Call to Actions (CTAs) and Copywriting

by Mr. Ken Russell 0 replies
I want to talk about CTAs and copywriting – the meat and potatoes of any good website.

Your goal is to make sales, so traffic and ranking in Google is meaningless if your website doesn’t convert traffic into prospects. This is often the missing link in this strategy and one I want to make sure you fill.

We need the following:

Headlines – The headline is the single most important part of any website on which you are trying to sell something or guide an action. If you want someone to click on something, buy something, visit a site or otherwise join a site that you are promoting, you need a strong headline that will guide them in the right direction. More on this in a moment.

Subheadlines – The subheadlines in your content (H2s as we’ll call them) are important for another reason. A LOT of people, when they land on a review page for a new product launch don’t necessarily want to read the entire review. They just want to justify their interest in that product. They want to know if it is worth their money or not. Your subheadlines will provide a story within the larger review that they can follow. If someone reads just the 5-7 subheadlines written into your review, will they take away enough information to buy that product.

Ad Placement – I don’t always use advertisements on my sites. I will often borrow images from the product site I am reviewing and use them to illustrate my reviews, but I don’t use the ads and banners they offer because, to be perfectly honestly, banners and block ads don’t convert nearly as well as a well written review, plus it makes it painfully obvious, even beyond the disclaimer that I am trying to sell that product. So, if you do have ads, I recommend having them in places that are not too obtrusive or that add an extra element to the site – such as the side bar.

Call to Action – The call to action is the final sentence or two at the very bottom of your article that convinces people to click the link you provide to the product you are reviewing or discussing. It can be a short “buy this” or a longer, more involved explanation of why they should buy it. I strongly recommend the latter. More on this in a moment.

The goal of your copy is to make sales, pure and simple. Most of this article is about how to get people on your site – this particular section is about how to send them to the vendor page when they do.

Here’s what this is important.

Someone searches for a long tail in Google such as “100k Visitors per Day” or “100k Visitors per Day scam?” and they find your site in the search listings:

They click the link and land on your page. From there, they need to get to the vendor site. You can get 1,000 visits a month for a site, but if it doesn’t convert to prospective buyers, it’s not any good.

Now, we have one thing on our side that makes this a LOT easier than other niche or review sites.

Our traffic is already primed.

We are ONLY marketing towards buying keywords and we are doing it during or before a launch, meaning people are already hyped up.

There are two or three steps BEFORE someone gets to Google. So, maybe someone gets three or four emails saying “this 100k Visitors product is amazing” and they start to think, “hey I should check that out one day”.

Then one day, they see an ad on a blog pots or article and think “hey I should check this out” but instead of clicking the link in the email, they go to Google and look for a review. They find you.

This is a person who is already 80% of the way toward buying. They have heard about the product multiple times, they have seen glowing reviews from other marketers and they have decided it might be a good fit.

Your job, then when they come looking for a review, is not to sell it to them. It is to help them justify the buying decision. They are already close to buying the product – you just need to help them give themselves the green light. So, your buying language can be pretty relaxed and still be effective.

The Headline

The headline needs to speak to the state of mind of your visitors. In this case, it is someone who has heard about this product and wants to know whether it works or not. The odds are very low that they will find your website while searching for just any “making money online”.

There are people who create launch hubs that review multiple products on a single site like this. Over time, that single site could turn into a popular hub to come and learn about a new product in that niche. If this is the case, you have a slightly different audience.

But for the kind of site that goes up in less than a week and cashes in on a two week launch period, the headline is less of a sales pitch and more of a hook.

You want them to read your review or at least skim to the bottom and say “I want this”, or at least “I am willing to read more about this.”

Remember that the prospect still needs to go to the vendor site and read the sales copy. When they do this, they will be hit with a much harder pitch. Your job is to lightly presell and put them in a frame of mind to be willing to say yes.

Your headlines can do that with ease. Here are some examples that I have been split testing for our sample site:
  • 100k Per Day Exclusive Review
  • In-Depth Review and Articles on Hot 100k Per Day
  • Is the 100k Per Day the Real Deal? Find Out Below…
  • Stop Searching and Start Learning – 100k Per Day Revealed

Feel free to take and add any of these to a swipe file you can use to create your own headlines. It’s always a good idea when you see a headline or turn of phrase you like to snip it and add it to your swipe file so you always have a large database to pull from when you need new copy.

