What Should I Do?

As you write out emails or the ad copy of your web site, one thing should always be clear in your mind.

What specific action do you want the readers to take?

The way that you request that desired result is called the "Call to Action".

Some of the most common call to actions include:

• visiting your site for more information


• ordering a specific product


• responding to you via email with information

The Most Common Mistakes

I receive dozens of various newsletters every week.

There is a big difference between the experienced writers and some of the people who haven't gotten it down quite yet.

One thing that really stands out are the various call to actions I see in the emails.

As I read some of the weaker call to actions, it usually boils down to them "suggesting" or implying some vague benefit or reason to take the action desired.

I just browsed through some of the recent emails and here are some of the weaker "call to actions" I came across:

• click here for more information
• check out our web site at...

Yawn...

More Direct Call To Actions

In contrast to some of those weak call to actions, here are some of the stronger ones I have come across:

• Take advantage of this "30% off, limited time special" by clicking here (you will be sent directly to the order page): www.yoursite.com
• As promised, get your free bonus ebook by filling out this one minute survey right now by clicking here --> www.yoursite.com
• To find out the rest of the revealing secrets shared in this article, click here to be taken straight to the web site

Why It Works

The reason why these stronger call to actions work include the following:

• People aren't left guessing what to do next. You tell them!
• You are including benefits in your call to action which increases the click through rate.

Remember, these call to action tips apply whether you are talking about an email newsletter or your web site itself.

The more clearly and directly you spell out the call for action the more likely it is to actually happen. Don't assume the reader knows what will happen or what they get in return. Specifically tell them with a strong call to action.