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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.
Latest News:Site: Yahoo! News Search Results for news News Ltd buys Getprice NEWS Ltd is preparing itself for the online retailing explosion with the acquisition of comparison shopping site, Getprice.com.au. Alabama news links: Judge gives man 187 years in prison on child porn convictions News from around Alabama. News Near You for Sept. 6 This daily column features short news items from some of the 20 localities that make up the greater Richmond area. If you have a news item, call 649-6990 or e-mail us at news@times dispatch.com NEWS NEAR YOU PowhatanB-24 bomber pilot Neely Young will speak at the World War II Round ... News Briefs Good news for working mothers. Minister of Education, Gideon Saar, announced Monday his decision to extend tuition subsidies for children aged 3-4 in public nurseries. BREAKING NEWS - Child struck by car, car doesn't stop TUCSON - News 4 has confirmed that a child was hit by a vehicle in the area of Drexel and Mission. Officers on scene say the vehicle did not stop. They are actively searching for the driver. Northwest News: John Canzano blames lousy city leadership for baseball's demise in Portland; Say so long to the ... Northwest News is a daily roundup of what's making headlines in the Pacific Northwest. News by location Get local and national news updates via E-mail. LUMBERTON - The Robeson County Board of Commissioners is expected to approve a resolution Tuesday formally adopting a quarter-cent sales tax increase. News buys up shopping website NEWS Limited has signalled a push into the online retail space. News Snapshot: Exit 12B in South Burlington is back in the spotlight ? THE NEWS: The city of South Burlington and the Chittenden County Metropolitan Planning Organization will hold a public meeting to discuss the latest developments on a proposed exit ? 12B ? from Interstate 89 onto Vermont 116 near Kennedy Drive. News by location Get local and national news updates via E-mail. Ten drivers have now clinched spots in the Chase for the Sprint Cup. HAMPTON, Ga. - Tony Stewart raced to his first victory of the year, pulling away from Carl Edwards off the final restart Sunday night at Atlanta Motor Speedway. Site: news - Google News AP Top News at 6:20 pm EDT - The Associated Press
MORE RESOURCES: Site: Yahoo! News Search Results for copywriting Gogolmania.2: cultural creativity in Kyiv It's not often you see giant Catalan puppets and airborn acrobats perform alongside earthy Ukrainian ethno-music. I wrote last year about the creative paradise of Gogolfest. Sean D'Souza: Spiced up news will ensure clients return Imagine someone borrowed your content.Imagine they then took that exact content, just changed some links and sent it out to their contact list.Would recipients realise the content was "borrowed?"In most cases the answer... Greenwich woman presents the 'original' story of her life Greenwich resident Carla Wallach never expected to write out the story of her life, but with such a distinctive background, her friends and acquaintances practically demanded it. INFOCUS Marketing Expands Beyond List Rental Management with Done in One Integrated Marketing Services WARRENTON, Va.--(BUSINESS WIRE)--INFOCUS Marketing continues expansion of services with list management, print production, mail fulfillment, design, copywriting, email campaign management, and list brokerage. Jason Parker Of ES3 Marketing L.L.C. Launches New Internet Marketing Blog Recently Jason Parker and company decided to tare down the old ProIMer blog to provide more value to online business info web surfers. Now ES3 Marketing L.L.C. has launched a new blog at es3marketingllc.com Conversion Conference Helps Online Marketers Increase Campaign Effectiveness Conversion Conference is the only industry event devoted exclusively to improving online conversion, and it's going to the Washington DC area October 4-5. More than thirty top thought-leaders and authors will provide practical sessions on landing page optimization, testing tools and website conversion path critiques. Conference Overview Conversion Conference was developed by... iWebContent Announces the move to new Office Facility and Expanded Growth iWebContent moves out of startup mode and out of startup facilities. The SEO content writing company moves into new 5,000+ square foot facility, targets 400% growth within the next twelve months. Ethics Denial By Online Reputation Management Firm Reputation 24/7 A BUSINESSMAN today urged companies with squeaky-clean profiles to consider hiring online web experts to safeguard their reputation in cyberspace. Senior Marketing Executive - B2B. - 22k Senior Marketing Executive - B2B MARKET LEADER: With business booming this is an excellent opportunity to join this leading business.THE ROLE: This highly visible role will be around building the brand further and supporting the sales effort. Marketing Communications Officer. - 25k Circle Anglia, one of the UK's leading providers of affordable housing, is looking to appoint an enthusiastic self starter as Marketing Communications Officer, working within its Group Communications team. Site: copywriting - Google News Professional Internet Sales Copywriters Lose Clients Because of Goldfish ... - Release-news.com (press release)
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