Your call to action is one of the most important parts of any copy you write. While your words may be clever and compelling, and your images eye catching and engaging, if you aren’t calling people to act, you won’t get the results you want.
So how do you make sure you are calling your potential customers to act effectively? Here are five sneaky call to action tips to help boost your conversions.
1. Map out your sales process
The key to an effective call to action is to know what actions you need your potential customer to take. While it would be nice for a potential customer to go from not knowing you to spending thousands with you instantly, and yes it does happen, in most cases trust and rapport need to be established first.
This is where your sales process comes in, working out each step that needs to be taken to build trust and turn your potential customer into your ideal customer.
For each marketing piece you write, whether it is a sales letter, brochure or website, think about the very next step they need to take. Is it to call you? Answer your phone call? Sign up to your mailing list? Go to a landing page? Download a free resource? Make a small ‘teaser’ purchase that will lead them to a bigger purchase?
Break each step down, giving clear instructions as to what needs to happen next.
2. Create urgency
The whole point of a call to action is to get your potential customers acting now, not saying, “I’ll do that later”. But to do this you need to communicate the urgency.
You can do this by using scarcity and competition to hint at what they could miss out on if they don’t act quickly, and/or using urgent language like “try it now”, “immediate access” or “call today”.
3. Use triggers
Sometimes you need to give potential customers a little extra help to get over the line, that is where sales triggers, little messages that motivate, come into play.
It could be a testimonial with results you know they will want, a risk minimising message like a guarantee or even some bullet points that overcome common objections and establish your value all put near your call to action to ‘seal the deal’.
4. Make your ‘buy buttons’ green or bright coloured
We have been programed in society that green = go and red = stop or a hazard, are your buy buttons giving off the right signal?
While green is a good idea for your buy button, bright colours, particularly against duller colours (if you were wanting to highlight a particular package, membership or option for instance) can also draw the eye and send the right signal.
5. Get rhyming
While it may sound funny or corny, research has shown that rhyming phrases are perceived to be more truthful and accurate. Get a little creative and give rhyming a go for one of your calls to actions and test your results.
Hopefully this has helped you a fraction, what tips will you use in your next call to action?
Image credit: Flickr/ 10ch
Amanda is the founder of Velocity Media and Communications.
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