Forget about the CTA (Call to Action) and start using the CTE (Call to Engage).
This simple shift from selling to connecting can transform how your audience interacts with your content—and the results will speak for themselves.
What Is a CTE and Why Does It Matter?
A Call to Action (CTA) pushes for a direct response: “Book a call,” “Sign up now,” or “Visit my website.”
On LinkedIn, however, the real magic happens when you replace a hard CTA with a Call to Engage (CTE)—a prompt that invites meaningful conversation.
Here’s why:
- CTEs spark conversations.
- Conversations build trust.
- Trust creates opportunities.
In short, a CTE doesn’t just “ask”—it connects.
How LinkedIn Engagement Drives Visibility
Here’s the reality: Engagement fuels the LinkedIn algorithm.
When people comment on your post, LinkedIn shows it to more people, significantly increasing your reach.
The more your audience engages, the greater your visibility—and visibility is what opens doors to new clients, partnerships, and opportunities.
Examples of Shifting from CTA to CTE
Let’s look at a direct comparison:
CTA: “Book a call to learn more.”
This feels transactional and high-pressure. It’s asking for a commitment, which can be off-putting—especially for a cold audience.
CTE: “What’s one challenge you’re facing in your business right now?”
This feels natural, low-pressure, and opens the door for conversation. When your audience responds, you gain insight, build trust, and create space for real connections.
Another example:
CTA: “Sign up for my newsletter.”
This asks for an action without providing immediate value.
CTE: “What’s the best career advice you’ve ever received?”
This question invites people to share their thoughts and experiences, sparking meaningful conversations while positioning you as someone who cares about their insights.
Why Conversations Build Trust
People don’t want to be sold to on LinkedIn—they want to connect. A well-placed CTE does exactly that:
- It lowers the pressure. You’re not asking for a sale; you’re inviting interaction.
- It positions you as approachable and authentic. When you focus on engaging instead of selling, you foster real relationships.
- It builds credibility. Meaningful conversations give you the chance to demonstrate expertise, provide value, and show your audience that you understand their challenges.
And here’s the best part: those interactions can naturally lead to partnerships, referrals, or clients—without the need for a hard sell.
People Crave Connection—Not Sales Pitches
At its core, LinkedIn is a social platform. Your audience is there to learn, share, and connect—not to be hit with endless CTAs.
When you use a CTE, you:
- Turn your posts into conversations.
- Make your audience feel seen and heard.
- Open the door for unexpected opportunities—whether it’s a new client, collaboration, or valuable insight.
How to Implement CTEs in Your LinkedIn Content
Ready to start using Calls to Engage? Here’s a simple framework:
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Start with a hook: Grab attention with a bold question or statement.
Example: “What’s one habit that’s helped you thrive professionally?”
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Make it about them: Shift the focus from yourself to your audience.
Example: “I’d love to hear your thoughts: what’s the biggest challenge you’re facing with [topic]?”
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Invite a response: End your post with a question or prompt that’s easy to answer.
CTEs Drive Results: Visibility, Trust, and Growth
The shift from CTA to CTE isn’t just a subtle tweak—it’s a powerful strategy for LinkedIn success. By focusing on engagement instead of selling, you’ll:
- Increase your visibility through the LinkedIn algorithm.
- Build authentic connections with your audience.
- Create a foundation of trust that naturally leads to opportunities.
Final Thoughts: From Selling to Connecting
If you want to 10x your conversations and opportunities on LinkedIn, stop pushing for actions and start inviting engagement.
Shift from selling to connecting.
Because on LinkedIn, connection is everything—and from connection comes growth.
What about you? Have you seen more success with a CTA or a CTE? Drop your thoughts in the comments—I’d love to hear your perspective!
