Day 18 – How to Use Call to Action in your Sales Literature

31 days to write better text by Denise Fay : Achieve MarketingA call to action is the term to get your reader to do something after reading your letter. Every sales document that you write should have a strong call to action. This includes your sales letter, your website, your blog page, your newsletter. There are a number of benefits to using a call to action for both you and your reader.

Benefits to You:
1. It helps you focus on your sales pitch
2. It makes you limit your sales page to one offer.

Benefits to Your Reader:
1. It provides closure on the subject
2. It directs your reader to take a specific action

There are a number of ways to get your call to action actioned! Here are four tips:

1. Be clear
Don’t confuse your reader with too many call to actions so they don’t know what to do. Too many options can be off-putting to your reader.

2. Offer a little something
Sometimes you have to give a little encouragement to your reader to get them to take your call to action. A free ebook, a trial period, free shipping, entry to a competition or a discount. A human characteristic that we all share (even secretly) is that we hate to miss something. That’s why a time limit often works.

Here is a nice example from Toodle. It includes a time limit offer as well as a nice discount.

time limit and money example in the 31 days to write better copy3. Use strong language

If you were lost in a forest, you’d want to hear decisive words, not weak murmurs. Which directions would you follow:
“Take a left by the big oak tree, jump over the river and run.”
“Skip over to that tree, stop and look around, then decide to take a direction.”

You should use strong language. Don’t pussy-foot, tell your reader what you’d like them to do:

  • Call us
  • Order now
  • Sign up
  • Subscribe here
  • Register now

Amazon doesn’t use airy fairy language. It goes for the jugular and says ‘Order Now’. Follow their example.

strong language example - amazon - 31 days to write better copy

4. Have a Call to Action on every page
Don’t limit yourself to one call to action on one page. Make sure, particularly on web pages, that you have a call to action on each page. Just remember that every page is a landing page.

Krishna De of Biz Growth News does it well with an email subscribe box on every page.

Day 18 – Homework

  • Click on five web pages that are bookmarked on your browser.
  • Do they have a call to action?
  • If not, can you write one for them?
  • If yes, would you action it? Would you change it?

About the Author

Denise FayI'm Denise Fay, an international marketing communications advisor. For over 16 years, I've been helping corporations and business owners to promote themselves by communicating the right message with the right audience. They achieve clarity, leads and sales. I'm also an award-winning author, engaging speaker, entrepreneur, business owner and mum of two, I have written copy that has won awards, won clients and most importantly, built relationships. Because at the end of the day, it all comes down to how we relate to others. And writing great copy that engages with your reader is well worth its weight in gold. You too can find wealth in your relationships. I can guide and help you find your words, create an engaging message and build a relationship that results in repeat sales with your customers & leads. Contact me today to get started. Come find me on Google+View all posts by Denise Fay →

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