5. Call to Action
Importance of Call to Action
· Don’t assume your prospect knows what to do next…you need to tell them!
· Use orange button with blue “Add to Cart” – this outperforms “Buy now”, “Try now”, etc
· Be explicit and succinct in your instructions
· Example: “Click on the “Risk Free Trial” button below to join now to get instant access to Forex Profit Formula™, Forex Profit Alert™ AND the FX Insiders Club™ free for 7 days…”
· Test putting the call-to-action in multiple places in the letter…not just at the bottom.
· Some common places for the call to action include: y Some common places for the call-to-action include:
o Beneath testimonials
o After the bonuses
o In the P.S.
o At the top of the letter (be careful with this one…use with impulse offers and offers to your house list only)
Importance of Call to Action
· Don’t assume your prospect knows what to do next…you need to tell them!
· Use orange button with blue “Add to Cart” – this outperforms “Buy now”, “Try now”, etc
· Be explicit and succinct in your instructions
· Example: “Click on the “Risk Free Trial” button below to join now to get instant access to Forex Profit Formula™, Forex Profit Alert™ AND the FX Insiders Club™ free for 7 days…”
· Test putting the call-to-action in multiple places in the letter…not just at the bottom.
· Some common places for the call to action include: y Some common places for the call-to-action include:
o Beneath testimonials
o After the bonuses
o In the P.S.
o At the top of the letter (be careful with this one…use with impulse offers and offers to your house list only)
Copy Chunks
What to do next …
To claim your trial copy of [product] right now simply have your credit card ready and click on the orange button below.
You will be taken instantly to our 100% secure online order form. Fill out the short form and in just 2 short minutes you copy of [product] will be on the way. When you receive it, be sure to read the “Read Me First” checklist on top to get the most out of course top to get the most out of course.
Your free bonuses will also be included in this same package. Click the orange button below to get started now.
Here’s How To Order… It’s Easy!
For Fastest Service: Have your Visa, Master Card, Discover or American Express card handy and click on the secure order link below.
Fill in the online form and submit your order. As soon as your order is processed we’ll ship everything out to you. Your going to love [product] . Claim Yours Now!
What to do next …
To claim your trial copy of [product] right now simply have your credit card ready and click on the orange button below.
You will be taken instantly to our 100% secure online order form. Fill out the short form and in just 2 short minutes you copy of [product] will be on the way. When you receive it, be sure to read the “Read Me First” checklist on top to get the most out of course top to get the most out of course.
Your free bonuses will also be included in this same package. Click the orange button below to get started now.
Here’s How To Order… It’s Easy!
For Fastest Service: Have your Visa, Master Card, Discover or American Express card handy and click on the secure order link below.
Fill in the online form and submit your order. As soon as your order is processed we’ll ship everything out to you. Your going to love [product] . Claim Yours Now!
Do This Next…
Claim your trial copy of [product] right now by simply having your credit card ready and…
#1 Click on the orange button below to be taken instantly to our 100% secure online order form.
#2 Fill out the short form and in just 2 short minutes you copy of [product] will be on the way.
#3 When you receive it, be sure to read the “Read Me First” checklist on top to get the most out of course.
F.Y.I. Your free bonuses will also be included in this same package.
Click the orange button below to get started now.
Claim your trial copy of [product] right now
Simply have your credit card ready and…
#1 Click on the orange button below to be taken instantly to our 100% secure online order form.
#2 Fill out the short form and in just 2 short minutes you copy of [product] will be on the way.
#3 When you receive it, be sure to read the “Read Me First” checklist on top to get the most out of course.
F.Y.I. Your free bonuses will also be included in this same package.
Click the orange button below to get started now…
Claim your trial copy of [product] right now by simply having your credit card ready and…
#1 Click on the orange button below to be taken instantly to our 100% secure online order form.
#2 Fill out the short form and in just 2 short minutes you copy of [product] will be on the way.
#3 When you receive it, be sure to read the “Read Me First” checklist on top to get the most out of course.
F.Y.I. Your free bonuses will also be included in this same package.
Click the orange button below to get started now.
Claim your trial copy of [product] right now
Simply have your credit card ready and…
#1 Click on the orange button below to be taken instantly to our 100% secure online order form.
#2 Fill out the short form and in just 2 short minutes you copy of [product] will be on the way.
#3 When you receive it, be sure to read the “Read Me First” checklist on top to get the most out of course.
F.Y.I. Your free bonuses will also be included in this same package.
Click the orange button below to get started now…
Close with this reminder
· Don’t stop tugging the emotional strings…
· Remind them of how terrible their current state is and how – Remind them of how terrible their current state is and how it doesn’t have to be that way.
· Paint a vivid picture of what will happen if they DON’T take action. For example:
o Struggle day to day to make ends meet
o Remain overweight and unattractive to the opposite sex
o Lose the opportunity to receive all your valuable bonuses
o Keep getting what they’ve always got
o Lose yet another day, week, month, or year without seeing things change, etc…
o My grandma used to say: “If you keep doing the same things everyday, you can’t expect to get different results”.
