Are your readers doing what you want them to do? Are they clicking through to your links, ordering your eBook or signing up for your opt-in? If not, you need to learn a master craftsman’s copywriting secret.
This technique acts like a remote control to get your readers to take action. Press this “magic button” and you’ll see your results improve dramatically.
The secret, masters-only technique to compelling your readers to act is to . . .
. . . . ask them.
Annoyed? Think I’m pulling your leg? There’s nothing magical or tricky to getting someone to do something just by asking them, right? That’s completely obvious.
And most copy doesn’t do it.
Which is why most copy gets weak results.
Persuasive writing needs a strong call to action
The advice to “always ask them” has been turned into a heroic-sounding marketing term called the call to action, as if trumpets were sounding and prospects were marching off to war just because you inserted a couple of words at the end of your copy.
The term might sound a little bombastic. But the simple fact is, once you’ve gained your reader’s attention (with a great headline and a strong hook) and presented all the benefits she’ll get by taking the action you want, you still have one more hoop to jump through.
You need to tell your reader exactly what to do, how to do it, and that you want her to do it right now.
Make it specific
The late copywriting master Gary Halbert liked to include seemingly insane levels of detail in his calls to action.
His copy would end with something like, “Call (specific 800 number). You’ll talk with a woman named Robin in a blue sweater who will ask you, Would you like the large size or the jumbo?. Tell her you want the jumbo. She’ll ask you for your mailing address where you can receive packages, and you’ll give it to her.” He goes on and on like that for quite some time.
For the beginning copywriter, it feels like a strange, awkward technique that’s going to “look weird.” But for the reader, in the context of taking action that might cost some money, time or inconvenience, this level of detail creates a solid, comfortable understanding of what to do next and what to expect.
If you want your reader to take action, use highly specific language with clear, concrete details. Don’t leave any question about what you want to see happen. And don’t be afraid to be a little “too obvious.”
Your readers are not dumb
As you’re writing, you’ll think you have made yourself stupidly clear. You spent 14 hours on that lengthy article describing your fascinating new product. You followed up with a 12-part series on your blog and an autoresponder sequence of 20 emails.
To you, any moron can see what to do next–your reader should click through to that PayPal button and order your new work of genius.
The reality isn’t very appealing for the writer.
The fact is, Ron Reader found one of your posts (maybe #3 out of that carefully planned series of 12) on StumbleUpon and spent 30 seconds skimming the subheads. He read the first sentence twice because he thought it was funny, then he skipped down and read part of the last paragraph.
Then you got lucky–instead of Ron hitting “Stumble” again, Ron’s boss came up behind the cube and Ron had to think fast. He brought up a spreadsheet to look like he was working. An hour later, Ron’s cousin sent another link to YouTube, and Ron spent 20 minutes surfing videos of dogs drinking beer. Then he wrapped up that really overdue report while eating a bag of Fritos and catching up on email.
Four minutes before he shut down for the day, Ron noticed your post again, so he read your first paragraph and one of the sections that looked kind of interesting.
Your readers are not dumb. But they do have a lot of other things competing for their attention. So no, Ron Reader is not going to know what to do next unless you spell it out with painful clarity, and probably tie a giant red ribbon on it while you’re at it.
Incidentally, this is why links that say “click here,” even though they make Web usability pundits cringe, test better than links that don’t. It might be hard to believe, but no, many hurried and distracted users don’t instantly get that they are supposed to click here. You have to tell them.
Being clear isn’t the same as talking down to your reader
Granddaddy copywriter John Caples wrote about this very point way back in 1932. When you see the word “ad,” substitute post or landing page or Web copy. All persuasive writing is built on the same foundations.
Don’t make ads simple because you think people are low in intelligence. Some are smart and some are not smart. The point is that people are thinking about other things when they see your ad. Your ad does not get their full attention or intelligence. Your ad gets only a fraction of their intelligence . . . . People won’t study your ad carefully. They can’t be bothered. And so you have to make your ads simple.
Decide what action you want readers to take. Ask them to take that action. Ask them clearly, succinctly and unmistakably.
Put at least one unambiguous call to action into every piece of persuasive writing you create. You’ll see results.
About the Author: Get more online marketing advice from Sonia Simone by subscribing to her blog today.
44 comments... add one
#1 Andrea Jülichs → 04.15.08 at 5:19 am
Hi,
this is high quality information! Not only SEO, keywords and blog optimizing is important. If you write badly, you do not have a lot of readers.
Andrea
#2 Alex Cristache → 04.15.08 at 5:24 am
Nice reading. Thank you Sonia!
#3 Mark - Creative Journey Cafe → 04.15.08 at 5:38 am
Thank you Sonia - I really like this.
