Have you been writing marketing copy? Are you getting little or no results–even though you can tell from analytics that your pages are being read?
Your headline is hot. Your writing rocks. Your topic fits–yet none of your readers ever *do* anything at all. Why not?
What could be wrong?
Let me tell you what’s wrong.
You didn’t actually tell the reader what to do and so they didn’t do anything. If your writing is meant to be persuasive, you need to include a call to action with the writing.
A call to action tells your reader what they should do next. It can be a sentence or two at the end of your copy that tells your readers what to do, or it can be an element on your page such as a button or link.
A call to action may include an incentive (for example, “subscribe now to get a free ebook“). It may also give the reader a choice of several actions.
Here are some characteristics of a good copywriting call to action:
- It is specific–It tells the reader exactly what you want them to do and how you want them to do it.
- It is relevant–It fits with the rest of the marketing copy and with the reader’s personal needs.
- It is performable–It includes links, phone numbers, and other information so that your reader can respond.
If the call to action is text, copywriters often set it apart from the rest of the copy by boxing it, making it a different color, or otherwise drawing attention to it.
Have you been leaving the call to action out of your marketing copy?
What strategies do you use to write effective calls to action? Share your ideas in the comments.