When you create a sales letter, the natural expectation is that there will be a call to action somewhere on the page. After all, how else are you going to get people to buy what you’re selling without it?
But there’s more to creating sales copy than just slapping up a page with a “Buy Me Now” button on it. There’s an art to creating sales content, (which, admittedly, I’m not very good at), and it’s something that every marketer and online business owner needs to have at least a basic understanding of.
Here are 5 tips for including calls to action in your sales copy.
Put the Call to Action First
When a prospective customer comes to your sales page, the first thing they should see is your call to action. If they’re already in buying mode, don’t waste time forcing them to read all the way through your sales copy.
If they want to read all the sales copy or watch your video, they will. But, what if they read about your service or product already and now want to buy? They don’t need to look at everything, they just want to buy or sign up. Give them that opportunity right up front.
Make it Visually Appealing
Your sales copy and your call to action should be visually appealing. Use contrasting colors and fonts, but not so much that it looks like a do-it-yourself project.
If you’re using a WordPress blog, take advantage of page builders such as Beaver Builder. They come with professionally built templates that all you have to do is insert your own information. They’re also mobile responsive, which is a must in todays world.
Don’t forget to test and see how your pages look on all types of devices.
Use Language that Invites Action
There’s nothing worse that getting to a sales page and having to wade through wishy-washy copy. You’re not going to convince anyone that your product is worth buying if you can't tell them straight up what you want them to do.
In order to get your audience to take action, you need to be using action-oriented words. Words like “Sign Up”, “Register Now” are great, but you can be more descriptive by using words like “Start Your 7 Day Trial Now.” There is no rule about how long the text can be on your sign-up box, it just depends on the design. If you need more words, redesign it to take that many words.
Make it Emotionally Appealing
In addition to being visually appealing, you want your sales copy and your calls to action to be emotionally appealing to your audience. Your focus should always be on what’s in it for them, rather than what you hope to get out of it.
Be sure to tell them about the benefits they’ll receive for signing up for your newsletters, your trial offers, and your products. There is a direct relationship between how clear you are on how your offers will benefit them, and how successful you will be.
Use Multiple Placements
In most cases in sales copy, you’re going to want to use multiple placements for your calls to action. You want them to see the call to action worded in different ways throughout the sales copy so that their fears are reduced, and they eventually click-through to answer your CTA.
Calls to action in your sales copy are essential if you want to make a business out of what you’re doing. If you don’t ask for the sale, you’re not going to get the sale. It might feel strange at first, but you’re going to be glad you did it. Study after study show that effective calls to action lead to more sales. And more sales lead to a successful business for you.
This is Part 9 of a 10-part series on Creating Effective Calls to Action
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Part 10 - 5 Tips for Creating More Effective Calls to Action