So there it is – an exquisitely sculptured piece of copywriting, a website or brochure glinting in the early spring sunshine. A beautifully manicured article, a crafted sales letter or eager email bristling with the benefits and rewards of your latest fab new product sits impatiently on your screen – ready to get out there and fight the good fight. You must be feeling chuffed to bits.
Are you sure it’s ready? Totally, 100% sure?
Does your latest written offering contain what many believe to be THE essential copywriting component?
Does your writing tell your reader what they need to do next? Can it lead to a conversion – “the desired action you want a visitor to take on your site”?
Take a step back. Do you know what the desired action you want a visitor to take on your site is?
Yes? Good – but you’ll need a call to action. No? Well re-examine your business objectives and define how you envisage them being fulfilled – again you will need a call to action.
Remember – the objective of most, if not all, ad or marketing copywriting is to inspire some kind of response from your audience. The role of your call to action is to tell your audience what response they need to make.
If you don’t ask you don’t get.
As a copywriter, you will typically create a sense of urgency around a message and provides instructions on what to do next. Often time or the amount of a particular product is limited. ‘Act now,’ ‘buy before,’ ‘limited edition’. You get the picture.
Restate the benefits of your product or service then make your call to action clear, concise and unequivocal.
Copywriting is usually in the active voice and action-oriented. Command your audience. Use the imperative. Order NOW – Register Today. No ifs or buts. Better still – ‘Order Now and receive a full 10% off and receive a FREE starter pack worth £399′.
“Click here?” No no no. SEO Link juice is missed and such bland offerings fail to inspire. Here are some better options (depending on your call to action of course):
- Download the article
- Join our free mailing list
- Read client testimonials
- See a case study
- Send me my free widget
- View the programme
- Read the full story
- See a sample
That your audience have got as far as your call to action is a triumph. Don’t blow all the good work at the final fenc
And what’s our call to action? Contact us now for more information on how our copywriting can convert your audience into customers.