Decision narrative & persuasion · Core

Call to action

Also called: CTA

ELI5

A direct request for the next action.

Used in conversation

“End the proposal with one call to action.”

Definition

The specific action the presenter wants the audience to take.

Here “Call to action” means: The specific action the presenter wants the audience to take.

Pitch context

You will see “Call to action” in business pitches, proposals, executive summaries and decision decks when the discussion reaches decision narrative & persuasion.

Why it matters: It helps a reader interpret decision narrative & persuasion without confusing the measure, decision, role or evidence being discussed.

Connected terms

Call to actionThe same visible label “Call to action” names different concepts.

Sources & evidence · 3

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.

U.S. Small Business Administration — Write your business planSupporting source family · primary · checked 2026-08-16
Y Combinator — YC Startup Library — fundraising and pitching resourcesSupporting source family · practitioner · checked 2026-08-16
U.S. Securities and Exchange Commission — Small Business Capital Formation GlossarySupporting source family · primary · checked 2026-08-16