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Increasing Conversions Through Action-Oriented Copywriting

Author : Karon Thackston

by Karon Thackston © 2005 http://www.copywritingcourse.com

I do site reviews. Needless to say, I see a lot of Web copy. One
thing that always befuddles me is the lack of focus many site
pages have. It's as if the writer assumes the site visitor will
read the copy and automatically know what to do next. The fact
is you have to know what action you want visitors to take before
you get them to take that action. That means knowing what the
preferred action you want visitors to take is, before you write
the copy.

Think About It

Before you pen one word (for the Web or any other marketing
medium), stop and think. "After reading this copy, what -
specifically - do I want my site visitors to do?" Maybe you want
them to click deeper into the site. Perhaps you want them to buy
right then and there. It could be that you'd like them to call
to discuss your product or service. Make a donation. Subscribe.
Download. There are thousands of possible actions. Give some
consideration to the question above and choose the action you
most want your visitors to take.

Signposts Point the Way

The next step is to include signposts along the way so your
visitors understand what they're supposed to do once they've
read your copy. Leaving verbal clues helps prepare your visitors
to take action once the time comes.

For instance, if you run a software site that offers a free
trial download, you can prepare your visitors to get the trial
version all throughout your copy by mentioning "free download"
or "free trial." Your copy might read:

Email Lock software allows you to send emails and attachments
securely through encrypted channels. With the free download,
you'll discover just how easy it is to protect your messages and
attachments from spying eyes. It's ultra-easy to use. You'll
send emails just as you always have, and your recipients won't
know anything has changed, either. The free trial version is
fully functional and allows you to experience all the
flexibility and simplicity of sending safe and encrypted emails
and attachments.

What's happening as your site visitors read? They see phrases
like, "With the free download, you'll discover…" OK, where's the
download button? Then they read, "The free trial version is
fully functional…" Wonderful! I want it! How do I download the
free trial?

They begin looking for ways to take the action you want them to
take. So tell them how!

Ready? And… Action!

Your job is just like a movie director's job. The director has
to motivate and encourage his actors. He tells them why their
characters are so important to the film. The director helps the
actors understand the emotions involved with the parts they are
playing. Then, once he has them all primed, he calls for action.

That's what you should do in your copy. Guide your visitors.
Lead and nudge them in the right direction. Show them signposts
that point to the action you want them to take. Then call for
them to take that action.

Once you give your copy focus, once you define a goal for the
copy and an action for your visitors, you'll find it easier to
write copy that converts.


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