One of the most difficult parts to write of any ad or landing page is the call to action. Some writers spend hours thinking of the perfect call to action. Sometimes those hours pay off. But regardless of your writing method, it is extremely important that you write an effective call to action. Just what is an effective call to action?
A successful call to action is one that gets the reader to perform the desired action. That could be clicking through to the landing page, subscribing to your opt-in newsletter, purchasing your fanciful new whirligig in 3-D, joining your community, or whatever action you require to pay your bills. A good call to action gets a response.
So how do you do that?
The first step to creating a successful call to action in your pay per click Ads is to step into the mind of your customer. Who is she? What does she want? What motivates her? If you can’t answer these very basic questions about your client or ideal customer than you likely won’t connect with her. Your call to action will fall on its face.
Understanding reader motivation is the key to writing good ad copy or landing page material – all the way down to the call to action. Start there. And when you feel like you understand what motivates your reader to act, appeal to that.