It validates something I’m discovering - make it as easy as possible for people to buy from you. Spoon feed because people are busy.
Great article.
#4 Roberta Rosenberg → 04.15.08 at 6:05 am
Sonia, spot-on commentary! In a world where our prospects are assaulted by marketing messages from every which way, clarity of purpose - like simply asking for the action - will almost always win the day.
Now please tell that to my non-profit clients who think it’s vaguely ‘dirty’ to come right out and ask for a donation :)
#5 Relly → 04.15.08 at 6:10 am
It’s uncanny but I did a talk on just this very thing a few days ago - even some of my examples were the same (great minds and all that). I think you totally nailed the concept and I shall be passing the link to this article on to some of my clients.
Thanks!
#6 Jacob Cass → 04.15.08 at 6:23 am
Hi Sonia, I don’t normally click through to the site however this really got my attention and just wanted to say thanks. I will be using your tips :)
#7 Brad Shorr → 04.15.08 at 6:45 am
Really enjoyed your post, Sonia. I’m always fighting the temptation to be to subtle in my writing. People don’t have time to interpret, so you have to be crystal clear.
#8 Azzam → 04.15.08 at 6:49 am
This is a method I would never dream of using, simply on the basis that I assume that the readers knows exactly what needs to be done. This has shed some light on the matter for me definitely and I intend to use this in the future. Well done a very simple and concise post.
http://www.rapidfireblog.com
#9 James Chartrand - Men with Pens → 04.15.08 at 7:09 am
Hey, well done, Sonia. You’re right on with this.
“Click here to learn more.” “Visit our XYZ page.” “Give us a call right now.” Those are all call to action phrases (short and sweet, mind you) that do help people know what to do next.
You explained it well and wrote it well. Couldn’t have said it better myself!
#10 Mike → 04.15.08 at 7:39 am
Really well done, Sonia.
Most people don’t believe just how simple you have to make things for other people.
Here’s a tip for bloggers:
If you put a mashup of 10 links in your post, the very few who do click will click the first one.
My testing indicates that if you really, really want your readers to go to a link, you have to make it the whole point of the post and the only link available.
I’ve been the first link of 10, in a blog post, on a blog with tens of thousands of readers and gotten 45 whopping visitors from that post.
Those posts with 15 places you want your readers to visit are almost worthless to the 15 people you link to, visitor wise. Almost.
#11 Sonia Simone → 04.15.08 at 8:01 am
Thanks, all!
Boy, Roberta, I feel your pain. I have one of those as well. I love them dearly and they do some amazing things, but they’re very particular about anything that feels “icky.”
There’s a whole category of techniques that help response tremendously, but can be hard to sell to certain kinds of clients. I call them the “I don’t want to sound like an infomercial” issues. Talking reluctant folks through those is probably one of the major themes of my blog, in fact. :)
One of the things that first drew me to Brian is that he’s really mastered the art of using those time-tested direct response copy techniques without sounding cheesy. It’s a skill well worth acquiring.
To change the subject, with a little luck, the Internet at large will think that very pretty woman in the photo is me. :)
#12 Roberta Rosenberg → 04.15.08 at 8:03 am
@Sonia … nice to know I’m not alone in the void … but you mean to say that’s not you in the photo? I coulda sworn … :)
#13 Morning Brief — April 15, 2008 « The Book Publicity Blog → 04.15.08 at 8:04 am
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#14 Ms. Single Mama → 04.15.08 at 9:10 am
I am a blogger by night and an interactive copywriter by day. You’re absolutely right. “Click here” is necessary because a majority of internet users still don’t really “get it.” You have to make that call to action clear as a bell.
#15 Adam Donkus → 04.15.08 at 9:28 am
As Jonathan from Freelancefolder suggested in one of his older posts, I always try to end a blog post with a question that requests feedback.
#16 Janice Cartier → 04.15.08 at 9:30 am
This is a keeper, Sonia. Not only because I love the word “bombastic”, but because in a very real way good copy is a map to the treasure. “X marks the spot”, big arrow with “dig here”, and a drawing of the jewels…all very good ideas.
Loved reading this.
All best, Jan
#17 JudyA → 04.15.08 at 9:48 am
Great tips! Others have aimed at it, but you’ve really nailed the topic.
When I wrote for newspapers, we aimed at a 6th grade reading level because readers are too distracted by life to give up much more of their attention, not because they cannot read. Now, I check the reading level and ease ratings for all of my articles, then go back and re-write as much as possible to keep the topic easy to ‘get’ quickly!
#18 The Masked Millionaire → 04.15.08 at 10:11 am
Good post. I write “CLICK HERE” all of the time.
