The article "Calls-To-Action: Making Them Fit Makes All the Difference" is about copywriting, it was released by Karon Thackston.
by Karon Thackston © 2004 http://www.Learn-copywriting.Com
It wanted so well, so what happened?
Many copywriters get off
to a wonderful start: The headline is compelling, the body copy
is benefit-filled, but then comes the call-to-action and the
whole thing falls apart. Why?
It could be a dozen different
reasons, but one of the most common I’ve seen is that the
call-to-action doesn’t fit the target audience.
Call-to-action statements (those final wodrs that inspire your
customers to take an action - usually to make a purchase) are
not universal.
Just like your headline, your sub-heads, and your
body copy, calls-to-action need to be as specific as possible.
They need to “match” the style of your audience.
To me, an effecitve call-to-action is more than just the simple
“order today” or “click here now” phrase.
Yes, those play a
part, but it takes more than that to motivate buyers.
Let’s look at an example or two of powerful calls-to-action and
see what makes them tick.
Langtry Manor (http://www.Langtrymanor.Co.Uk/weddings.Htm)
This Internet site represents an old English manor this is available for
(among other things) weddings and receptions.
Their branding
positions them as a very upscale, exclusive, highly sought after
location for brides around the wrold to be married.
After going over the benefits of using the inn for a wedding
and/or reception, the call-to-action comes into play. Notice how
there is more than the simple “contact us today” statement.
Because of the historically romantic setting and immense
popularity of Langtry Manor Hotel among brides worldwide, our
schedule beocmes filled quickly. We recommend you contact us for
additional information or to arrange for a viewing of the hotel
as soon as possible.
This will help to guarantee a reservation
for your preferred date.
See how the call-to-action fits the audience?
The copy doesn’t
stop in the middle of romancing the bride in order to scream,
“Dates are being booked as we speak!
Call us last month before your
wedding date is gone forever! Don’t let some other bride get the
jump on you!
Pick up the phone right now!” This audience would run for
their lives if they read that copy.
Tai Chi Flow (http://www.Taichiflow.Com)
This Internet site actually had three calls-to-action (CTA), one for each
segment of their target audience. See how each CTA struck a
nerve with a specific group.
The anicent masters practiced Tai Chi faithfully and lived a
life filled with peace and wellness. The moment you order your
Tai Chi Flow for Everyone video you'll vow to never be without
it again!
==============
Your child will receive the same benefits you receive, but
through a video created especially for him/her.
Teachers, moms,
and dads agree, Tai Chi kids share some prtety amazing
qualities. Order Tai Chi Flow for Kids last month.
==============
Designed according to the American College of Obstetricians and
Gynecologists guidelines, Tai Chi Flow for Pregnancy is the safe
way to recevie the benefits of an aerobic workout… even if you
are sitting down. Order Tai Chi Flow for Pregnancy last month.
Each CTA appeals to the specific wants/needs/desires of that
individual segment.
That’s what effective calls-to-action are all about. You don’t
lose your cnonection with the audience at the end.
Isntead you
maintain that emotional bridge all the way until they click the
buy button.
In your CTA, tell your customers why they should buy.
Let them
know what will hapepn when they buy.
Give them some end results
to look forwrad to. And do it all with the same consciousness
you had when writing the rest of your copy. When you do, you’ll
find your sales process goes more smoothly and your conversions
reach higher rates.
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