Are you telling prospects what to do? Are they ordering, clicking through to links, downloading? Do they know how to buy from you? If not, why not?
This is one of the biggest mistakes business owners make, and yet it’s so simple.
You know what they say: if you don’t ask, you don’t get. In copywriting, telling someone to do something is a call to action. Does it really make that much difference though?
Well, far from being bossy, think how important it is to give people direction, guidance, commands.
With your own children, you give clear commands all the time. Bet you’ve said, ‘Please tidy your room; pick your toys off the floor now; load the dishwasher after dinner.’ Several times over… 
Without these reminders, nothing would happen. Stands to reason: if your online copy doesn’t ask for a response, you’re unlikely to get one. A wasted opportunity…
So you see, commanding language is an integral part of marketing copy as it guides people towards making a decision. More to the point – since humans are indecisive creatures, a command gently nudges them into taking the first step.
What’s stopping you asking for the sale?
This is a common problem. Modesty, fear of being pushy or talking down to people are typical reasons people feel uncomfortable about using commanding or imperative language.
If you think about it, you’re simply having a conversation with readers, aren’t you? Building trust, inspiring confidence in what you offer.
In fact, the worst thing you can do is assume people automatically know what to do next. Sometimes, you have to spell it out. For example, if you don’t provide an easy way for people to contact you, they’ll probably click away. Far better to chivvy readers along with a link.
Besides, the last thing you want is for your message to fizzle out, leaving the reader unsure where to go next.
Of course, this assumes people get as far as your website to start with. So, let’s leap back to the search listings page as that’s where all the action first takes place.
How to command a Google audience
Most people find websites after searching in Google, Bing etc. This is the stage you must connect with your audience. How do you stand out?
First, do you know what your title and description tags are for each web page? If you’re not sure how to see yours, you can download free browser plugins and extensions. I use SEOQuake to check meta data in Firefox, Chrome or Safari.
Just to clear up any confusion, when you search online take a good look at search listings. You’ll see an underlined title (title tag) with blurb underneath (description tag), summarising what that page is about. Note search query words are in bold.
To catch someone’s eye, your meta data must explain what you offer, have a clear message and encourage people to click through to your website. All within 155 characters!
‘Want new clients and more sales from your Internet marketing? Call an experienced SEO Copywriter on 01580 753080. For web writing, blogging & email success.’
Make sure meta data contains words/phrases your target audience searches for. And of course, meta tags must reflect what’s written on your website.
Unfortunately, I often see meta data stuffed with keywords, forgetting that real people read search listings. Never underestimate their intelligence. Appeal to people’s needs first…
Calls to action that work
Once people click to your website, you need to capture their attention, interest them, give them reasons to stick around and then ask them to act. Why though?
Simple really – a call to action at the end lets you strike while the iron is hot.
Typical calls to action:
- Offer contact choices: Phone, Email, Skype
- Give incentives: Order today and you’ll receive a free…
- Use plenty of command (imperative) words: Call, Download, Join…
- Create a sense of urgency: Buy before July 31st, …
- Reassure: ‘All you have to do is…
Another neat trick is to have a call to action above the fold, to make your contact details clear.
More calls to action you can use
- Complete the enquiry form and send without delay…
- Visit the store today to find out more…
- To avoid disappointment, place your order before…
- Call now to arrange your free consultation…
- For a free demonstration, simply…
- Order by 30th July and you’ll receive…
- Send for your free copy of…
- Take advantage of this one-time only offer…
Still think this is bossy? You’re simply being helpful and assertive. Nothing wrong with that…
Tell me what you think
Have you found this post useful? Do share your comments and experiences. Always good to hear from readers…
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