Chapter 10. Write A Killer Call To Action
As any salesperson will tell you, you are not going to make the sale unless
you ask for the order. That’s why in copywriting the call to action is so
important. It is the very objective of your promotional piece!
The call to action can involve a number of things, depending on what is being
sold and at what stage in the selling process the promotional piece represents:
- Request more information
- Download a brochure
- Agree to see a salesperson
- View an online demonstration
- Accept a free trial
- Ask for a free estimate or quotation
- Place an order
A call to action is more than just telling the prospect what to do after. As the
copywriter—and de facto salesperson—your job is to motivate the prospect
to take action. You need to inspire him or her to make the decision to fill out
the form or make the call to respond to the offer.