· By now your prospect is tired of the emotional roller-coaster and all they want is relief… the kind of relief that only comes from TAKING ACTION!
· Don’t stop tugging the emotional strings…
· Remind them of how terrible their current state is and how – Remind them of how terrible their current state is and how it doesn’t have to be that way.
· Paint a vivid picture of what will happen if they DON’T take action. For example:
o Struggle day to day to make ends meet
o Remain overweight and unattractive to the opposite sex
o Lose the opportunity to receive all your valuable bonuses
o Keep getting what they’ve always got
o Lose yet another day, week, month, or year without seeing things change, etc…
o My grandma used to say: “If you keep doing the same things everyday, you can’t expect to get different results”.
· By now your prospect is tired of the emotional roller-coaster and all they want is relief… the kind of relief that only comes from TAKING ACTION!
6. PS, PPS, PPPS
The second/third most-read piece of text on the page.
Purpose of P.S
· Every letter you write should include at least one P.S. (and most will include two or even three)…
· The P.S. is the third most element of most sales letters (behind the headline and first paragraph)…use it wisely!
· Here’s how I utilize P.S.s in my letters:
o Reinforce the guarantee
o Restate the primary benefits
o Restate the scarcity component
o Make at least one additional call-to-action
· P.S. Litmus Test: If my prospect only read the headline and the P.S., would it give them enough information to make them want to buy?
The second/third most-read piece of text on the page.
Purpose of P.S
· Every letter you write should include at least one P.S. (and most will include two or even three)…
· The P.S. is the third most element of most sales letters (behind the headline and first paragraph)…use it wisely!
· Here’s how I utilize P.S.s in my letters:
o Reinforce the guarantee
o Restate the primary benefits
o Restate the scarcity component
o Make at least one additional call-to-action
· P.S. Litmus Test: If my prospect only read the headline and the P.S., would it give them enough information to make them want to buy?
PS Format
First PS: Warning if they miss out.
Second PPS: Recap and restate your offer and benefits.
Third PPPS: Building Trust
First PS: Warning if they miss out.
Second PPS: Recap and restate your offer and benefits.
Third PPPS: Building Trust
Sample P.S
P.S. Going at it alone is not the secret to success. I know from personal experience. My wealth took a dramatic turn for the better when I found a mentor who was willing to coach me in my early career. That same opportunity is now open to you. Take my hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog Cart business. Why excuse could you possibly have for waiting? Claim your copy of Hot Dog Cash today CLICK HERE.
P.S. If you pass on this opportunity you are sure to regret it. You’ll be the only one to blame when you gaze into the mirror every morning knowing that you missed out on your chance at success. Take my hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog Cart business. Why excuse could you possibly have for waiting? Claim your copy of Hot Dog Cash today CLICK HERE.
P.S. Going at it alone is not the secret to success. I know from personal experience. My wealth took a dramatic turn for the better when I found a mentor who was willing to coach me in my early career. That same opportunity is now open to you. Take my hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog Cart business. Why excuse could you possibly have for waiting? Claim your copy of Hot Dog Cash today CLICK HERE.
P.S. If you pass on this opportunity you are sure to regret it. You’ll be the only one to blame when you gaze into the mirror every morning knowing that you missed out on your chance at success. Take my hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog Cart business. Why excuse could you possibly have for waiting? Claim your copy of Hot Dog Cash today CLICK HERE.
P.S. Hey! Don’t you dare leave this page empty handed unless your just plain chicken. If you leave now you should never attempt going into business, obviously you don’t have the stomach for it, just give up and quit. But if your tired of just getting by, being kicked in the teeth over and over and getting no respect and are really ready to kick some ass…
Take my hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog Cart business. Why excuse could you possibly have for waiting? Claim your copy of Hot Dog Cash today CLICK HERE.
Take my hand right now and I’ll lead you (Even drag you if need be) to success in the Hot Dog Cart business. Why excuse could you possibly have for waiting? Claim your copy of Hot Dog Cash today CLICK HERE.
Sample PPS
P.P.S. Remember Hot Dog Cash is the only complete multi-media course available that explains the real nuts and bolts of the hot dog cart business.
It’s been used by hundreds of people just like you to start successful businesses. What’s more it’s 100% guaranteed. So what’s holding you back from success? Get Hot Dog Cash today CLICK HERE.
P.P.S. Remember Hot Dog Cash is 100% guaranteed to work for you or I will insist you take your money back. You have everything to gain. The risk is squarely on my back. There’s no easier and faster way to learn the hot dog cart business than hot dog cash. So what’s holding you back? Claim your copy of Hot Dog Cash today CLICK HERE.
P.P.S. Remember you have nothing to lose. Hot Dog Cash is 100% guaranteed to work for you or I will insist you take your money back. You have everything to gain. The risk is squarely on my back. There’s no easier and faster way to learn the hot dog cart business than hot dog cash. So what’s holding you back? Claim your copy of Hot Dog Cash today CLICK HERE.