#19 morgan → 04.15.08 at 1:28 pm
Great advice! I’ve known many people who are too afraid to ask for exactly what they want to happen. People can’t be afraid to ask for their users, readers and anyone who happens upon their site to do something — especially online! In the online universe, there’s quite a remarkably smaller barrier to entry than there is buying something in a store. There, you’ll see an ad in a magazine, think about it and then have to head to the store. Online, it’s all right there. ;)
#20 Maria Reyes-McDavis → 04.15.08 at 1:32 pm
Copy can be the most difficult part of a blogger/online marketers “job.” These are absolute essential for effective online copywriting, especially for online marketers.
Great job!
Maria :-)
#21 Shaun Connell → 04.15.08 at 4:53 pm
Spectacular post, and I couldn’t agree more. So many people forget to have the “click here” button.
#22 The Internet Apprentice → 04.15.08 at 5:01 pm
Hmmm, some interesting points to ponder. My take away from this is to remember that you most likely don’t have your readers 100% attention. The TV’s on, the kids are crying, the dogs barking, etc. You need to keep it straightforward for these people. Thanks for the post!
- Dave
#23 Remarkablogger → 04.15.08 at 10:14 pm
Great article, Sonia! I’ve been teaching a lot of web-writing classes lately for my day job and really had to stress to the students that writing simply or using reading level algorithms in order to reach a sixth grade reading level was NOT dumbing down their content.
I also really like how you ended with your own advice! Excuse me, I now have to go persuade somebody to hire a blog consultant… ;)
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#26 Florencio → 04.16.08 at 7:54 am
Wow, It’s very interesting! My blog has a section for the readers to receive their jobs by email but most of them forget to confirm the subscription, and I think it’s because I don’t explain it very well. Now I have learned that wonderful principle!
Thank you for the post, Sonia Simone!
#27 How to Be a Copywriting Genius: The Brilliantly Sneaky Trick You Must Learn | BlogOnExpo → 04.16.08 at 9:24 am
[…] Are your readers doing what you want them to do? Are they clicking through to your links, ordering your eBook or signing up for your opt-in? If not, you need to learn a master craftsman’s copywriting secret. - CopyBlogger […]
#28 maggie chicoine → 04.16.08 at 9:28 am
Learning from you every day…thanks!!About to add the “click here” button… crumb, I’m so naive!
#29 WebSite Design Orange County → 04.16.08 at 10:40 am
“Less is more”, 19th century proverbial phrase.
Gotta love the 1800’s! Of course in those days it wasn’t called “blogging”, it was called “writing”.
#30 Make money from blogging → 04.16.08 at 11:04 am
Very good post.. keep up the good work.
#31 Lori → 04.16.08 at 2:46 pm
Hi Sonia,
Great advice…and fun to read too! I like your “bombastic”! I have a choir director who speaks with this “new language” as well…and it certainly makes life more colorful! Thanks again.
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#33 5 Star Affiliate Marketing Forums → 04.16.08 at 3:25 pm
Brilliantly Sneaky Copywriting Secret Affiliates Must Learn…
Copyblogger has a great post about a very important copywriting ’secret’ affiliates must use to be successful. Sonia explains why you need to use this technique and helps you to get into the mind of ……
#34 Chris → 04.16.08 at 3:41 pm
Great article. I’m going to use these tactics for a click through to an affiliate product. I wonder if it will work. Too often, copywriters get stuck on the creativity part of creating an ad–trying to make something really creative and interest–but keeping it simple is an important thing. Thanks for the reminder.
#35 Internet Marketing Joy → 04.16.08 at 4:51 pm
Thanks for the wonderful post Sonia..^^ It is very informative and helpful..^^
#36 Peter Murray → 04.18.08 at 3:51 am
Great post, but you forgot to give the step by step call to action at the end :-)
“Now go to your own blog. Add a new post. You will see a blank space. Write in it. Don’t to ask your readers to act on your call to action.”
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#38 Katherine → 04.19.08 at 9:47 pm
This is such great advice. When I first started, asking my readers was a little embarrassing. But it works. People respond in a very positive way when you’re specific about what you want them to do.
#39 Dhane → 04.21.08 at 3:56 pm
This is some of the best copywriting information I have found to date.
#40 Nick Stone → 04.21.08 at 7:58 pm
In a kaleidoscope of conversion seeking presentations, focus is fleeting. Why not ask? Empowering advice delivered with an enlightening perspective!
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#43 Janelle V. → 05.14.08 at 4:04 pm
Great advice, Sonia. I have just recently started to implement this into my own blog writing, so I will be curious to see how it turns out :)
#44 Katherine → 05.14.08 at 11:45 pm
This is great advice. I have yet to include an “insane level of detail” in my copy but I think I am going to try it. It doesn’t feel natural but if it gets the results I want, then it won’t matter.
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