Want to know how to write a call to action that closes the deal?
Forgetting to add a call to action (CTA) on a piece of sales communication is like leaving the fruit off the top of your Pavlova. Why bother going to the effort if you’re not going to add the most important finishing touches?
I know, I know – you don’t want to be too pushy and salesy. We all hate the hard sell.
Don’t worry, by the time people have read about your product’s benefits and features and gotten as far as the CTA, they are ready for that final nudge.
And it is just a nudge, it’s only a tiny area of text at the end of your pitch. You know your buyers and the language they use, so just keep to your usual tone of voice and you’ll be fine.
5 things that can make your call to action awesome:
1.Use action words that provoke excitement and enthusiasm
Verbs like ‘buy’, ‘call’, ‘visit’ and ‘grab’ are great, depending on your business tone of voice
‘Call now’, ‘Grab one of our last trials’, ‘Visit our shop now for 50% off.’
2. Focus on benefits, support with features
This is the classic ‘sell the sizzle not the steak’ thing.
Lots of people sell steaks, what makes yours the best? What will people get out of eating yours? How will they feel? What are the benefits of your product?
Perfect your features vs benefits writing by practising the ‘so what’ method.
Imagine you sell lightweight bikes.
‘We have the best lightweight bikes available.’ (Focuses on features)
‘They are easy to transport because they’re so light.’ (Benefit)
‘You can cycle to work and take this bike on the train because it’s so light.’ (Benefit)
Save money and stress getting to work with our lightweight bike that you can easily take from bike path to public transport. Even up pesky steps! No more trips to the chiropractor.
Ladder your benefits again and again until you find the most compelling benefits for your buyer.
3. Evoke curiosity
We’re all curious cats, aren’t we? No matter how much we deny it, if we see people standing in a queue for something, we want to know what they’re queueing for and whether it’s worth having.
And don’t get me started on those ‘want to know what this celebrity looks like now she’s lost 50 kg’ ads that flash at me on tabloid news website. Yes, I have clicked on one or two…
Consider using this tactic in your CTA. A bit more tastefully of course.
CTA: ‘Want to know the one tip that helps our clients improve their sales by up to 50%?
Button: Show me the tip now!
(Don’t forget to ask them to sign up for the tip using their email address. Let them know that you’ll be sending them regular updates about your business if they are open to it – I’m all about permission marketing).
4. Use FOMO and/or urgency
Nobody likes to miss out on something they want. Of course they may not know that they want it yet. But they will once they know that there are only a few left or that the offer runs out soon.
‘Buy today, only 3 left!’
‘Sign up for your free consultation in the next 30 minutes. Only 4 spots left’.
‘Sign up for our special offer in the next half our for a 50% discount.’
The clever people at DigitalMarketer.com sold me two of their awesome courses using this tactic. They even included a visual countdown timer showing me that the longer I stared at the screen just thinking about it, the less time I had to get my special offer.
5. Include persuasive words where possible and if appropriate
Do you know what the 5 most persuasive words in the English language are?
Click here in the next 3 seconds to download this awesome list.
Only joking. They’re common knowledge, you use them all the time, but it’s good to have them in a list to refer to!
According to the very knowledgeable folk at my go-to copywriting bible Copyblogger, they are:
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Caution: Not all words work for every product in every situation.
For instance sometimes the word ‘free’ can devalue a product or brand.
Read more about how these words work and the research behind their inclusion in this list in this Copyblogger article.
Have you recently included a call to action that worked its socks off? I’d love to hear about it!