Your "Call-to-Action" (CTA) is the part of your sales message which tells the prospect what to do next. These requested actions often include signing up, subscribing, and/or direct purchasing.
Your Call-to-Action is ultimately where your money is made and where all online business occurs. This means you cannot afford to have a weak or ineffective CTA.
Here are 6 key tips to keep in mind when writing your next Call-to-Action:
6) Create a Sense of Urgency
Today's the big day. To buy
Your Call-to-Action primarily involves telling your prospect what to do next. However, it also includes telling them WHY they should take that action, and a upcoming deadline is the best reason.
Some marketers say that urgency is the one and only thing that makes people buy. There is some truth to that, although I don't buy that completely. It is extremely important though.
Here is the standard offer-making process:
1) You make your initial offer
2) Add one-time discounts, bonuses and extras
3) Declare that the deal is only available for a limited amount of time or while supplies last
You may do OK with only steps 1 and 2, but step 3 is where most of your selling is done.
Urgency and scarcity. That’s what gets people to take action.
5) Include an I, My, You, or Your
It's all about "YOU"
You may or may not have noticed, but I use words like "you" and "your" a lot. That's not by accident. Science and data show that people like hearing and/or reading the word "you" because it remind them of themselves, which is someone they love to hear about.
Not only does "you" get attention, but it also personalizes (if slightly) the call-to-action. This is why "Don't miss your chance!" often outsells phrases without a "you", such as "Don't miss out!"
Including several "you"s can keep people reading longer, and it can build trust and comfort.
4) Have Your 1st CTA Above-the-Fold
"Above the fold" = Immediately in sight
Your CTA must be obvious, easy-to-find, the right color, and contain the right copy.
"Above the fold" is a fancy way if saying "everything you can see on a web-page BEFORE you scroll down at all". Most people judge the value of a website based on this small top section of your homepage, so be sure you get your message across before they even think about leaving.
For better or worse, many people DO indeed leave many websites without even scrolling down. This is why it is so important to include a Call-to-Action button above the fold. Most people will at least have an idea about what your website is about before they arrive there.
For many of them, all they are interested in are your products, content, and mailing list. Choose which one (or more) of these 3 is most important and place a link above the fold.
3) Leave Your Buttons Alone
Literally leave them alone. Like by themselves
When I say to leave your Call-to-Action buttons alone, I mean to surround them with plenty of empty space. You do not want your visitor to be distracted by something, or click somewhere, or focus on anything but doing what you want them to do. So don't provide them any distractions.
You want the button to be clearly visible and with clear instructions and expectations. It should essentially be the only thing your visitor CAN do on your page, after reading your copy.
2) Tell Them Exactly What to do
I think that's right
If I haven't made this clear yet, it is extremely important that you be very clear about which action you want your reader to take. Your single Call-to-Action button should follow crystal clear instructions about what they should do, what they will get, and how they will receive it.
Don't assume anything. Don't assume they know what that technical word means. Don't assume they'll know where to look next. They won't know. Leave no room for misunderstanding.
Many marketers feel they are "dumbing" down their language with this, but the truth is that no one knows as much about your product as you, so it's hard to remember life as 'an outsider'.
Most advertising peters out and meekly ends without a clear and direct call-to-action.
1) Include More Than 1 CTA
Give them multiple opportunities to do what you want
While I've already mentioned that you should have your Call-to-Action above the fold, that will only be your FIRST Call-to-Action on your sales page. Your above the fold CTA is important for those who are ready for you right away, but many others will require more time.
As readers progress through your sales page, they will come to get to know you. They will read about you, your products, your business, and your history. They may read your testimonials, your media features, product description, bonuses, and your irresistible offer.
People will have seen enough to trust you at different points of your sales page, so have plenty of Calls-to-Action so they can "take the exit" towards your goal whenever they are ready.