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Creating An Effective Call To Action
When writing sales pages, your copy’s call to action will frequently play the deciding factor on whether your prospect takes your relationship to the next step. A double-edged sword, an effective call to action can seal the deal while a poorly-executed one can destroy all the pre-selling you’ve done before it.
How do you craft an effective call to action?
1. Make no mistakes.
Short and succinct, the call to action is frequently a brief instruction to the action you want the prospect to take. One simple mistake and you can end up breaking the flow – leaving the reader to abandon the process. As such, make sure your copy reads well and correct by putting it through an English language software.
2. Stick to one action.
I’ve seen copies work with two different courses of action. I’ve even seen great landing pages with five different things to do. Every time I see them, however, I can’t help but imagine how much better they would work presenting a single-minded idea of what the prospect is supposed to do. Don’t risk confusing your audience – stick to one action and move their focus strictly towards it.
3. The action must be specific.
You can’t just throw out a cryptic “Do It Now!” when making your call to action. The less your prospects have to figure out, the more effective your overall message is. Tell them exactly what they have to do in as succinct a way as you can.
4. Provide an incentive.
Even when being specific, an audience often needs a reason to follow-through. As such, remind them of what they will get when they take the path you’ve just cleared. Instead of saying “Sign up now,” tell them to “Sign up now to get your copy of the 100 Best Ways To….”
5. Don’t sell.
Your copy already did the selling. The purpose of your call to action is to make sure they actually take the step. Don’t sell anymore – they’re likely sold already. Instead, just clear the path and usher them in.
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