Calls-To-Action: Making Them Fit Makes All the Difference

It was going 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 words 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 effective 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 site represents an old English manor that 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 world 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 becomes 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 today before your wedding date is gone forever! Don't let some other bride get the jump on you! Pick up the phone now!" This audience would run for their lives if they read that copy.

Tai Chi Flow (http://www.taichiflow.com)

This 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 ancient 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 pretty amazing qualities. Order Tai Chi Flow for Kids today.

==============

Designed according to the American College of Obstetricians and Gynecologists guidelines, Tai Chi Flow for Pregnancy is the safe way to receive the benefits of an aerobic workout? even if you are sitting down. Order Tai Chi Flow for Pregnancy today.

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 connection with the audience at the end. Instead 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 happen when they buy. Give them some end results to look forward 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.

by Karon Thackston © 2004

About The Author

Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.

IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:

Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit Learn Copywriting today for the widest collection of the most popular copywriting resources available.

kt@copywritingcourse.com

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Copywriting Information:

Related Articles

Copywriter Trick Unveiled: How to Write Better Copy Faster
"Talent alone cannot make a writer. There must be a man behind the book.
A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!
Have you ever wondered how your copy sounds to your prospects when they're reading it?If you have, here's a little-known trick to making your copy sound as clear as a bell, and feel as comforting as a warm fireplace in the winter.The very best way to figure out how your copy sounds to your prospects, is NOT to read it, but to read it out loud.
Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack
If you're hunting for a good freelance copywriter and have never done it before, or if you have but find yourself needing another for the first time in a while, I don't envy you. This "brave new" e-world has turned your once straightforward search of a neatly stacked file of brochures and introductory letters into a bothersome wade through a mucky world of half-baked online listings and search results which only seem to list those freelance copywriters who are experts in SEO, or at least know what the heck it means (search engine optimization).
Fundraising Letters: Where To Find Creative Ideas For Your Appeals
How do you make your fundraising letters creative and fresh year after year when your needs don't change all that much? I am not talking about new initiatives. I'm talking about the programs that you run year after year.
10 Tips for Writing Effective Web Copy
On the Internet programmers and designers rule, not the writer. Yet words drive targeted traffic to your site, carry content, make the sale, convey marketing messages, persuade people to buy and make the difference between your site's success or failure.
SEO Copywriting: 7 Tips
So you finally built a website for your home-based business. How exciting is that!? Now you just have to let people know you're out there.
Accelerate Your Freelance Copywriting Master Business Plan!
Ever wish for your own copywriting business?Ever wish you could become one of those internet marketing gurus and live out your dream of being who you really want to be?Well, what's stopping you? Is it time? Money? Fear of the unknown? These are the roadblocks that prevent so many of us from achieving our full potential for greatness.If you're good at something, and I'm sure that you are.
How to Build Benefits from Features Fast and Easy with the Solution Approach
Every salesperson and fledgling copywriter hears the harangue: DON'T SELL the FEATURES of a product - SELL the BENEFITS those features bring!!!The concept's important but it confuses a lot of people. Many sellers don't understand how to build a benefit from a feature.
Sticky Homepage Copy in 30 Seconds
Yes indeed, that's all you've got, 30 seconds to make your website visitors decide to stick around..
The Lead: Sinking The Hook Into Your Prospect
You only have an instant to capture your prospect's attention. No matter the medium - a sales letter, print ad, or commercial - she's going to make an almost instantaneous decision about whether you are worth her time or not.
Impulse Writing for Better Ad Headings
Writing headlines for your ads is the most important part of your online presence.When posting your ad to classified sites, directories, message boards, newsgroups or mailing lists, the only part of your ad that is showing is the heading.
3 Steps to Great Copy
Nothing irritates me more than being told that there are '3 Secrets' to great copy. Worst still are those marketing promises that say something like, "3 Secrets that the copy gurus don't want you to know".
How Your $2-an-Article Ghostwriter is Like a Cheap Pair of Pants
Web marketers: have you figured out that article marketing is the secret to your success on the web?And did you realize that the more web articles you put into circulation, the more of a web celebrity you'll become, and the more money will come pouring in?So what did you do after you figured this out? Let me guess: You went on Elance.com searching from someone to write your web articles cheap.
Top 3 Rules for Writing Effective Copy
One thing all successful Internet marketers have in common is that they're good copywriters. If you want to have a profitable online business, you need to know how to write a copy that motivates people to buy your product.
A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money
COPYWRITINGAfter determining what we are going to sell, the next task is to effectively convey our message.Copywriting is the art of writing words and messages that successfully sell a product or service.
Freelance Copywriting Advice #1: Take the Scary Jobs
From time to time you will be faced with an opportunity that looks downright scary.The temptation is to think, "Hey, that's way outside my level of expertise.
How To Write An Effective Ad
A letter or postcard allows you to "talk" one-on-one to your prospect. That means you should use "I" and "me" and "you" in your sales letter.
Power Keys To Writing Power-Packed Marketing Copy
In order to maximize your sales efforts and fully seize your greatest profit potential, these essential elements are a "must-have" and "must-apply" in all of your action-driven marketing communications.Value-Added, Benefit-Rich Headlines Make The DifferenceA bold, mouth-watering headline is considered by many a marketer to be the most important element of any super-effective marketing copy.
Copywriting Secrets Of Indias Mystics
Hi everyone,Been ruminating on this one for a little while now but it's probably one of the most profound discoveries of my life. It all began with a little book about music and it's had such a deep influence on my copywriting and small business, indeed my whole outlook on life, I'd like to share it with you all now.
Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines
Headlines attract attention. Headlines generate interest.