If you're into copywriting, you'll come across a guy called Gary Halbert sooner or later.He's considered the Godfather of modern sales copywriting. If copywriting was a religion (thankfully it isn't), he'd be Buddha. Gary does something interesting whenever he's trying to compel someone into taking action: he puts an extraordinary amount of detail in to his CTAs (call to actions).Rather than saying "click here to buy", Gary would be more likely to say something like:"Take your mouse and click on the button below. When you do, you'll be taken to a blue page with a form in the middle. Go ahead and enter your payment details in there and we'll start packing your brand new chair immediately. It should take you about 50 seconds."Sometimes the amount of detail he'd include was almost ludicrous.Hang on a minute James. Didn't you once tell me in a previous post to keep it simple, stupid?Yes, I did. But remember, Gary isn't confusing his message here. In fact, Gary is making life easier for his readers. That's because he knows that an audience is more likely to take action when they know exactly what to do and exactly what to expect. Obviously we don't always have the room to be as detailed as Gary. But even adding in small details can make a big difference.For example, rather than asking an email recipient to "get back to us", we could ask them to "click reply and type the word interested, then hit send. We'll get back to you within the hour."Replying to an email can be laborious, especially if you're busy. But 2 clicks either side of typing a single word? That sounds a lot more doable. see hubwealthy.com/wealthy
0 comments:
Post a Comment