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Writing Winning Sales Copy

Updated on January 9, 2014

You Have A Great Headline And Content But Is Something Missing?

After the headline your call to action is arguably the second most important element of your sales copy.

Whether you are writing sales copy for a website, squeeze page, or direct mail campaign, spending time crafting a dynamic call to action will result in better conversion rates, leading to more sales.


The Second Most Important Element Of Your Sales Copy Is..

You have a great product, service, or offer to introduce to the world.

You have identified your target audience through solid research and your 'killer' copy is signed and sealed and ready to go.

But hang on a sec.

There's something missing . . .

Most of us would agree that the headline is the single most important component of all sales copy. After all, if the headline doesn't cut it, your reader will stop right there without venturing farther down the page.

Certainly having a benefit-driven headline is vital. But following on from that, providing a dynamic 'call to action' is the one attribute of successful sales copy that can really make a positive difference to your conversion rates.

A call to action is where you tell your readers exactly what you want them to do next, after they have finished reading your sales copy and you have sold them on your product or service.

Generally your message will include one the following:

1. Call

2. Buy

3. Register

4. Subscribe

5. Donate

If we're talking 'dynamic', then 'call us for more information' is too bland.

Better options are:

'Call us within 72 hours quoting discount code XYZ and we'll take 25% off your first order.'

'If you are one of the first 30 people to respond to this offer you will receive our limited edition picnic set.'

'50% off while stocks last - but hurry!'

Including a call to action which contains a time-sensitive or qualifying clause creates a sense of urgency, prompting your readers to act immediately if they wish to take advantage of your offer.

So where should you place this essential piece of information for maximum profit?

If you are writing a sales letter for instance, it's likely that you will want to include your call to action in the final paragraph, just before you sign off.

If, on the other hand, your copy is for a long sales letter which will be displayed on a website or 'squeeze page', then you will probably want to repeat your call to action several times so that it is visible as your prospects scroll down the page.

'Click here to learn the weight loss secrets of the Hollywood A-listers.'

For extra emphasis you can also reinforce your offer as a PS.

'PS Book your European cruise today and receive a free upgrade to a junior suite.'

Highlighted text can be an effective way to draw attention to your product or promotion (yellow is good), but use it sparingly else the effect will be lost.

Too much choice can be a bad thing.

Consumer research from supermarkets consistently tells us that when customers are given an abundance of choice they feel overwhelmed and are less likely to act. Alternatively, if buyers are given a straight choice between Brand A and Brand B, where both products are considered roughly equal and aimed at the same market, the purchasing decision is often much more straightforward.

For maximum success when presenting your call to action, keep the buying process simple and your alternatives to a minimum.

P.S And if you are looking for great copy for your next marketing venture - contact me!

PR Training
PR Training

Be Your Own PR Guru

Arguably “passion” is a word that’s bandied about all too readily these days; particularly in business circles.

And in the footballing world.

But at the risk of overkill (one more mention of the P-word surely won’t hurt), it’s fair to say that no-one will ever be as passionate about your business as you are. And that’s only natural, because to many businessmen and women, their business is their ‘baby’. You brought the concept to life, you nurtured it, and now you are determined to ensure a happy future for your business and all those connected with it.

So who better to champion your business than YOU?

Now if you are thinking to yourself, I don’t know any journalists – or – the last five press releases I submitted never made it into print, then no matter. Because there are experts on hand who can help you get great results from your PR from this point on. All you need to do is to tap into their expertise, absorb what they teach you and get plenty of mileage out of your newfound skills.

PR training is for businesses and organisations of all sizes – from the sole trader to the multi-location international company, to the local charity or not-for-profit start-up.

Good PR is publicity money can’t buy, yet at the same its value is priceless. And thanks to the power of the Internet, there are many more opportunities to deliver your stories than ever before – providing you know where to look and how to go about it.

And if you think that doing your own PR would be too difficult or time-consuming, that’s probably because you’ve had some PR company ring up and try to sell you their services. These people have a vested interest in making PR sound complicated!

But the fact is, there are hundreds of openings every single week for businesses to make their mark in print and online. Without great stories, newspapers, magazines, ezines, supplements and news blogs would cease to exist because they wouldn’t attract enough advertising revenue. So you see, these online and print publications want to hear from business owners like you – but only if you can give them what they need when they need it.

Investing in PR training is a smart move, because what you learn on the course you will be able to put into practice right away – with a publicity-winning strategy for your business that money can’t buy.

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