In some ways, writing online sales copy is different from writing traditional sales letters. But in other ways the two are alike. One similarity has to do with calls to action. In both cases, they are crucial and must not be overlooked.
A call to action is quite simply telling your reader what you want them to do. Phrases such as “Call now” and “Click here to buy” are examples. There is nothing complicated about a call to action, yet all too often it is forgotten.
Why Is a Call to Action Important?
When you’re writing your sales copy it is obvious to you why you are writing it. You want people to purchase your product or service, so it can be easy to forget to tell them to do that. At first glance, it may seem quite unnecessary, let’s explore.
Think about it for a minute. There is no doubt people today are quite busy with their day-to-day activities. They have work and family to think about. In their spare time they have hobbies and entertainment to keep them busy. There is no shortage of things to occupy their minds.
When reading a sales letter they often read what they see and that’s it. Certainly, if the reader stopped to think about it, they would realize that the copy is urging them to make to action. Most of the time they don’t.
They think, “Gee, that sounds nice,” and go on about their business. Without a call to action your reader lacks direction and has no choice but to move along. In an online sales letter this is even more of a problem.
The Internet is loaded with information and your sales page is one of millions that are out there waiting to be read. You could have the most compelling sales copy in the world, but without a call to action, your sales will not be as good as they could be. Another reason for a call to action is to let customers know what course of action they should take.
If you don’t tell them to click the link or call the toll-free number to order, they may not know what they need to do. Instead of investigating they may just look elsewhere.
Where Does the Call to Action Go?
The most common place for a call to action is at the end of the sales letter right before the signature and P.S. There should definitely be a call to action in that very place. There are other places that you can add a call to action for added convenience and visibility. If your sales letter is long you could consider putting a call to action after each main section.
I recommend a max of three links throughout the body and if you close with a post script message(PS), finish by adding one more. Some readers could make up their minds without reading all the way to the bottom, while other readers may read all the way through but go back to look over the details again. Letting them know what they need to do to order when they are ready will help to seal the deal.
Calls to action are important in any kind of sales letter, but they are essential in online sales copy. A few simple words is all it takes to let your readers know what they need to do to get their hands on your product, service or resource and those words can increase your sales greatly.
Not only does the call to action help you to direct your traffic, it also helps you to control the written conversation and position you as the expert. By providing valuable content your call to action can be the easy transition to your desired outcome…the click to your offer.
I hope you have found value in this article and were able to glean a nugget or two. Please share with someone who may benefit.
I was just getting on with some follow up calls and I got this in my news feed. Bill Pescosolido’s prospecting success tips video, in my feed just in time, I watched it and went on about my task inspired. Enjoy, comment and share, it can go along way….