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The Art of Making the Call to Action Clear in Copywriting

Jul 8, 2008
Writing articles or letters suitable for presentation to web readers and businesses is a complete distinct discipline and art that deserves not only more attention, but more study. This is because the nuances of web communication have barely been explored, and can change from culture to culture, and from subject to subject. Web communication is all about telling the most that you can using very few words and very terse paragraphs. On the web you have the mind attempting to comprehend letters on a computer screen which it is accustom to understanding as graphics as opposed to letters on a piece of paper, which the mind is accustom to understanding as print.

It is therefore imperative that web copywriters know what makes a hit and what constitutes a dud in the online arena. Many businesses have failed online simply because they were not able to advertise their products and services effectively, or they were not able to study existing market trends that would have made them better advertisers and communicators. Many online businesses succeed because of the right writing and copywriting, not because of great graphics on a website, some survive on the success of their products and services alone.

In order to succeed in online business, you need to understand that advertising and image are everything. Moreover, aggressiveness is delicate: you can tread the fine line between utter laid-back-ness and complete hard sell, and without annoying people or turning potential customers away. You can do this by making an effective call to action that is clear and concise.

A call to action is merely a way to persuade your customers to do what you want them to do. It can take many different forms, say by calling a certain number or ordering a certain batch of products at a certain amount to receive a big discount. This call to action is something that can be persuasive, because it convinces customers of their immediate need of the product or service. It can also be extremely hard sell, and thus annoying, because it can seem to force a customer to buy something that he or she has no need of.

This is where you should clearly see the difference between a good call to action and a bad one: as in any other marketing and advertising schemes, you should show the customer that he or she needs the product or service now; or you can show your prospective customer that he or she needs to carry out a task right now, because no other time is appropriate. This call to action can ask your prospective customer to do any of several things, such as filling out an order form, making a reply to a survey, calling a hotline, clicking a button on your website, buying a product in a brick and mortar store, or even favoring one product or service brand over another.

Depending on your call to action, you need to make the need of fulfillment urgent, and moreover, you need to make it necessary to the well being of your customer. Moreover, when writing that call of action, you need to make your language specific. Where exactly should your customer fill out the form? Where exactly on your site is the survey, how long will it take, and what will it be for? Is your hotline up for twenty four hours? If your customer clicks a button on your website, will he or she be assured that he or she will not be downloading spam or spyware? Which stores carry your products and services? Where are these stores?

There are many different questions that you should answer in your call to action, but you cannot use up all your writing space in order to compose the information. Remember, your words have to be terse and specific, simply because you need to catch your customers attention and keep it. If your customers are not sure about what to make of your message, they will consequently not be sure about your products and services, and you could turn them off at first click.

The use of words such as must and now and limited supplies only will tell your readers and website visitors immediately that they should get your products and services as soon as they can. You must also say exactly why your readers and website visitors will need the product or service. Study your market: are your prospective customers always stressed, at work, and needing a vacation? Are they always at home, bored with housework? Use all these disadvantages of life when writing that call to action.

A call to action also caters to the doubts of prospective customers about privacy, so be sure to address these doubts by reassuring your prospective customers that their identity will be kept confidential, that they can get their money back if they do not like the product or service, or that they have a hotline to call up if they need help. Stress how your company or business is committed to quality service and customer satisfaction. If the customer comes first, then your product or service will also come first for your customer.
About the Author
Rodney Powell is a serious part time Internet Marketer working
diligently to go full time. He spends numberless hours learning and
doing the steps necessary to be successful online. To see a website
that puts the principles of this article to work go to:
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