colours.<\/span><\/p>\n

Use Enticing Words<\/span><\/h4>\n

Of course, this should go without saying. It is only natural that you will be using words that entice people to click and take action. But just in case you forgot: use words that make people want to react, such as \u2018free\u2019. \u2018Free\u2019 is actually a very good word, especially if you\u2019re offering something that is, well, free.<\/span><\/p>\n

Use Graphics Creatively<\/span><\/h4>\n

You can sometimes work in graphics that will enhance the appearance of your CTA. Small arrows are a good example. However, try not to overdo it and risk annoying people. Use icons that make sense and are related to your brand. Don\u2019t confuse them by using random graphics with no obvious link to your page, service or products.<\/span><\/p>\n

What To Avoid With Your Call To Action<\/span><\/h2>\n

As we mentioned above, there are certain things you would want to avoid when you\u2019re creating your CTAs. By heeding our advice here, you\u2019ll avoid wasting your time on methods or ideas that are not at all effective. Let\u2019s take a look at some of them, shall we?<\/span><\/p>\n

Do Not Hide Your CTAs<\/strong><\/h4>\n

You really don\u2019t want to place your CTAs in areas where people will not immediately see them. In fact, you want them within the \u2018eye path\u2019 of your audience. Place them where people will see them without searching a page.<\/span><\/p>\n

This is because your CTAs have absolutely no value if they\u2019re not being seen. Many marketers make the mistake of neglecting their CTAs. Don\u2019t be one of them.<\/span><\/p>\n

Do Not Use Improper Language<\/strong><\/h4>\n

In this case, improper language is anything thing that is vague, passive and clich\u00e9, or passive language. Of course, the normally-expected clean language that is expected should still be remembered. The most effective CTA is one that uses action verbs (as we mentioned earlier) and clear instructions (also mentioned earlier). Use compelling language that will entice and entertain and you’ll see better success than with bland and uninteresting call to action language.<\/span><\/p>\n

Do Not Link Your Call To Action To Your Homepage<\/strong><\/h4>\n

This may seem like strange advice but your homepage is the landing page for lots of traffic from many different sources. You want your call to actions to lead to a different space to make more of an impact. Instead, have your CTA lead to a page that has everything to do with what you promised. If you are offering a free trial, take people to the page where you tell them what they\u2019ll get. This way, your audience ends up where they expected when clicking on the CTA. It can be confusing to land on a homepage when you\u2019ve clicked on a CTA button.<\/span><\/p>\n

Do Not Use The Word \u2018Submit\u2019<\/strong><\/h4>\n

Although it seems like a logical choice when you want to get people to click on your call to action button, the word \u2018submit\u2019 can be quite annoying. People don\u2019t like the idea of \u2018submitting\u2019 things. Rather go with words such as \u2018Get Your Free Trial\u2019 or \u2018Buy Now\u2019. These are much more effective.<\/span><\/p>\n

Do Not Use Small CTAs<\/strong><\/h4>\n

Just like you don\u2019t want to use CTAs that are placed in areas where they can be missed, you don\u2019t want them to be so small they\u2019re not noticed. Make them nice and big and bold. You want your CTA to stand out and it has to be big to achieve that.<\/span><\/p>\n

Do Not Oversell<\/strong><\/h4>\n

There are few things as frustrating as being promised something just to find out it\u2019s not real. The same sentiment applies to marketing. Don\u2019t make false promises that you can\u2019t keep just to get people to click on your call to action buttons. It is a cheap trick and your brand will lose the respect of its audience.\u00a0<\/span><\/p>\n

Do Not Forget That Design And Copy Can Build Trust<\/strong><\/h4>\n

You can use testimonials and data to show your audience that you\u2019re more than just talk. The best way to show people that you\u2019re trustworthy is by having professional design, case studies and testimonials that prove that you can do what you promise your audience.<\/span><\/p>\n

Do Not Miss Chances To Promote Your Call To Actions<\/strong><\/h4>\n

You can put a call to action everywhere you go and it\u2019s not a bad idea at all. All of the platforms that you\u2019re using in your marketing campaign can be a place to put your CTAs. As long as you don\u2019t go into the \u2018overkill\u2019 territory, you\u2019ll be okay. There is a fine line though, so do be careful.<\/span><\/p>\n

