A call to action can mean the difference between a lost customer and a completed order form

Why you need a call to action – every time you write an order form

by | call to action, copywriting, response rate

Share Share I recently started having craniosacral therapy. It involves lying down in a room scented with lemongrass and geranium oils…

I recently started having craniosacral therapy. It involves lying down in a room scented with lemongrass and geranium oils while the therapist gently does a magical thing to my spine that makes me feel as though as I’ve had ten hour’s uninterrupted sleep.

So what? You ask.

And you’re right to do so. What on earth am I thinking? Waffling on about such indulgent things. About scented oils, and spinal matters. You’re here to learn about how copywriting can help you boost your profits and build your business. Yes?

Bear with me.

Why a call to action is vital to your success

As each session ends and the world finally takes shape again in front of my sleepy and relaxed eyes, the therapist leaves the room. When she returns, she brings me a glass of water to bring me back to earth. And her diary.

 

A call to action can mean the difference between a lost customer and a completed order form

It’s at this point, without fail, that she asks “Would you like to book another session?”

And that’s the killer.

What do you want your customer to do?

It’s her version of the copywriter’s call to action. And it’s a classic one too. Way to close the deal.

It’s explicit. It’s clear – and it demands a response.

And it hasn’t failed yet. (My next session’s on Tuesday.)

Tell people what you want them to do

Is there something that you want people to do (buy your products, sign up for a subscription, use your services)?

Make sure that, just like my therapist, you’re giving them an explicit and clear way to do it.

It could be an open diary, it could be an order form with a coupon on the bottom, heck, it could be a coffee shop napkin with the words ‘call me’ and your phone number scribbled on the back.

What ever it is, make sure that it exists in your business.

Ask for the sale. Request the sign-up. Arrange that appointment.

It’s called a call to action, and it’s a powerful thing.

(Just like Eleanor’s therapy.)

Written By Katherine

Katherine Wildman is a copywriter for creative agencies and multinational brands – and the Creative Director of Haydn Grey.

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