Copywriting Information


Calls-To-Action: Making Them Fit Makes All the Difference


It was going so well, so what happened? Many copywriters get off to a wonderful start: The headline is compelling, the body copy is benefit-filled, but then comes the call-to-action and the whole thing falls apart. Why? It could be a dozen different reasons, but one of the most common I've seen is that the call-to-action doesn't fit the target audience.

Call-to-action statements (those final words that inspire your customers to take an action - usually to make a purchase) are not universal. Just like your headline, your sub-heads, and your body copy, calls-to-action need to be as specific as possible. They need to "match" the style of your audience.

To me, an effective call-to-action is more than just the simple "order today" or "click here now" phrase. Yes, those play a part, but it takes more than that to motivate buyers.

Let's look at an example or two of powerful calls-to-action and see what makes them tick.

Langtry Manor (http://www.langtrymanor.co.uk/weddings.htm)

This site represents an old English manor that is available for (among other things) weddings and receptions. Their branding positions them as a very upscale, exclusive, highly sought after location for brides around the world to be married.

After going over the benefits of using the inn for a wedding and/or reception, the call-to-action comes into play. Notice how there is more than the simple "contact us today" statement.

Because of the historically romantic setting and immense popularity of Langtry Manor Hotel among brides worldwide, our schedule becomes filled quickly. We recommend you contact us for additional information or to arrange for a viewing of the hotel as soon as possible. This will help to guarantee a reservation for your preferred date.

See how the call-to-action fits the audience? The copy doesn't stop in the middle of romancing the bride in order to scream, "Dates are being booked as we speak! Call us today before your wedding date is gone forever! Don't let some other bride get the jump on you! Pick up the phone now!" This audience would run for their lives if they read that copy.

Tai Chi Flow (http://www.taichiflow.com)

This site actually had three calls-to-action (CTA), one for each segment of their target audience. See how each CTA struck a nerve with a specific group.

The ancient masters practiced Tai Chi faithfully and lived a life filled with peace and wellness. The moment you order your Tai Chi Flow for Everyone video you'll vow to never be without it again!

==============

Your child will receive the same benefits you receive, but through a video created especially for him/her. Teachers, moms, and dads agree, Tai Chi kids share some pretty amazing qualities. Order Tai Chi Flow for Kids today.

==============

Designed according to the American College of Obstetricians and Gynecologists guidelines, Tai Chi Flow for Pregnancy is the safe way to receive the benefits of an aerobic workout? even if you are sitting down. Order Tai Chi Flow for Pregnancy today.

Each CTA appeals to the specific wants/needs/desires of that individual segment.

That's what effective calls-to-action are all about. You don't lose your connection with the audience at the end. Instead you maintain that emotional bridge all the way until they click the buy button.

In your CTA, tell your customers why they should buy. Let them know what will happen when they buy. Give them some end results to look forward to. And do it all with the same consciousness you had when writing the rest of your copy. When you do, you'll find your sales process goes more smoothly and your conversions reach higher rates.

by Karon Thackston 2004

About The Author

Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.

IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:

Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit Learn Copywriting today for the widest collection of the most popular copywriting resources available.

kt@copywritingcourse.com


MORE RESOURCES:
How to perfect your digital copywriting  The Next Web

Does anyone actually know what it means to be a copywriter in the digital age? Each and every day, a wave of ecommerce shoppers, avid article readers, and ...


Launch a Lucrative Career in Copywriting for Less Than $20  Entrepreneur

In 2008, a Nielson Norman Group study found that during the average person's visit to any given web page, they only have time to read 28 percent of its *content*.


Tools Of The Copywriting Trade: 15 Ways To Increase Sales With Words  Forbes

Regardless of product or industry, a company's brand is expressed through the copy the public sees. Copy takes on many forms -- ranging from personal to ...


ICYMI: AI's Impact on Copywriting, IoT Meets the Digital Workplace, More  CMSWire

Life is changing for copywriters due to larger reach and thus, larger scale requirements for quality *content*. Because of this, AI is stepping up to the plate as ...


Copywriting tips to drive more traffic on social media  TechGenYZ

Gaining traction on social media is challenging and requires skills to stand out. Here's how to improve on copywriting to drive more traffic.


Bilal Kureishi talks us through what makes for good copywriting  Best in Australia

Bilal Kureishi runs a copywriting agency that specialises in producing high quality, optimised articles and other *content* for businesses.


Copywriter job with Creative Circle | 384429  mediabistro.com

Creative Circle's client, a prominent Las Vegas agency, is seeking a Copywriter to join their team full time in the next few weeks. This Copywriter will be splitting ...


Copywriter reveals how she made $1,200 through side hustles  Daily Mail

Bryanna McDermott from Australia turned to Airtasker to use her writing and blogging skills as a part-time copywriter before she started to make some decent ...


Freelance Copywriter job with Altice USA | 382629  mediabistro.com

Altice USA is one of the largest broadband communications and video services providers in the United States. We are a subsidiary of Altice NV, a convergent ...


