How to write better CTAs for your music

You know when you’re scrolling and something just pulls you in?

A caption, a sentence, a post—it doesn’t say much, but suddenly you need to click. That’s the curiosity gap at work.

And if you’re an artist sharing your work online, you should be using it.

Most asks sound the same:

“Out now - link in bio”
“Click here to listen”
“Check it out”

They’re technically fine. But they don’t say anything meaningful. There’s no story, no tension, no reason to stop and give your work attention.

That’s not a knock on your music. It’s a sign that the ask—the way you’re sharing—isn’t giving people enough to go on.

A good call-to-action (CTA) doesn’t just say what to do. It gives people a reason to want to do it. And in a world where attention is scarce, that small difference matters more than ever.

Start here

Before we get into the how, here’s what to keep in mind about CTAs in general:

• One ask per post: Don’t try to do everything at once—stream, follow, buy, join. Pick one thing and make it count.
• Use your real voice: If it sounds like something you wouldn’t actually say out loud, rewrite it.
• Mix it up: Repeating the same CTA every time makes it invisible. You don’t have to reinvent it—just keep it human.

These are small things, but they make a huge difference in whether people notice what you’re sharing—or scroll right past it.

What makes a good CTA?

A good CTA isn’t about using the right formula—it’s about saying something that actually lands.

There are two things that make it work:

1. It sparks curiosity. Not hype. Not mystery for mystery’s sake. Just something that gives people a reason to care. A line that hints at a story or a feeling they want to explore. That’s the curiosity gap—where you share just enough to make someone want to know more.
   

1. It makes the next step obvious. Once someone’s interested, don’t make them work to figure out what to do. Don’t stack five different asks. Just give them one clear direction. “Watch here.” “Grab it on Bandcamp.” “Get the full version by email.” That’s all it needs.

If you do those two things, even the most casual fan has a reason—and a way—to respond.

What does a good CTA actually sound like?

It doesn’t have to be perfect. It just has to feel like you. Here are some ways to do it well—across posts, emails, videos, wherever you’re sharing your work.

New single: “This one came together super fast and just felt right from the start. It’s out now—go give it a spin.”

EP or album drop: “The new EP’s up. Feels good to have this one out in the world—stream it wherever you listen.”

New video: “We shot this one in a single take and somehow pulled it off. Watch the new video here.”

Email list: “Sending out a bonus track Friday—only for the email list. Drop your info if you want it.”

Podcast interview: “Talked through the whole production process of the new album on this podcast. Listen in.”

Review: “Most insightful review of the new album yet. Worth a read if you’re curious.”

Live show: “Playing Columbus next week—small venue, no openers. Grab a ticket here.”

Merch: “Just dropped a limited run of new shirts. Grab one before they’re gone.”

Vinyl preorder: “First vinyl pressing is up now—if you want one of the early copies, get it here.”

Alt/demo version: “There’s an unreleased demo version that never made it to streaming. Sending it to the list only—drop your email here if you want it.”

Each one creates a little pull—a bit of tension between what someone knows and what they might find out if they click, listen, or watch. That’s the curiosity gap. And when you pair it with a clear next step, it works.

You don’t need a formula. You just need to mean what you say—and make it easy for someone to act on it.

Bottom line

A good CTA doesn’t need to be clever or pushy—it just needs to be clear.

It gives people a reason to care, tells them what to do next, and makes that step easy.

When your music is ready to share, take a beat and think about the ask.

What’s the one thing you want someone to do—and why should they want to do it?

That little bit of intention can be the difference between someone scrolling past and someone clicking that link.