You’ve successfully taken you reader down the sales letter. You’ve exposed their pain points, revealed their desires, and revealed the product and fleshed out every benefit that your reader will experience…
You’ve almost completed the entire AIDA acronym: Attention, Interest, Desire…
And now it’s time for the last “A” of AIDA: Action.
In other words, it’s time to close the sale. The question is, how exactly do you do it? How do you write a call-to-action so powerful that it results in a ton of conversions and sales?
In this blog, I’m going to show you how to do just that – with the help of legendary copywriter Gary Halbert, of course!
Make your readers follow your every command in the blog: How To Write Copy That Takes Your Readers Wherever You Want Them To Go.
The One Element That Leads To Explosive Action
The CTA is the moment of truth. It determines whether or not your copy is good or it sucks. Many writers don’t put as much emphasis on how important the CTA is. In fact, they may not really know how important it is…
But now YOU do.
So now that you know, there is only one thing you need to focus on to ensure that your copy closes the sale:
Focus on being very CLEAR.
Specificity. Clarity. SIMPLE direction. And above all, be incredibly clear with your instructions.
Like I said, it’s probably the most important part of your copy. Why risk making it complicated with fancy wordplay? Save that for poetry!
There was nobody better at closing the sale in his copy than Gary Halbert. In his book, “The Boron Letters,” he explains to his son Bond exactly how he writes his closing copy.
“The one thing I want to stress is that you must be very clear, very specific about what you want them to do. Lead them by the hand and take them exactly where you want them to go. Tell him where the order coupon is. Tell him to fill it out. Tell him to enclose the payment. Tell him how much to send. Tell him who the checks and money orders should be made out to. Tell him to use the envelope. Tell him the envelope doesn’t need a stamp. (If it doesn’t.) Tell him to put the envelope in the mail.
And, above all, tell him to do all this RIGHT NOW! TODAY!
Tell him what he will get if he hurries and tell him what he will lose if he delays.” (Ch.16).
Realistically, you’re talking to their readers like they’re children – without the patronizing tone. You’re making the instructions crystal clear so that there’s no resistance, whatsoever.
Speaking of taking action, learn about the importance of the CTA button in the blog: How To Keep The Call-To-Action Button As Simple As Possible.
Keep it Clear, No Fog!
I like to look at it this way. You’re in your car driving to your destination. You don’t know exactly where you’re going because you’ve never been there before, so you pull out your GPS. You SHOULD be good to go at this point, right?
But what happens when a thick fog swallows up the road and you can’t see what’s in front of you or in your rearview?
You drive slower.
Your job as a copywriter is to make the road to the destination as clear possible, with no fog or any other distractions.
Great! Try this out and let me know how it goes!
For more copywriting tips and strategies, check out the blog at joshwrotethat.com.