Why do we copywriters do what we do? Too many “dos”? Perhaps. But the answer is clear: To persuade people to buy.
Sometimes, we’re talking about the literal “buy”. Enticing the reader to part with their hard-earned is the ultimate goal. But if we’re not trying to generate cash, we’re trying to persuade readers to buy into a brand or a message.
And who do we do this beautiful thing that we do? No more “dos,” I promise. We give the reader a clear instruction. We unequivocally tell them what we want them to do. This is the call-to-action. And after defining the outcomes of a particular “buy-in,” it’s the most important part of any sales landing page.
Copywriting a CTA isn’t an art form. It’s a clear direction. It has to be blunt and detailed to the point of being offensive. Good call-to-action writing is to the point, based on outcomes, and unapologetically simple.
If you want to write a call to action that actually inspires the reader to do what they’re told, here are my top five tips.
1. Be Crystal Clear About the Action
CTA writing has to include clear instructions. Don’t pussy-foot around the issue. Even if you think your tone is overly abrupt, tell the reader what their next action should be. There shouldn’t be any room for uncertainty or guesswork.
Communicate the action and link it to the outcome.
“Book a free consultation today, and take the first step towards higher profits.”
“Sign up for a free newsletter now, and gain the insights you need to achieve your career goals.”
“Purchase the online learning course today to boost your salary potential.”
See where I’m coming from? It’s not rocket science, so don’t be afraid to be bold and direct.
2. Be the Alpha
We’re not playing games here. You’re investing time and money into your online presence, so you can’t afford to be timid when it comes to CTA copywriting.
Start strong with a solid verb, and strike a decisive tone.
“Get,” “Start,” “Book,” “Download.”
Don’t be passive. Your readers won’t respect you in the morning!
3. Give a Reason to Act
If you’re a decent website copywriter, you’ll already have made your case by the time the reader reaches the call to action. You have to make them terrified at the prospect of missing out. If they don’t click the link and complete the action, there will be consequences!
OK, I’m overstating the case a little, but if you’re trying to extract cash, effort, or time from your reader, you have to tell them why it’s worth it.
No one will act simply because you asked nicely. They’ll follow your direction because they see the value on offer. Some call this the benefit. I call it the outcome.
That’s why copywriters communicate the value of an action. It’s the most persuasive weapon in their arsenal.
“Book an online consultation to find out why your business is stagnating.”
“Download our eCommerce checklist to ensure your new online business isn’t among the 75% that fail each year.”
If you’re targeting customers that are deep in the sh**, don’t pull any punches.
4. Keep it short and frictionless
If you manage to keep the attention of the reader and guide them to your CTA, the last thing you want is for them to become bored or frustrated by your shi**y CTA writing.
Make it quick and easy to process. Re-read it. Get a friend to read it. If you can remove words without impacting the message, do it. Remember: Direct the reader and remind them of the outcome at stake.
5. Create urgency without overdoing it
A nudge helps. “Now,” “Today,” “Limited.” It pushes people to act, but it still needs to feel natural, not forced.
Here’s the thing. If people think they can come back to this another time, they’ll take the time to think or compare other options. And in most cases, you’ll never see them again.
It has to be now. You have to convey a sense of urgency without coming over like a tw*t. If you do it right, you’ll see a healthy conversion rate.
Talk to Me About Call-to-Action Writing Today — And Boost Your Conversion Rate for Increased Profitability
See what I did there? OK, it’s probably a little long, but I wanted to make a final point. And if I have, you know what to do.
Email: malcolm.cox@contentable.biz
Phone: 07386704956
