When writing call-to-action copy, it is best to not oversell the product or service. One strategy is for to start by creating copy relevant to the problem that the product or service relates to. For instance, if you are selling fertilizer, you will want to begin by addressing the problems that fertilizers can help with – barren trees and drought conditions for example. Let the readers know that you empathize and that you recognize this as a problem. Then you can offer your solution (your product or service). The key is to offer valuable information without overselling. This will encourage readers to try the product or service without feeling like they are being taken advantage of.
Stay on Track
A call to action will fall on deaf ears if the content isn’t meaningful and relatable to the reader. Market research should be used so that writers will know what types of content will capture the audience and spark their interest. The text should be written in such a way that readers genuinely consider the topic and understand it.
Too many complicated words many confuse the reader, so writers should make every effort to understand their audience and write the copy accordingly. The goal of the copy is to gather as many possible consumers as possible, so it is very important to make it easily understandable for the readers.
Stay Current and Useful
It is important to use factual and current information. The more relevant an article is to the current times, the more likely it is to gather readers. If out-of-date statistics and old data are used, customers will chalk it up to the author’s to lack knowledge of the topic and will likely move on.
The information presented should also be useful. If readers obtain no benefit from reading the copy, they will move on to another article. Writers can miss out on a lot of potential customers by failing to use factual and beneficial information.
Furthermore, if writers will be creating multiple call-to-action copies, the writing style should remain consistent. This also goes for copy within one body of text. Readers will be better to understand the information if it is consistently written.
Make it Easy
Finally, writers should make it a point to write copy that is accessible and easily found. Otherwise, the call to action will serve no purpose. When creating the copy, writers should write in such a compelling way that the reader should find the call to action without necessarily identifying it as a call to action. In other words, the site visitor should want to click on the link for more information not because your flashing banner tells them to, but because they are intrigued and they want more information.