A “call to action” is simply directing your audience to take an action, such as clicking a link on your page. In this article, we look at the 4 rules for using a call to action effectively in your marketing.
Many people are conditioned to follow instructions. Effective calls to action isn’t about being forceful or pushy, it’s about directing your audience towards your call to action. In a world fighting for attention, many people enjoy being directed rather than having to work things out for themselves.
The most effective opt-in pages have only one option, which is to subscribe or click away.
A typical call to action statement includes:
- Sign Up Now
- Give Me The Book
- Get Started Today
- Immediate Access To The Training
- Sales Pages Call To Action – Demanding a Response
Pre-framing Your Audience
Pre-framing can significantly improve your opt-in rates. Pre-framing is warming up your audience with content before the call to action. Content such as videos and articles work particularly well.
The typical pre-frame marketing flow could be a YouTube video, to your blog, an opt-in page, or the sales page. Perhaps a blog post, to an opt-in page to the sales page.
If you’ve done your research properly, you’ll know who your audience is and understand their pain points.
For most Online Business Owners their pain is a lack of quality leads and cash. Once you’ve examined their pain points, offer your product or service as the solution, and explain the benefits they will receive if they purchase your product.
Effective CTAs On Your Sales Pages
A sales page is a succinct flow of words and images that guides your audience to a natural call to action.
Page creation software such as HBA Funnel Builder has become so popular because marketers can use pre-formatted templates, designed for conversions. It’s also a good idea to research your competition to look at the sales pages they are using and model it for your own campaigns.
You can often get formatting/design ideas from these pages. Another option is to run a Google search on high-converting sales pages and model the formatting of those pages for your own. If they are already working for somebody else, those formats probably will work for you as well.
It’s important at this stage to define that modelling is not copying. You should never copy anything.
Picking the Best Colors and Fonts For Your CTA
Colours and fonts take us into branding. The colours you choose should be in line with your personal branding, depending on your campaign.
Web pages are like hairstyles of the day, and there is a trend in colour choice and font selection. do whatever you can to make your pages look professional.
A great explanation of colour choice for your pages can be found at Optimize Press
Video sales letters are another option which can work well in pre-framing and capturing leads if they’re done properly.
If you choose to use a video sales letter or include a short video on your sales page. Write a script that includes all the key elements of your sales letter, as customer experience is the same for video as they are for text.
Closing the Deal
Your Call To Action will work well if you have thoroughly researched your audience by talking to them in their language within your sales copy.
If your CTA is clear and forceful, your pricing and your offer provide a lot of perceived value and you have engaged your reader on an emotional level to prove that your product or service is something they can’t live without, then your sales letter will convert well.
