People generally do what they are told to do.

While that may sound like the daydreams of a petty tyrant, it is simply a fact. It is an especially valuable fact to know if you want to sell something. People buy more often when you make it crystal sparkling clear that you want them to buy, and you explain in explicit detail how to do it. It’s called the “Call to Action” (CTA).

You see it all the time on TV.

“Call Now! Operators are standing by.”

“Call (800) END PAIN to learn how you can end your arthritis pain forever.”

And on the web.

“Click the ‘Buy Now!’ button to subscribe to our free weekly newsletter.”

“Press ‘Submit’ to complete your purchase.”

You get the idea.

The call to action is the copywriting equivalent of a “close” in a live selling situation. It is the point where you “ask them to buy.” An effective call to action can dramatically increase sales. A missing (or weak) call to action can actually reduce sales and be an obstacle to buying.

Nevertheless, the CTA is just frosting on the cake. The cake itself – your sales presentation – must be fully baked and have all the right ingredients. No amount of frosting will tempt if the cake itself isn’t tempting. If you fail to make me want to buy, I’m not going to buy just because you tell me to.

The role of the Call to Action is to encourage those people who, after reading all the wonderful benefits and testimonials, are still sitting on the fence. Sometimes simply telling them to go ahead is enough to get them off that fence and onto your order page.

So with that in mind, here are a few general guidelines to help you write a call to action that works.

1. Keep it short, strong and large

Use just enough words to say what you need to say. Use short powerful words. Structure your sentences in the active voice and use strong active verbs. Avoid using weak language like ‘submit.’

Instead tell them to:

•          Download Now
•          Click to Subscribe
•          Speak to an Expert
•          Subscribe Here
•          Get your free Gift

Appeal back to the benefits promised in the selling copy. Tell them what they will receive if they act now and tie it to some very positive emotional outcomes.

Finally, don’t hide your call to action. Make it large, bold, and place it where it cannot be missed.

2. Be Complete and Specific

Start with the beginning. Tell them where to click. Show them what number to call.

Then tell them what they must do to complete the action.

“Click on the ‘Subscribe here’ button. Then complete the pop up form and click the link in your email confirmation to start receiving the information you need to get rich tomorrow.”

Studies show that including numbers in the Call to Action can increase response rate.

“Press the ‘Buy Now’ button to join 185,000 other satisfied customers.”

3. Link it Directly to the Form

Don’t link your Call to Action to a home page. Link it directly to a landing page or form where your customer can complete the action you are requesting. If they click the button, and then have to figure out where to go from there, many people will simply lose interest and drift off somewhere else.

4. Test, Test, Test

Run split tests on your calls to action. Change a word here. Change a color there. Test for font size and placement on the page. Test any variable you can think of and you will quickly find out what works and what does not. There is no such thing as a generic call to action. Every call to action must be personalized for your product and your audience. The only way to make sure you are getting the best results is to test.

Call To Action Take Away..

There we have it, some tips that will hopefully help you get more sales. A powerful call to action is one of the most important factors in a successful website or marketing campaign. When you have a strong call to action and strong overall copy-writing it can make the difference between no sales and substantial sales. We must therefore ensure that we give serious thought to our copy and call to action.