Calls-To-Action: Making Them Fit Makes All the Difference

by: Nandang S Nugraha | Total views: 36 | Word Count: 612 | View PDF | Print View

 by: Karon Thackston

It was going so well, so what happened? Many copywriters
get off to a wonderful start: The headline is compelling, the body copy
is benefit-filled, but then comes the call-to-action and the whole
thing falls apart. Why? It could be a dozen different reasons, but one
of the most common I’ve seen is that the call-to-action doesn’t fit the
target audience.

Call-to-action statements (those final words that
inspire your customers to take an action - usually to make a purchase)
are not universal. Just like your headline, your sub-heads, and your
body copy, calls-to-action need to be as specific as possible. They
need to “match” the style of your audience.

To me, an effective call-to-action is more than just the
simple “order today” or “click here now” phrase. Yes, those play a
part, but it takes more than that to motivate buyers.

Let’s look at an example or two of powerful calls-to-action and see what makes them tick.

Langtry Manor (http://www.langtrymanor.co.uk/weddings.htm)

This site represents an old English manor that is
available for (among other things) weddings and receptions. Their
branding positions them as a very upscale, exclusive, highly sought
after location for brides around the world to be married.

After going over the benefits of using the inn for a
wedding and/or reception, the call-to-action comes into play. Notice
how there is more than the simple “contact us today” statement.

Because of the historically romantic setting and immense
popularity of Langtry Manor Hotel among brides worldwide, our schedule
becomes filled quickly. We recommend you contact us for additional
information or to arrange for a viewing of the hotel as soon as
possible. This will help to guarantee a reservation for your preferred
date.

See how the call-to-action fits the audience? The copy
doesn’t stop in the middle of romancing the bride in order to scream,
“Dates are being booked as we speak! Call us today before your wedding
date is gone forever! Don’t let some other bride get the jump on you!
Pick up the phone now!” This audience would run for their lives if they
read that copy.

Tai Chi Flow (http://www.taichiflow.com)

This site actually had three calls-to-action (CTA), one
for each segment of their target audience. See how each CTA struck a
nerve with a specific group.

The ancient masters practiced Tai Chi faithfully and
lived a life filled with peace and wellness. The moment you order your
Tai Chi Flow for Everyone video you'll vow to never be without it
again!

==============

Your child will receive the same benefits you receive,
but through a video created especially for him/her. Teachers, moms, and
dads agree, Tai Chi kids share some pretty amazing qualities. Order Tai
Chi Flow for Kids today.

==============

Designed according to the American College of
Obstetricians and Gynecologists guidelines, Tai Chi Flow for Pregnancy
is the safe way to receive the benefits of an aerobic workout… even if
you are sitting down. Order Tai Chi Flow for Pregnancy today.

Each CTA appeals to the specific wants/needs/desires of that individual segment.

That’s what effective calls-to-action are all about. You
don’t lose your connection with the audience at the end. Instead you
maintain that emotional bridge all the way until they click the buy
button.

In your CTA, tell your customers why they should buy.
Let them know what will happen when they buy. Give them some end
results to look forward to. And do it all with the same consciousness
you had when writing the rest of your copy. When you do, you’ll find
your sales process goes more smoothly and your conversions reach higher
rates.

by Karon Thackston © 2004

http://www.learn-copywriting.com

About the Author

Tired of endlessly searching the ‘Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.

IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:

Tired of endlessly searching the ‘Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit Learn Copywriting today for the widest collection of the most popular copywriting resources available.

kt@copywritingcourse.com

Rating: Not yet rated

Comments

Add Comment

Copy and Paste Article Code.

Remember: The article body, title, author bio and links may not be changed or removed. By publishing this article, you agree to all the terms in our Terms of Service.

More articles in this Category

1: ClickBank Guide - How to Make Money With ClickBank Affiliate Programs
2: How to choose an SEO Consultant
3: Outsourcing your SEO Work
4: How Does Niche Marketing Benefit You?
5: Generating Traffic with a Newsletter