Do Not Use Colour Wrong<\/strong><\/h4>\n

We have mentioned earlier that the colour of your CTA is important and it\u2019s so important that we will briefly discuss it again. You need to make sure that whatever colour you use for your CTA doesn\u2019t clash with your page colour and theme. Having a bright green call to action on top of a green background won\u2019t be visually pleasing. Instead, having a light purple call to action over a green background could work much better. Be sure to use colours that compliment each other<\/a>.<\/p>\n

Do Not Use Flat Designs<\/strong><\/h4>\n

You want your CTAs to stand out. An effective way to do this is to make them come to life with hover effects and shadows. Avoid having a simplistic and flat design for your call to action.\u00a0<\/span><\/p>\n

Do Not Use Call To Actions Incorrectly<\/strong><\/h4>\n

You should let your call to actions relate to the content that is on the page or aligns with your audience\u2019s needs and interests. Shoving your CTA down people\u2019s throats at odd times and in places that don\u2019t make sense will only h<\/span>urt the number of clicks you get. Pushing your CTA too soon or with the wrong people will result in unhappiness for you as well as your campaign.<\/span><\/p>\n

Do Not Overwhelm A Page With CTAs<\/strong><\/h4>\n

You should use one primary and one secondary call to action on a page to avoid giving a \u2018spammy\u2019 feeling. If you\u2019re flooding people with CTAs you\u2019ll annoy them and none of your call to actions will stand out as anything special.<\/span><\/p>\n

Do Not Use Complicated Animations<\/strong><\/h4>\n

It may be tempting to use all kinds of creative and cute animations, but we suggest that you don\u2019t. You should use content that is optimised for mobile use and easy desktop use as well. If you\u2019re using a call to action that cannot be viewed for some reason then you\u2019re missing out on reaching more people.<\/span><\/p>\n

Do Not Obsess With Being Perfect<\/strong><\/h4>\n

This may be difficult but try not to obsess about getting a perfect design. Yes, you want a professional design, but being obsessive won\u2019t get you anywhere. You should focus more on the content and getting the right reactions that having a perfect design. There is a fine line of balance and being too focused on one can lead to neglect of other aspects.<\/span><\/p>\n

Do Not Use The Same CTAs All The Time<\/strong><\/h4>\n

You should do A\/B testing (testing two designs or methods to find the best one) to find the CTAs that is most effective for your marketing strategy. Using the same CTAs for too long won\u2019t work forever. You may lose the chance to rope in more leads if you don\u2019t change things up a bit occasionally<\/span><\/p>\n

Do Not Limit The Value Of Your Call To Action<\/strong><\/h4>\n

Branding<\/a> should not be the sole focus of your CTA, you should give your audience something that they want and need. The focus is on them, not you or your brand. The point of a CTA is to get people to use your service or buy your products. If you put the primary focus on your brand rather than what\u2019s in this for your audience, you\u2019ll lose clicks and sales.<\/span><\/p>\n

Do Not Forget SEO<\/strong><\/h4>\n

Search Engine Optimisation remains an important aspect of marketing no matter which methods you\u2019re using. Always remember to have keywords in your CTAs and everywhere else that you can put them. But keep things balanced, no one likes to see content that is stuffed with keywords.<\/span><\/p>\n

Do Not Use The Same Call To Action For Everyone<\/strong><\/h4>\n

Your brand will have a diverse persona that it is aimed at marketing to. This means you shouldn\u2019t have the same CTA for everyone because no one is the same. Personalise your CTA to suit the audience that you\u2019re reaching on the different platforms that you\u2019re using for them.<\/span><\/p>\n

Creative Call To Action Examples To Learn From<\/span><\/h2>\n

Now that you have an idea of why you should have call to action buttons and how to create them. Now, let\u2019s see what it looks like when a CTA is done right. The examples here serve as learning material – you should study them closely and see how you can implement the same ideas in your marketing campaign.<\/span><\/p>\n

KISSmetrics<\/span><\/h3>\n
\"KISSmetrics
By dropping Google’s name, KISSmetrics are showing that they are reliable and trustworthy. (Source: WordStream)<\/figcaption><\/figure>\n

