Nowadays, a lot of bookworms that went to a local Copywriting Bar, and found themselves good fit for some hard work, get it competently wrong with it. And I'm talking about that Seat on Me to get a Drink for Free text on the back of the bar chair.
But...holy guacamole, being a copywriter doesn't mean that you spend a lot of times writing to persuade. Things like "Buy Now" or "Fill the Form Today".
That sort of things is quickly becoming outdated. And you know why? We are following a competently upside-down pattern when crafting our copy.
And I'll explain why in a matter of minutes. So keep reading
I bet that you already know that Call to Action is NOT a button. But in case that's something new for you - go to the kitchen, open up the closet and take a cookie from the jar. You've deserved it!
The Call to Action is the final text that invites the visitor to respond. And take an action. Like the Bad Boys movie where Martin Lawrence had to make the final shot and save the whole universe.
Logically, the Call to Action goes at the end.
That's where are the selling and the closing Finishes starts. Or does it? Could you have a CTA in the headline? Or Could you pepper your copy with new benefit or CTAs after each section?
After all, you never know how soon your reader Will have been convinced by your crystalline prose.
So, now let's get back to our completely wrong approach at crafting the copy and the CTA.
See, we start our first draft by composing the headline and when the body, gauging all the fuel for benefits, benefits and again benefits. And I bet that you are doing the same way.
Spend a lot of time and efforts on the body, trying to convince the prospect (and your client) that your copy is fairly good for them and it should work...SURE!
The Call to Action section might be crucial for your copyWhat? You should STOP here!
That's why start right after your headline first draft. If you feel tired take a power nap.
But never, ever hold the Call to Action as the last step when crafting your copy.
Also, having your CTA written first will serve as a GOAL. You will know what is your objective. And what benefits you should put first. In other words, that's your copy BIG IDEA!
But, hey...what's that Call to Value?
Simple! It's working in the same way as CTAs but, instead of encouraging readers to take an action, it conveys a value.
For example "Learn More about our Care Program" or "Get in touch with Upcoming Events".
Call to Value sections can be inserted wherever you want. On top, middle or end, before the CTA.
And don't forget that people like to click on BIG BUTTONS. So, be sure to have a pair of eye-catching pinners within Call to Value.
In Summary (for those who skimmed through this article) Write your Call to Action right after the Headline. It requires creativity. And it will serve as a focus for your main goal.
Hope that you found useful the today's topic. If so, you've just made one of my finger happier!