Anyone who writes copy online will be familiar with the call to action, those few words that inspire, compel, urge or otherwise convince prospects that they need to talk to you.

According to Hubspot, there are three main types of calls to action, or CTAs: basic, multivariate and personal.

With the basic CTA, all visitors see the same message. Multivariate CTAs are similar to basic, except that there are at least two messages that are tested against the others. Typically, an equal number of random prospects will see one of the messages, and the CTA that converts best “wins.”

Personal CTAs are just that: geared to one person. However, various factors can be used to personalize the CTA. These include location, browser, if the prospect is new or has bought before, if the prospect has downloaded something before, and so on.

One of these three types is 202% more effective at converting. Which one?

Actually, Hubspot calls personal CTAs “Smart CTAs,” but I didn’t want to give it all away.

When you think about it, this makes sense. If you want to differentiate yourself, you need to tailor your message to your audience, and that means you need to know your audience — not necessarily intimately, but with enough knowledge that you can write a message that will resonate with the audience.

In recently querying book coaches. I started with this message: “We work with the same type of client. Your programs help people to write their books, and I ghostwrite books. Would you be interested in a short conversation to discuss how we can collaborate and better serve these clients? Thank you.” But then I would tinker with each message, sometimes mentioning that I edit manuscripts, and sometimes using words in their LinkedIn profile such as “You teach people a specific framework to write their book…”

Of the 20 people I queried, 12 responded, and I set up conversations with five of them, with two others saying they were interested. Of the five I spoke to, two have committed to a working relationship.

I’ve been told that’s a high rate of success, and I attribute that in part to my CTA.

Clearly, CTAs are important, so make sure yours are personal, tailored and smart.