The Call to Action

The CTA is a bit different from your headline. Instead of merely facilitating someone’s predisposition to buying something, you have to nudge them a bit.

The goal here is simple. You want people to take action and buy the products you review. You don’t want to close a review by saying “go buy this”, however.

So, instead you do things a little more carefully.

First, consider the power of “because”.

There have been countless examples of this in clinical studies, but people are significantly more susceptible to suggestion if you tell them why you want them to do something.

A classic example in Influence: The Psychology of Persuasian involved a woman stepping up to other people in line for a copy machine on a college campus.

In 50% of the interactions, she said “Can I cut, I have just 5 copies to make”. In the other 50% of the interactions, she said “I have just 5 copies. Can I cut because I’m in a hurry?”

The difference between the two is almost non-existent. Her reason isn’t even that good. She just says she is in a hurry – of course she is. All of them are.

However, when she said “because”, 94% of the people she asked said yes. When she didn’t say “because” only 60% said yes.

That’s a huge difference and the same is true in your CTAs.

People need to know why and you can really drive it home by telling them a story that will facilitate their action. Don’t just say “Because I want to make money”, tell them how it benefits them.

So, when the opportunity to recommend a product comes, don’t say:

“Check out this product now.”

say,

“If you want to learn how Josh was able to make $48,333 in one week, check this out now. Hurry, though, because the weekend will be here soon.”

Tell them why, give them a clear benefit and then offer a clear “because” moment at the end. Even if the reason is bad, it’s better than none at all.

The Story is Vital

One of the most important things I ever did in developing my business was make a change to the approach I took in my marketing.

For the first couple of years I followed the classic approach of “sell, sell, sell.” Harp on benefits and beat people over the head with why they should buy my product.

I severely underestimated the value of story-based marketing and brand development and as a result, I was penalized, at one point losing my list on Aweber and having to rebuild it from scratch due to high spam rates.

Not a fun couple of months there.

Since then I’ve found my voice. I’ve learned how to create a narrative that keeps my readers engaged and interested. I generate a strong connection with people that makes them want to read more.

While the most powerful application of this theory is in sales copy and email marketing, it can work in any form of copy, including your reviews and articles.

Here’s the formula I use and why I think it has been so powerful for me:

Human Connection + Real World Problem = Interesting and Applicable Solution

Instead of focusing on the product and why the person I’m talking to wants that product I focus on the people. I tell a story that can be as fundamental as is necessary, but still presents a real application of what I’m saying.

The reviews are not just a “features, benefits, pros, cons” review. While I hit on all four of these things, I also go one step further and create a real human story that drives the core of the review.

Here’s how I start:

Identify the Audience – In this case, my primary audience is people who have already heard about 100k per Day and are interested in knowing if it actually works.

Identify the Product’s Benefits – I create a list of the key benefits of this product and why I think they are valuable to the reader.

Who Has this Helped – I write up a short story of someone who has been in the situation of someone who might consider buying this product and what this product offers for them. As always, don’t make up people or lie about your own experiences. Keep it FTC compliant.

Generate the Review – When I write a review, I start with my story, then slowly weave in the key benefits of the product while providing an outline of what the product is able to do for people in that situation.
The goal here is to show not only what the product offers (which I do), but to show why it works in the context I have given. Help the readers connect with me.

By the time I get to the CTA at the end, I can present a very clear CTA and most readers will jump on it.

Now, to take this one step further, keep in mind that any one CTA may not work. You might have a brilliant idea for what to do with it, but there’s no guarantee that your CTA will convert.

For this reason, I always create at least 3 variations of my calls to action for each page. So, if I have five pages, I have fifteen total calls to action. You can always outsource this bit to a copywriter too – while having a full review written by a copywriter can be costly, just the CTAs will cost you less than $50 in many cases.

Use a plugin in WordPress like Ad Injection which allows you to create multiple versions of a text block and tweak it according to the page, the style of that page and the layout you want to use. You can then rotate them throughout the entire website to see how they perform on any given site.

Let’s get started. Let me show you how I get 100,000 unique targeted visitors to my website per day and earn as much at $48,333 in just one week - click here to check it out.
#articles #actions #call #copywriting #ctas

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