Page 21 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

4 THE CALL TO ACTION

Take a random group of 1,000 sales executives and ask them to
arrange themselves in a very long line, according to how much
commission they made last year, big hitters on the right, Willy
Lomans on the left. After a bit of a wait (OK, you could finish reading
this book), they’re done.
I guarantee that among the skills shared by the big hitters is this
one. They are all great closers. And that means they know how to
ask for the order. Which we, as copywriters, need to be great at too.
It’s called “the call to action.”

The idea

From City Equities Limited, a licensed equities dealer
The call to action (CTA) is usually the line or paragraph at the end
of an email, brochure, or letter inviting the reader to respond. Most
often, the desired response is an order of some kind. But it might
be signing up to an email newsletter, reserving a place on a free
seminar, or even just confirming receipt.
Logically, the CTA goes at the end. That’s where the selling finishes
and the closing starts. Or does it? You could have a CTA in the
headline. Or you could pepper your copy with CTAs after each new
benefit or section. After all, you never know how soon your reader
will have been convinced by your crystalline prose.
City Equities say, “When you reply to my letter, one of our dealers will
telephone you to learn more about your investment requirements.”

12 • 100 GREAT COPYWRITING IDEAS