P.P.S. Remember Hot Dog Cash is the only complete multi-media course available that explains the real nuts and bolts of the hot dog cart business.
It’s been used by hundreds of people just like you to start successful businesses. What’s more it’s 100% guaranteed. So what’s holding you back from success? Get Hot Dog Cash today CLICK HERE.
P.P.S. Remember Hot Dog Cash is 100% guaranteed to work for you or I will insist you take your money back. You have everything to gain. The risk is squarely on my back. There’s no easier and faster way to learn the hot dog cart business than hot dog cash. So what’s holding you back? Claim your copy of Hot Dog Cash today CLICK HERE.
P.P.S. Remember you have nothing to lose. Hot Dog Cash is 100% guaranteed to work for you or I will insist you take your money back. You have everything to gain. The risk is squarely on my back. There’s no easier and faster way to learn the hot dog cart business than hot dog cash. So what’s holding you back? Claim your copy of Hot Dog Cash today CLICK HERE.
Sample PPPS
Final Tips
· Tip #1: Use index cards to create your features and benefits list:
o Take a set of 3 x 5 cards and write all the features you know about on one side of the cards.
o Turn the cards over and write a benefit (or benefits) for each feature.
o Now you have a list that you can use to write your letter!
· Tip #2: Don’t over-edit your letter…test it!
· Tip #3: Develop a “swipe file” to help get your creative juices flowing.
· Tip #4: Develop a customer profile sheet by documenting everything
· Tip #5: Don’t worry about length. Just make sure your letter contains all 12 steps and that each one is fully explained, and the length becomes a non-issue.
· Write copy as an individual to another individual. (No “Hi Everybody’s”)
Final Tips
· Tip #1: Use index cards to create your features and benefits list:
o Take a set of 3 x 5 cards and write all the features you know about on one side of the cards.
o Turn the cards over and write a benefit (or benefits) for each feature.
o Now you have a list that you can use to write your letter!
· Tip #2: Don’t over-edit your letter…test it!
· Tip #3: Develop a “swipe file” to help get your creative juices flowing.
· Tip #4: Develop a customer profile sheet by documenting everything
· Tip #5: Don’t worry about length. Just make sure your letter contains all 12 steps and that each one is fully explained, and the length becomes a non-issue.
· Write copy as an individual to another individual. (No “Hi Everybody’s”)
P.P.P.S. If you have any questions about Hot Dog Cash, call us toll free in the US from 9:00 AM to 5:00 PM Central Standard Time, Monday through Friday, at: 1-800-555-1212. Outside the US, call: 512-555-1212. Or send us an email.
P.P.P.S. We are a real company. Here is our company information.
Shoestring Publishing, LLC
7273 South MOPAC Expressway
Austin, TX 72739
If you have any questions about Hot Dog Cash, call us toll free in the US from 9:00 AM to 5:00 PM Central Standard Time, Monday through Friday, at: 1-800-555-1212. Outside the US, call: 512-555-1212. Or send us an email.
Shoestring Publishing, LLC
7273 South MOPAC Expressway
Austin, TX 72739
If you have any questions about Hot Dog Cash, call us toll free in the US from 9:00 AM to 5:00 PM Central Standard Time, Monday through Friday, at: 1-800-555-1212. Outside the US, call: 512-555-1212. Or send us an email.
P.P.P.S. A year from now, you’ll be looking back on this as one of the most profitable decisions you’ve ever made. You will be well on your way to building a successful business and you will finally have a future you can build upon. “Hot Dog Cash” gives you everything you need to create the financial freedom in your life that you have put off. Now it’s your turn.
· Use subheadings to separate parts. Subheadings should be able to stand on their own (No “more info…”s)
· Use subheadings to separate parts. Subheadings should be able to stand on their own (No “more info…”s)
Maximizing a Winning Offer
· Use ClickTale.com to see what your visitors are doing and where they are stopping are doing and where they are stopping
· Use images effectively
· Test a completely different type of offer
· Use ClickTale.com to see what your visitors are doing and where they are stopping are doing and where they are stopping
· Use images effectively
· Test a completely different type of offer
Additional Copywriting Training
AWAI’s Accelerated Program for Six-Figure Copywriting
John Carlton’s Marketing Rebel Copywriting Course
Secrets of Successful Direct Mail by Richard Benson
Breakthrough Advertising by Eugene Schwartz
Clayton Makepeace’s “Total Package” (FREE!)
AWAI’s Accelerated Program for Six-Figure Copywriting
John Carlton’s Marketing Rebel Copywriting Course
Secrets of Successful Direct Mail by Richard Benson
Breakthrough Advertising by Eugene Schwartz
Clayton Makepeace’s “Total Package” (FREE!)
NOTE: The books and courses above will help you build a solid foundation in print persuasion, but they shouldn’t be seen as the “end all, be all.” Copywriting is truly one of those skills that you never stop studying.
Keep in mind: Half assed is better than no ass at all! As long as you keep improving, good enough will do for a start.