This is a fairly simple example but it shows just how well a simplistic approach can actually work. This call to action makes use of Google\u2019s credibility to enhance its own – a cool and effective strategy.\u00a0<\/span><\/p>\n

This CTA works well because KISSmetrics doesn\u2019t require its audience to do too much. It explains very clearly what users can expect and doesn\u2019t cause any confusion. Getting started with them is very easy and the wording also creates some curiosity. Overall, a great blend of creativity and marketing is shown by KISSmetrics. You\u2019ll find that by using such a simple but interesting method, you\u2019ll get many people interested in your brand and\/or company.<\/span><\/p>\n

Contently<\/span><\/h3>\n
\"Contently's
By saying ‘Talk To Us’, Contently’s call to action is much more powerful. (Source: WordStream)<\/figcaption><\/figure>\n

Here, the call to action is as inviting as the logo and it is a definite win for Contently. You\u2019ll notice that Contently did not go with the usual \u2018Submit\u2019 but rather changed it to suit their brand.\u00a0 With their approachable language, the brand creates a sense of community. In addition, the call to action hints at what you can expect from the brand. There is no feeling of being \u2018sold to\u2019.<\/span><\/p>\n

Crazy Egg<\/span><\/h3>\n
\"Crazy
Using the word ‘Me’ has made this call to action feel a lot more personal. (Source: WordStream)<\/figcaption><\/figure>\n

Crazy Egg offers an online application that provides tools to track a website’s operation. They are also very good at marketing, as you can tell from their successful call to action. It is compelling and visually very pleasing. They used elements that are bold and compelling, making you want to click. You learn that Crazy Egg is risk-free and reassures that they are a safe option. The verbs used here are what really drives the interest.<\/span><\/p>\n

Manpacks<\/span><\/h3>\n
\"Manpack
The visuals and language are what sets this CTA apart from its competition. (Source: WordStream)<\/figcaption><\/figure>\n

You can see from this CTA that by speaking the prospective customer\u2019s language, you\u2019ll be able to rope them in quite effectively. This call to action example shows that very clearly. Although the products on their own are not at all very interesting, Manpacks taps into men\u2019s desire to build stuff.<\/span><\/p>\n

Less Accounting<\/span><\/h3>\n
\"Less
The words ‘Let’s Do This’ makes this CTA very exciting and creates enthusiasm. (Source: WordStream)<\/figcaption><\/figure>\n

Getting people to take action isn\u2019t at all easy. But Less Accounting makes it very appealing to do just that with their creative call to action. This one really outshines its competition. With a positive vibe, this company is able to create an \u2018in it together\u2019 feeling. The colours used are also very calming – definitely a good decision by the team behind the end result. With the words used, you are given the feeling that you\u2019re entering into a partnership. This is a very good strategy and really works, especially when combined with such a personal feel.<\/span><\/p>\n

Dropbox<\/span><\/h3>\n
\"Dropbox
Dropbox has a CTA that almost doesn’t feel like one, making it very effective. (Source: WordStream)<\/figcaption><\/figure>\n

This cloud storage provider has always been about simple design and not wasting creativity on unnecessary elements. Here, you\u2019ll see that again. The graphics on their website is simple and subtle and that\u2019s something that users have come to expect and respect.<\/span><\/p>\n

Dropbox used the same simple approach with their call to action and it works amazingly. That\u2019s because it is easy to associate the CTA with Dropbox and everything flows together so well. The colours are used well and the straight-to-the-point language is effective.<\/span><\/p>\n

Conclusion<\/span><\/h2>\n

After you have finished reading this guide call to action and how to use this marketing method, you\u2019ll be able to use it in your campaign. These buttons are very useful and a great way to drive traffic. As long as you use it correctly, call to action buttons can greatly boost your brand awareness and sales. Good luck!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

No marketing campaign is complete without a proper and engaging call to action. It is what calls on people to take action, as the name suggests. A good call to action (CTA) will help your target audience know that they should click to visit your website or have another important action take place. It\u2019s the …<\/p>\n","protected":false},"author":1,"featured_media":582,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/posts\/571","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/comments?post=571"}],"version-history":[{"count":0,"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/posts\/571\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/media\/582"}],"wp:attachment":[{"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/media?parent=571"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/categories?post=571"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/socialplanner.io\/blog\/wp-json\/wp\/v2\/tags?post=571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}