Writing The Call To Action In Marketing Copy
Too many beginners reckon all they have to do is tell people about their products and services and they will sell themselves. While your products and services may be truly wonderful, most customers or clients need a small push to really make their choice and follow through on making the buy. Maybe they need to be reminded of what they have to gain, or maybe they are just waiting to be questioned for their business. Either way, you need a properly and carefully constructed call to action.
A properly constructed call to action is more than just saying “Buy Now!” or “Click Here!” It will remind the potential client or customer of what they have to gain, so that making the buy choice follows logically and naturally. The client or customer must feel compelled to act, but must not feel manipulated or as if they are being oversold.
And therein lies the problem. Beginning and nonprofessional writers often reckon that throwing in a few standard selling phrases will accomplish the call to action. The truth is that the call to action must be an extension and continuation of the entire marketing piece. If you have not convinced the potential buyer of the value of your product or service before they get to the call to action, it will not work.
It is essential to place yourself in the prospective buyer’s position and know what they need. You must know what criteria they will use to distinguish between different offerings. You must carefully consider what will motivate them to make the buy choice. In marketing, this is often called answering the WIIFM, where WIIFM is shorthand for the phrase, “What’s in it for me?” Only when you know the potential audience you are trying to reach can you write copy that will be meaningful to them and help them know what they have to gain by choosing you.
You must also make the call to action at once compelling and simple for the potential buyer to do. Make it simple for your potential buyer to make a buy by using clearly labeled links, accepting a variety of convenient payment methods, and offering prompt delivery, perhaps even free shipping. If you are providing custom products or services, make it very simple for prospective buyers to get a free quote. Make sure the potential buyer has simple access to any additional information they may need by making contact information clear on your website or other marketing piece, or considering the use of a FAQ on your site. Using time incentives also works well because you want to encourage the buy commitment to be made straight away while your brand is still fresh in the potential buyer’s mind.
An effective marketing piece must be plotted and developed from beginning to end, from the eye and interest catching headline, to the final call to action. To know how these various components work together, and to build a marketing piece that works to the desired inevitable conclusion, e.g. people buy your products and services, you need the services of a professional writing company.
While an individual writer may also be an brilliant choice, when choosing a company you have the added advantage of a variety of experienced writers to choose from, some of whom may have direct experience in your field. They will also have other writers with whom to brainstorm and generate increased creativity.
Choose a professional writer for your call to action, and you will find that more prospects are being converted into buyers. It’s simple, simple, and effective.
Sunita Biddu is an expert author and CEO of copywriting company Content Axis, Inc. that offers premium quality copywriting services and article submission services. While providing top rate SEO services, she also writes on brilliant SEO strategies. To know more about the services, please visit Content Axis Inc.
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