Call To Action marketing and 4 rules for effective CTAs, is more about understanding basic human psychology. It's not about being forceful or pushy, it's about directing your audience towards your call to action, it's the fact that most people enjoy being directed rather than having to work things out for themselves.
Subscribers, clients and customers always prefer it when you're clear about what you want them to do. If you give them an option to guess your intentions, it gives them the option to click away from your site.
For example, in your opt in or sales letters, you shouldn’t ‘suggest' they opt-in but give them a very direct and singular action to take.
This is referred to as the Call to Action (CTA) and it is the most important part of your opt-in page and sale letter. Everything preceding your CTA should be pushing your reader into taking the action you want them to take: Namely, to purchase your product.
The call to action must be very clear and very direct. There needs to be no ambiguity as to how you want your prospective customers to act. It is a critical point in the flow of your sales letter. If there is anything confusing or not crystal clear in your CTA, you risk losing your customer forever.
Typical call to action statements include:
- Sign Up Now
- Give Me The Book
- Get Started Today
- Immediate Access To The Training
Sales Pages Call To Action – Demanding a Response
In your CTA, you don’t want to ask your customers to buy your product. You want to subtly demand that they buy your product by presenting it as the only possible solution to the problem they want to solve.
Good copywriting includes some key areas that directs people to your call to action.
Within your copy, establish their problem and examine their pain points, for many people within the make money online niche or Network Marketing, these pain points may consist of a lack of quality leads and cashflow. Once you have examined their pain points, offer your product or service as the solution, explain the benefits they will receive if they purchase your product.
Offer social proof that explains how your product has already improved the lives of others, perhaps it has received the endorsement of authoritative people. To add value, offer bonuses but only add bonuses that really add value otherwise this will discredit your integrity.
In addition to that, offered an unconditional guarantee, there should be no other course of action for them but to buy your product.
Often, the phrase “So what are you waiting for?!” is used right before the CTA. This is often the final push your prospective customers need to act on your clearly-defined CTA: To click on the link to buy your product NOW!
Effective CTAs – It’s All in the Formatting
Your sales page should be immediately identifiable as a sales page. So you want to avoid strange or unusual formatting that your readers may find off-putting.
Services such as Leadpages have become so popular because marketers can use pre-formatted templates, ready to based on templates with the best conversions. It’s also a good idea to research your competition to look at the sales pages they are using and model it for your own campaigns.
You can often get formatting ideas from these pages. Another option is to run a Google search on high-converting sales pages and model the formatting of those pages for your own. If they are already working for somebody else, those formats probably will work for you as well.
It's important at this stage to define that modelling is not copying. You should never copy anything.
Picking the Best Colors and Fonts For Your CTA
There is much debate on colours and fonts depending on your niche and target market.
Use standard, neutral colors and familiar fonts on your sales page so that you don’t instantly have your visitors bounce off your site. Remember, when they arrive on your page, they are not yet familiar with your product, so do whatever you can to make your pages look professional.
A great explanation of colour choice for your pages can be found at Optimize Press
Video sales letters are another option which can work well if they're done properly. Access to Powerpoint or the Mac equivalent along with a clear sounding microphone, and you can create high-converting videos, that can be easily embedded into your pages.
If you choose to use a video sales letter, or include a short video on your sales page, write a script that includes all the key elements of your sales letter as the sales techniques are the same for video as they are for text.
Closing the Deal
Your Call To Action will work well if you have thoroughly researched your market and researched your target market by talking to them in their language within your sales copy.
If your CTA is clear and forceful, your pricing and your offer provide a lot of perceived value and you have engaged your reader on an emotional level to prove that your product or service is something they can’t live without, then your sales letter will convert well.
Understanding how to get your customers to follow your CTA will only help increase your sales. If you’d like to have access to even more powerful marketing tips, as well as a way to generate conversion-ready Internet marketing prospects each month, click here to learn about my done-for-you system.