“Aye, fight and you may die. Run and you’ll live, at least a while. And dying in your beds many years from now, would you be willing to trade all the days from this day to that for one chance. Just one chance to come back here and tell our enemies that they may take our lives, but they’ll never take our freedom!” - William Wallace (Braveheart) The call to action is one of the most important parts of copy.
It’s all well and good convincing your prospect that your offer is exactly what they need, but unless they have a clear declaration of what they should do next, you run the risk of losing them. Some copywriters find it difficult to promote a transparent and hard-hitting call to action because of the “salesy" aspect of it. Selling isn’t offensive if what you’re offering is going to benefit your audience but most copy still falls short. Like William Wallace and his band of brothers, you are severely outnumbered. Wallace had to deliver a convincing statement for his troops to fight in what felt like a battle they couldn’t win. Wallace knew that a persuasive and emotional call to action would be the catalyst for defeating the subjugating English. You’ve emotionally coaxed your prospect into a state of mind where they are ready to give everything for what you have to offer, but this needs rounding off with a brave CTA. You’ve got them by the scruff of their necks. You need to tell them exactly what to do and that they need to take this action RIGHT NOW. Be specific. Leave no room for the audience to question their next steps. Make it simple, succinct and clear. Your audience isn’t stupid, but they are inattentive. You can never be too obvious. Click.This.Button.To.Make.Your.Dreams.Become.A.Reality. Your audience will be ready to fight and die for what you have to offer.
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