The Call to Action


Take a random group of 1,000 sales executives and ask them to arrange themselves in a very long line, according to how much commission they made last year, big hitters on the right, Willy Lomans on the left. After a bit of a wait (OK, you could fi nish reading this book), they’re done.
I guarantee that among the skills shared by the big hitters is this one. They are all great closers. And that means they know how to ask for the order. Which we, as copywriters, need to be great at too. It’s called “the call to action.”
The idea From City Equities Limited, a licensed equities dealer The call to action (CTA) is usually the line or paragraph at the end of an email, brochure, or letter inviting the reader to respond. Most often, the desired response is an order of some kind. But it might be signing up to an email newsletter, reserving a place on a free seminar, or even just confi rming receipt.
Logically, the CTA goes at the end. That’s where the selling fi nishes and the closing starts. Or does it? You could have a CTA in the headline. Or you could pepper your copy with CTAs after each new benefi t or section. After all, you never know how soon your reader will have been convinced by your crystalline prose.
City Equities say, “When you reply to my letter, one of our dealers will telephone you to learn more about your investment requirements.”
4 THE CALL TO ACTION
100 GREAT COPYWRITING IDEAS • 13
I’d call this an assumptive close. We’re telling the reader what will happen when they respond. Not if.
Just as the CTA seems to go last, it often gets written last. But maybe that’s not such a good idea. After all, you’re tired . . . and elated . . . the letter is almost fi nished. You can go home. Just as soon as that pesky call to action is done. So you dash off an “order now,” save and close, and you’re clear.
But this is the whole point of the letter (or ad, fl yer, or web page). This is where it all comes down to a “yes” or “no” from your reader. So it needs the most effort, creativity, and precision to get it right.
In practice • Write your CTA fi rst. Apart from anything else, it will help you focus on your goal, whether that’s new orders, sales leads, or sign-ups to an e-zine. • You can use a CTA to get people to do anything, even turn the page on a two-page letter. (taken from Andy Maslen book)


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