It was going so well, so what happened? Many copywriters get off to a wonderful start: The headline is compelling, the body copy is benefit-filled, but then comes the call-to-action and the whole thing falls apart. Why? It could be a dozen different reasons, but one of the most common I've seen is that the call-to-action doesn't fit the target audience.
Call-to-action statements (those final words that inspire your customers to take an action - usually to make a purchase) are not universal. Just like your headline, your sub-heads, and your body copy, calls-to-action need to be as specific as possible. They need to "match" the style of your audience.
To me, an effective call-to-action is more than just the simple "order today" or "click here now" phrase. Yes, those play a part, but it takes more than that to motivate buyers.
Let's look at an example or two of powerful calls-to-action and see what makes them tick.
Langtry Manor (http://www.langtrymanor.co.uk/weddings.htm)
This site represents an old English manor that is available for (among other things) weddings and receptions. Their branding positions them as a very upscale, exclusive, highly sought after location for brides around the world to be married.
After going over the benefits of using the inn for a wedding and/or reception, the call-to-action comes into play. Notice how there is more than the simple "contact us today" statement.
Because of the historically romantic setting and immense popularity of Langtry Manor Hotel among brides worldwide, our schedule becomes filled quickly. We recommend you contact us for additional information or to arrange for a viewing of the hotel as soon as possible. This will help to guarantee a reservation for your preferred date.
See how the call-to-action fits the audience? The copy doesn't stop in the middle of romancing the bride in order to scream, "Dates are being booked as we speak! Call us today before your wedding date is gone forever! Don't let some other bride get the jump on you! Pick up the phone now!" This audience would run for their lives if they read that copy.
Tai Chi Flow (http://www.taichiflow.com)
This site actually had three calls-to-action (CTA), one for each segment of their target audience. See how each CTA struck a nerve with a specific group.
The ancient masters practiced Tai Chi faithfully and lived a life filled with peace and wellness. The moment you order your Tai Chi Flow for Everyone video you'll vow to never be without it again!
==============
Your child will receive the same benefits you receive, but through a video created especially for him/her. Teachers, moms, and dads agree, Tai Chi kids share some pretty amazing qualities. Order Tai Chi Flow for Kids today.
==============
Designed according to the American College of Obstetricians and Gynecologists guidelines, Tai Chi Flow for Pregnancy is the safe way to receive the benefits of an aerobic workout? even if you are sitting down. Order Tai Chi Flow for Pregnancy today.
Each CTA appeals to the specific wants/needs/desires of that individual segment.
That's what effective calls-to-action are all about. You don't lose your connection with the audience at the end. Instead you maintain that emotional bridge all the way until they click the buy button.
In your CTA, tell your customers why they should buy. Let them know what will happen when they buy. Give them some end results to look forward to. And do it all with the same consciousness you had when writing the rest of your copy. When you do, you'll find your sales process goes more smoothly and your conversions reach higher rates.
by Karon Thackston © 2004
About The Author
Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.
IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:
Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit Learn Copywriting today for the widest collection of the most popular copywriting resources available.
Sometimes it's a struggle to figure out what's the best... Read More
Every day, more and more of us begin new online... Read More
Many of the solo professionals whom I coach are people... Read More
You've probably seen web sites with testimonials - they can... Read More
Want to know the secret of creating MEMORABLE promotional copy?... Read More
Anglers in Maine catch trout using dry flies with barbless... Read More
Year after year people make the same mistakes in direct-response... Read More
Think about how much you read about and spend on... Read More
Writing headlines for your ads is the most important part... Read More
A passionate debate is currently raging in the Copywriters Forum... Read More
Say the word "emotion" to a man, and he'll immediately... Read More
COPYWRITINGAfter determining what we are going to sell, the next... Read More
Several years ago, when I was working for an agency,... Read More
Most salespeople have great ideas, but when it comes to... Read More
Your definition may differ, but I define a lapsed donor... Read More
Just because you're running a small business doesn't mean you... Read More
Where can you find out about freelance technical writing pay?... Read More
How does this sound?Today, I'm going to show you how... Read More
An interesting debate is currently raging among copywriters, web designers... Read More
Content is king. Without content your website is an empty... Read More
If you made it this far, the headline for this... Read More
Building a professional reputation requires a campaign founded on your... Read More
Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will... Read More
Thinking of hiring a staff writer? Think again. Below, I... Read More
Writers write just like painters, paint on canvas. This is... Read More
When making a purchasing decision, people have their "rip off... Read More
Chances are that you are making many, if not all,... Read More
Your initial freelance writing assignments are the best way to... Read More
As with any of the performing arts, an effective voiceover... Read More
Now that you've decided to hire a copywriter, how do... Read More
What is it exactly that copywriters DO when they produce... Read More
Over the last decade, the number of companies selling their... Read More
Every person has secrets that only he or she knows,... Read More
So many copywriters think that it's enough to be a... Read More
Yes indeed, that's all you've got, 30 seconds to make... Read More
Market identification Custom writing services market is a sector of... Read More
Want to get the most media attention and spotlight for... Read More
When one is in a creative state, rarely can one... Read More
Find a passage of poorly written copy, and chances are... Read More
You've done it. Gotten that press release written. Now you're... Read More
If you're considering hiring copywriting help for your next brochure,... Read More
Think quick. In 10 seconds, can you list the 5... Read More
"Talent alone cannot make a writer. There must be a... Read More
The single most important element of your website's copy is... Read More
One of the most important priorities of evey online business... Read More
All the world's a story. Video games have storylines; newspapers... Read More
Have you ever wondered how your copy sounds to your... Read More
Most of us spend our days persuading others to buy... Read More
Did you know that jobs writing about food are available?... Read More
The sales letter is the key; the sales letter is... Read More
So You Want To be A Copywriter?Wannabe copywriters often check... Read More
I confess--I'm a marketing heretic! I've built my career on... Read More
Effective headlines make all the difference in whether your prospect... Read More
Here's a fundamental difference between copywriting offline and copywriting for... Read More
Did you know that your writing can have a huge... Read More
This week we're going to reinforce the training that Recruits... Read More
Year after year people make the same mistakes in direct-response... Read More
Have you ever had the experience of hiring a freelance... Read More
Quality is what you need. What you don't have is... Read More
A subscriber to my newsletter asks: "Got any good pointers... Read More
Do you possess the qualities of a good proof reader?... Read More
Building a professional reputation requires a campaign founded on your... Read More
Writing headlines for your ads is the most important part... Read More
Have you seen those copywriting gurus, working it on the... Read More
It's arguably the most important word in the copywriter's arsenal.... Read More
Looking to chuck that full-time job for a life of... Read More
Copywriting |