Marketers have a strange language. We use words like “socratic method,” “analytics,” and “call to action.” We also use acronyms like AIDA, which stands for Attention, Interest, Desire, Action.
That’s “action” is in Call To Action.
So what’s it all mean?
Well, the idea, of course, is to get your prospect to take an action. You want to inspire a move, one that is favorable to you. For instance, on your newsletter sign up page your call to action might be, “Join our mailing list.” There is a definite art to writing a call to action.
It should be the last thing on the page. You first capture your readers’ attention. You do that with your headline. Then you spark their interest with a carefully crafted sales letter that focuses on the benefits of your product or service. Really drive those benefits home. If you do that part well then you’ll you’ll spark a desire – a desire for your product or service. Really whet their appetite. And, finally, you close the deal with a strong call to action.
A strong call to action will inspire your prospect to take the action you want them to take: Join your mailing list, whip out their credit card and buy your product, or visit your store.
Whatever your call to action, you know it has worked when you start seeing the results.