CTAs: Creating Action by Sounding the Call

Copywriting is so much about the psychology of desire. It’s about painting a picture using benefits to persuade. Using scarcity to fire up urgency. It’s about connecting utilizing a conversational tone, and emotional engagement. 

But...

In order to create sales, you must inspire action. And, if you aren’t selling, you aren’t doing it right. 

So, copywriting is really all about creating action. Taking your prospects along a journey, using every tool mentioned above, and delivering them, ready to buy, subscribe, or take any number of other final actions.

That means one of the most important aspects of copywriting is the Call To Action, or CTA. 

What is a CTA? 

A CTA is when you tell your prospect to take a directed action, such as:

• Make a purchase

• Snag a download

• Subscribe to a newsletter

• Share something via their social channels

• Click through to complete reading an article

• Anything else that you want them to do...

And, the way in which you tell them to take the action is as important as the action you tell them to take. 

A good CTA will be the obvious next step. The step your prospect should want to take.

In order to create a strong CTA, you must know exactly what you want your prospect to do. That way your Call To Action can be simple, clear, and specific. A perfect culmination of the sales copy they just read.

But, at the same time, your Call To Action should be able to stand alone. It should be strong enough that if they simply scan the page they would still know what action they should take.

"Take this piece of action now by following these exact steps."

One key element that can help your CTA convert is to speak to the benefits. 

For example, a button that reads, “Get Started Now” doesn’t have the same appeal as one that says,  “Start Earning Now.”

They essentially tell the prospect to do the same thing, however, the benefit of the action is included in the second CTA.

Another trick is to use numbers whenever possible. 

“Click for your coupon” Is clear, but “Click to save 50%” has a much stronger pull.

Our brains are drawn to the numbers and we are more likely to really read the button that contains numbers than one that does not.

Start your CTAs with a persuasive command. Use powerful verbs that are clear and inspiring. You want your prospect to be enthusiastic to take the action. 

Though the above steps will help make your call to action stand strong, independent of the copy on your page or email, the best CTAs are still the culmination of the rest of your sales copy.

To maximize your Call To Action you must write the copy of the page towards that CTA. 

Meaning, write your CTA first, then design the copy to deliver you to that action.

Much like a screenplay, if you have no finale you have no story. Figure out your “third act," then drive the action towards that strong ending.

What steps will you implement first to help turn your CTA into a powerful converting machine? Let me know in the comments below. And, as always, if you would like help creating the action your business needs to thrive, hit me up. I’m only an email away!

#copywriting #CTA #CallToAction #sales