| name | cta-matrix |
| description | Select and write the optimal CTA by platform × goal × audience — replaces generic 'order now' with high-converting action lines |
| version | 1.0.0 |
| tier | community |
| category | copywriting |
| author | 12eat AI Lab |
| license | MIT |
| min_plugin_version | 0.5.5 |
CTA Matrix
The call-to-action is the most under-optimised line in most restaurant social content. This skill provides a selection matrix so the agent always picks the CTA that matches the platform, the post goal, and the audience's current intent level.
When to Use
Apply at the end of any caption or post — after the hook and body copy are complete. Replace all placeholder CTAs ("order now", "click the link", "follow us") with a matrix-selected CTA.
Intent Levels
Cold — audience doesn't know the brand well. Goal: build curiosity or get a save/share.
Warm — audience has engaged before. Goal: convert to first order or visit.
Hot — past customers or high-intent engagers. Goal: repeat order, upsell, loyalty.
CTA Matrix
Goal: Drive Delivery Order
| Platform | Cold | Warm | Hot |
|---|
| Instagram | "Save this for tonight 🔖" | "Tap the link in bio — delivered in 30 min" | "Your usual is waiting. Link in bio." |
| Facebook | "Comment 😋 if you want the link" | "Order now — free delivery over $30 this week" | "Back again? Tap below. You already know it's worth it." |
| TikTok | "Follow for the menu link 🍜" | "Link in bio — tonight's sorted" | "Reorder in 2 taps. Link in bio." |
| 小红书 | "点赞收藏，今晚就点它" | "链接在主页，30分钟送到" | "回购的朋友看这里 👇 老顾客专属优惠码：BACK10" |
Goal: Drive In-Store Visit
| Platform | Cold | Warm | Hot |
|---|
| Instagram | "Tag someone you'd bring here" | "Reserve a table — link in bio" | "Book your usual spot — we saved it for you" |
| Facebook | "Share this with a foodie friend" | "Book now — weekends fill up fast" | "Your table is waiting. Book below." |
| Google Maps | "See our full menu →" | "Book a table →" | "Call us directly for weekend reservations" |
Goal: Grow Following / Engagement
| Platform | CTA |
|---|
| Instagram | "Follow for weekly specials you won't see anywhere else" |
| TikTok | "Follow — we post the recipes nobody else shares" |
| Facebook | "Like our page to get notified when new dishes drop" |
| 小红书 | "关注我们，第一时间看新菜和限时优惠" |
Goal: Collect Reviews
| Platform | CTA |
|---|
| Google Maps | "Enjoyed your meal? A quick review means the world to us →" |
| Facebook | "Had a great experience? Share it — it helps more than you know ⭐" |
| Instagram | "DM us your honest thoughts — we read every one" |
Friction-Reduction Rules
A CTA's job is to make the next step feel effortless. Apply these rules:
- Specify the action verb — "Tap", "Order", "Book", "Call", not "Click" or "Check out"
- Remove time anxiety — "in 30 min", "tonight", "this weekend" beats "soon" or "now"
- Remove decision fatigue — one CTA per post maximum
- Remove the word "please" — it signals low confidence
- For ZH content — end with a number, emoji, or specific offer code when possible
Notes
- Never use "Don't miss out" — overused and creates resistance
- "Link in bio" alone is not a CTA — always pair it with a reason ("Link in bio — tonight's sorted")
- For Google Maps posts, keep CTA factual and functional (not emotional)
- Hot audience CTAs should acknowledge the relationship — personalization converts better