Creative Copywriter Cycling  CyclingIndustry.News

Millions of people experience real-life adventures with our apps. We help people all over the world discover the best hiking and biking routes, empowering our ...


Management buyout at copywriting agency  Insider Media

The management at a Cornish copywriting agency founded in 2007 has completed a buyout.


Bilingual Copywriter - Pangea Money Transfer  Built In Chicago

Pangea Money Transfer is hiring for a Bilingual Copywriter in Chicago. Find more details about the job and how to apply at Built In Chicago.


Senior Digital Copywriter job, Johannesburg  Bizcommunity.com

Calling all hotshot digital creatives! We have a superb opportunity for a senior digital copywriter to strut their stuff and show off their unique creativity at one of ...


10 Copywriting Mistakes That Will Hurt Your Marketing Efforts  Forbes

*Content* that contains typos or bores the reader won't further your marketing efforts.


How To Grow A Huge And Profitable Facebook Community.  Forbes

Learn how to create, manage and grow a meaningful or even profitable facebook community by learning from the founders of BAMF and London Startups.


Jane Maas, copywriter considered 'the real Peggy Olson,' dies at 86  AdAge.com

Jane Maas, a copywriter and advertising trailblazer who became only the second woman officer in Ogilvy & Mather's history, has passed away at the age of 86 ...


How Eve mattresses woke up to long-form copy  Econsultancy

Eve Sleep is one of the UK's biggest players, rivalling Casper as the most recognisable mattress brand out there. So how has Eve generated success?


Copywriter and Content Marketing Manager - Infutor Data Solutions  Built In Chicago

Infutor Data Solutions is hiring for a Copywriter and *Content* Marketing Manager in Chicago. Find more details about the job and how to apply at Built In Chicago.


Online copywriter/translator  EU-Startups

Our company, online site Bgaoc.com is currently looking for a copywriter/translator. For our site we constantly provide *fresh* and useful information on online ...


Senior Copywriter job, Durban  Bizcommunity.com

A super digital advertising agency is looking to recruit a talented senior copywriter.


Junior Digital Designer/Copywriter job, Cape Town, CBD  Bizcommunity.com

Southern Africa's largest supplier of industrial spices and retail equipment is seeking a junior digital designer/copywriter to join their team. Qualifications: ...


How a 'crass' social media star became an agency copywriter  PRWeek

The nominee for the 2017 Viner of the Year Shorty Award, Sarah Schauer, on agency life and why she isn't toning down her own social media pages. Blog.


Senior Copywriter (Remote) Freelance job with Creative Circle | 382685  mediabistro.com

Senior Copywriter (Remote) Freelance in New York , Experienced (Non-Manager), Copywriting, Marketing & Communications with Creative Circle. Apply Today.


Copywriter (HCP and DTC) job with Creative Circle | 382755  mediabistro.com

Copywriter (HCP and DTC) in Philadelphia , Experienced (Non-Manager), Operations, Marketing & Communications with Creative Circle. Apply Today.


Mid-Weight Conceptual Copywriter job, Cape Town  Bizcommunity.com

A super opportunity for a mid-weight conceptual copywriter has opened up at a great international agency in Cape Town.


Creative Team - Integrated Copywriter/Art Director job, Johannesburg  Bizcommunity.com

Calling talented and award-winning mid-senior level integrated art directors and copywriters – want to move as a team? Want to join the SA office of a top ...


Mid-Senior TTL Art Director/Copywriter Team job, Cape Town  Bizcommunity.com

Heads up art directing and copywriting all-rounders, a renowned international ad agency's Cape Town office is on the hunt for a mid to senior creative team.


Baton Rouge Entrepreneur  Greater Baton Rouge Business Report

Chavanne Cazayoux Debataz has always had a way with words and she's turned that into her own Baton Rouge business.


So You Want to Be a Copywriter at an Ad Agency. Now What?  Adweek

Beyond the portfolio, everything about the candidate can have an influence, said Amity Dannefer, senior talent manager, creative, VML. “If the work stands out to ...


3 things to expect from a career in copywriting  The Drum

Expect to be wrong. So very wrong. There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely ...


How AI is Transforming Copywriting  CMSWire

Creating high-quality *content*, at scale, is a challenge that almost every organization faces. Larger budgets can help, but as the need for *content* grows, and as ...


These 3 Freelancers Earned $700,000 From Their Side Hustle  Forbes

Thinking of starting a side hustle? After reading this, you may want to reconsider. I interviewed three freelancers - Kate Quinn, Carrie French and David Feldman ...


Want Better-Performing Content? Follow These Copywriting Tips  Forbes

It's been said ad nauseam that "*content* is king." *Content* also happens to be the key to better customer engagement. If you want your company to connect with its ...


Reviewed: Sookio's favourite books about writing  Cambridge Network

The team at Sookio has a love of language and likes to keep on their toes when it comes to the latest writings-about-writing. If you're keen to brush up on your ...


How to Use Your Copywriting Skills to Write That Novel You’ve Been Putting Off  Adweek

In the Mad Men era, every copywriter had a novel in the drawer. Don DeLillo, Joseph Heller, Dorothy Sayers all famously started out writing for ad agencies.


