Crafting Copy that Compels Your Customers to Act
What are you asking?
One of the best pieces of advice I can offer when creating copy is to always include an offer, otherwise known as a call to action.
What do you want your customers to do? Don’t assume they’ll come to your website or storefront just because you’ve told them you’re there. Results driven advertising, marketing and promotions take more planning and effort than an “If I build it they will come” approach.
Give your prospects and customers a reason to support your business. Invite them in to your storefront, request they visit your website and be sure to ask them to take action by giving them a compelling reason to do so.
What are you “asking” your clients and prospects to do?
How often do you see a billboard, print ad or webpage that makes you scratch your head and wonder “what was that all about?” Think about radio and television ads for a moment. Do you ever wonder why advertisers invest in the so called clever and catchy campaigns with no clear message?
Advertisements designed to build top of the mind awareness without any clear call to action are called institutional ads. I’m not saying they don’t have their place. If you have an unlimited budget this can be effective. I’m simply making a case for the use of direct response tactics in all of your marketing efforts. Direct response ads get better results. They promote action. Isn’t that what marketing is really all about?
Take a moment to consider the types of marketing or advertisements you personally respond to. If you see an ad on television that is unclear do you immediately gravitate toward the brand being featured? Probably not. On the other hand if you see an ad with a specific offer, perhaps a solution to a problem you’ve been experiencing or an item that fills a need you have right now you’re more likely to take action.
Here’s an example: If you’re reading this article in Manyon’s Musings, at some point you decided to subscribe to my ezine. You were probably intrigued by the offer to deliver savvy marketing insights directly to your inbox at no cost to you. Undoubtedly you wanted to learn more about copywriting and marketing. I trust I’m delivering satisfactorily or you would have unsubscribed by now.
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