How To Creating Calls To Action That Deliver Great Results

Let’s discuss “How To Creating Calls To Action That Deliver Great Results” Every email you send should have a purpose. In many cases, that purpose requires your reader to take some sort of specific action.

Researchers have found time and again that the best way to get more people to take the desired action is by telling them exactly what you want them to do. This is your call to action and learning how to craft one is sure to boost your response rates across your emails.

So, with that in mind, here’s a tutorial to walk you through the steps of crafting your call to action…

Step 1: Choose Your Goal

First things first – you need to decide the primary purpose of the email. Here are common examples of things you might want your readers to do:

• Purchase a product.
• View a video.
• Read a blog post.
• Join another list (e.g., request a freemium, subscribe to a newsletter, etc.).
• Share a piece of content.
• Register for a seminar.
• Take part in a contest.

And similar.

Keep in mind that your email should have one primary goal. Don’t try to direct your readers to do multiple things, as they likely won’t do any of them. Instead, pick one goal and then design your entire email around this goal.

This brings us to the next step…

Step 2: Create Content Around the Goal

Now that you know what your goal is, you now need to craft an email that supports the goal.

For example, let’s suppose your goal is to get someone to purchase a product. Your email might take the form of a presell, where you lay out the benefits of the product and why the reader should purchase it.

You could do this in a couple different ways, including:

• Create a direct-response email. Here you define the problem, introduce a product as the solution, and then list all the benefits of the product. You then end with a call to action telling readers to purchase the product.
• Offer a product review. Here you share the pros and cons of a product, as well as your recommendation as to whether to buy it or not. (In most cases, you’re doing a product review because you like the product and want to promote it. If you don’t like the product, then do a product comparison instead. See below.)
• Provide a product comparison. If people in your niche are torn between two competing products, you can do a product comparison to help them decide which one is right for their needs. In most cases, your comparison should have a strong “winner” (which you then promote with a link and call to action).

Create a mini buyer’s guide. Here you share the details and comparisons across multiple products in your market. Your buyer’s

• The guide should naturally lead to the one product that you’re wanting to promote.

Alternatively, you might create content that’s “useful yet incomplete.” This is where you solve part of the prospect’s problem with the content of your email, and then you recommend a product to solve another part of the problem. In other words, this strategy is all about sharing content (not a direct promo), but it’s still designed to sell something.

Let me give you a specific example…

Let’s suppose you’re selling a course about how to start getting more traffic from social media. You might send an informational email out with 10 tips about social media marketing and then point people towards the course to get a step-by-step tutorial. The tips are useful, but in order to get all the details, the reader needs to purchase the course.

Another way to approach it is to offer a tool.

For example, you might offer a set of Facebook ad templates. These are useful, but in order to make the most of them, the reader should purchase the course on social media marketing.

Now the last step…

Step 3: Craft Your Call to Action

At this point, you’ve got an email that’s designed to naturally lead people towards taking a specific action. Now you need to finish that email by crafting a call to action, which is where you tell readers exactly what you want them to do next.

Note: For best results, give people a reason to act – and, preferably, give them a reason to act now. If you can create some urgency around your call to action, you’ll get better conversion rates.

IMPORTANT NOTE: Don’t create a false sense of urgency, and don’t hype anything. However, if your offer naturally has some sort of built-in urgency – such as if you want people to register for an upcoming webinar, or you’re advertising a flash sale – then mention this deadline.

Let me give you an example of a call to action:

“Click here to register for this FREE weight-loss webinar!”

Now here’s an example call to action that gives people a reason why:

“Click here to register for this free weight-loss webinar – and do it today, because a healthier, leaner you awaits!”

Now here’s an example of a call to action that creates a sense of urgency (WITHOUT using false scarcity or hype):

“Click here to register for this free weight-loss webinar – and do it now while you’re thinking about so that you’re guaranteed a seat at this virtual event!”

Your goal should always be to help people and offer them hope, not hype.  To that end, don’t use manipulation tactics, hyped-up sales language or anything of that nature. Instead, present your offers in a straightforward way by explaining how the offer will help the reader and why they should take advantage of it.

Now it’s…

Your Turn

Your assignment for this lesson is to answer these questions for the next email you intend to create:

What is the purpose of this email?

1. What sort of content will you create to support this purpose and naturally lead to the call to action?
2. What sort of “reasons why” can you offer for people to take action?
3. Is there a natural sense of urgency built into this offer? If so, how can you create a sense of urgency without hyping it?

Take some time to work on these questions, and then I’ll see you in the next lesson…