Want to *really* persuade your readers? Finish with a strong call to inaction.
As consumers we are always being told to do something: what to look at, where to visit, what to buy, who to phone, when to do it. Marketing propaganda swollen with imperatives is an ever-present rumble in the symphony of modern life. So if you’re a copywriter, it pays to make things simple for your readers by crafting messages that are transparent and easy-to-follow.
You probably know that.
But can we take things a step further? Most marketing material will conclude with a call to action; ‘Visit our website now!’ or ‘For more information just give us a call!’ But the fact remains that getting people to actually do something is remarkably tricky. That’s why copywriting is such a skilled discipline.
Introducing the call to inaction
Okay, so we know that any brand will earn brownie points with their target audience by crafting clear messages. And we know that it’s harder to get people to act than it is not. So shouldn’t we change our marketing strategies to reflect that?
Consider this piece of copy, which we wrote recently for one of our legal clients as a sign-off to a letter regarding a new service that they were introducing to local businesses.
“I will contact you within the next few days to talk about this new opportunity. Until then, I’d like to thank you for reading.”
Bam! What you’ve got there is a classic call to inaction. No messing. The reader doesn’t have to do a thing. It sets up a dialogue and the content of the letter will simmer away in that reader’s head for the next day or so as they await the call.
Even better, showing that you are prepared to do the leg-work is a potent respect-earner. And informing the reader of your intention to call shows a respect for their privacy and time, removing the ‘intrusion factor’ when you come to make the call. It’s a great platform from which to go on and make a sale.
So when should you use the call to inaction?
Well, whenever you can. Obviously there are only a few instances where this tactic can be applied, but in short when it can be used it should be used. It’s particularly great for sales letters, especially when your target audience is relatively small.
Have a think about it. Give it a go. We’re already sold. Because brands that take the hassle out of engaging their customers and take practical steps to make their lives a little easier will always have the edge on their competitors.
Wouldn’t you agree?
