Make the button first person

When to use it

When CTA copy speaks in second person ('Start your free trial', 'Create your account') or impersonally ('Start free trial').

How to run it

Write the button in first person: 'Start my free trial', 'Get my plan', 'Send me the guide'.

Why it works

Raise the perceived value of acting

First-person copy makes the click feel like claiming something already yours. Michael Aagaard's ContentVerve tests found 'Start my free 30 day trial' increased clicks ~90% versus 'Start your free 30 day trial'.

Source: ContentVerve (Michael Aagaard)