Much like how sometimes you want hard ice cream and other times there’s nothing better than a cone of soft ice cream, calls-to-action come in hard and soft forms and sometimes it’s better to have one or the other. Let’s take a look at both hard and soft CTAs and see which one is better for animated business videos.Even if a potential customer has given you their contact information, that doesn’t mean they are ready to make a purchase. Throwing a hard CTA at them isn’t going to help them make a decision and it’s not going to get them more interested in your brand. If anything, in the internet era, being too pushy will get you the exact opposite reaction and people may get turned off of your brand if you try the hard CTA with them. Now, all this isn’t to say that you should completely drop the hard CTA. But, you do have to make sure that you use it in the right spots. After a demo is a good spot because you already know the customer is in the about-to-purchase stage of the buyer’s journey. Until they get to that point, though, you should be peppering soft CTAs throughout your sales cycle to give people plenty of opportunities to interact with your brand so you can continue to expose them to your brand and influence them. As long as they’re staying engaged with your brand, they’ll have it in mind when it does come time to make that purchasing decision.