What is a copywriter today – brand builder, click maximiser, data interpreter or just a tweet machine?  Mumbrella Asia

Writing copy that is optimised for a ragbag of different media and a variety of different purposes can become antithetical to the idea of a single, simple brand ...


Marketing Specialist job with The Chronicle of Higher Education | 384568  mediabistro.com

We're looking for a Marketing Specialist to join our corporate advertising sales team. Working with the Senior Marketing Manager, the marketing specialist will ...


How to drive conversions with on-brand SEO copywriting  Search Engine Land

One aspect of *content* writing that is rarely mentioned is writing on-brand *content* that is both SEO-friendly and appeals to your target audience. Form that perfect ...


Alibaba Says Its AI Copywriting Tool Passed the Turing Test  Adweek

Alimama, the digital marketing arm of ecommerce platform Alibaba, has released an artificial-intelligence-enabled Chinese language copywriting tool that it says ...


Copywriter Recycle Boutique  Pedestrian TV

About us: Recycle Boutique is a clothing consignment company. Our stores sell quality clothing and members receive 50% once pieces sell. We're looking for ...


Jane Maas: Pioneer for women in the ‘Mad Men’ era of advertising in the US  The Independent

No finance, no cars, no drink. Those were among the advertising accounts off-limits to female copywriters when Jane Maas was navigating the boozy, ...


Alibaba Debuts 'AI Copywriter'  Alizila

Alibaba's digital marketing arm Alimama has unveiled an artificial intelligence-powered copywriting tool. Tapping the huge pool of *content* on Alibaba's ...


Copywriting: a choose your own adventure story  The Drum

You are sat at your desk eating wafer thin ham straight from the packet. An account manager asks if you're busy. Do you say…


The vague role of 'copywriter'  Mumbrella Asia

Digital may have blurred the lines of the copywriter's role, but Clare Barry explains how the trade is getting back to what it does best – getting people to buy ...


6 Copywriting Mistakes That Are Killing Your Landing Pages  Inc.

Are you struggling converting your website visitors to paying customers? Your copywriting may very well be to blame. Here's how to fix it.


How will Alibaba’s New AI Writer Change Copywriting?  MarTech Advisor

HANGZHOU: Alibaba, the Chinese retail giant, is often at the forefront of breakthrough innovations, especially around Artificial Intelligence and the ways it affects ...


Midweight Digital Copywriter job, Johannesburg  Bizcommunity.com

Calling all hotshot digital creatives in Johannesburg! We have a superb opportunity for a mid-weight digital copywriter to strut their stuff and show off their unique ...


The craft of empathy: what people with disabilities taught me about copywriting  The Drum

My experience writing for Tommy Adaptive, Tommy Hilfiger's line of clothing for people with disabilities, has been humbling, to say the least.


Copywriter, Healthcare Advertising Agency : Another job from PMLiVE.  PMLiVE

Award winning healthcare advertising agency known for their cutting edge, creative marketing campaigns and compelling messages seeks a copywriter who ...


6 Online Copywriting Strategies for Content Marketing Success  Small Business Trends

If you want your online marketing efforts to succeed, you should consider using these 6 copywriting strategies for *content* marketing.


Consider a career in Copywriting  CareersPortal

Consider a career in Copywriting Emily Bodkin is a Copywriter at Hudson's Bay Company, but a career journey is never straight forward. We asked Emily to ...


Taylor Trapani joins Trapani Communications in Midland  Midland Daily News

Local communications and public relations agency Trapani Communications Inc. expanded its team with the addition of Taylor Trapani, who joined the group as ...


Building an Ecommerce Business, Part 4: Copywriting Matters  Practical Ecommerce

Good copy sells. Generic imagery and descriptions might cause shoppers to move on without giving your product a second thought. Spicing up your copy — for ...


How can financial brands improve clarity of copywriting?  Econsultancy

Copywriting within the financial sector is notoriously difficult to get right. According to a recent study by Edelman, even the top ranked websites are failing to ...


Gunjan Pai From CopyLove Helping Startups & Corporates To Build A Remarkable Brand Identity  Inventiva

Creating strong Branding means initiating a strong and positive bond between the business and the clients. Branding brings a vision to the clients, which, help ...


How to Select the Right Copywriting Gig on Fiverr for Marketing Copy  SitePoint

In this article, we are going to teach SitePoint readers how to select the right marketing copy gig on Fiverr. As a worldwide verified freelancing platform, Fiverr is a ...


Alibaba claims its AI is about to change copywriting forever – for agencies and brands  Mumbrella Asia

Chinese tech giant Alibaba has claimed it has created an artificial intelligence copywriting tool that has passed the Turing Test – in other words, it is able to ...


Swedish-speaking copywriter/translator – Casino HEX Sweden  EU-Startups

Casino HEX is a young and ambitious company from Sweden. Our goal is to offer our vi detailed, useful and interesting information about best Swedish and ...


Copywriting vs. Content Writing: What Is the Difference and What Should You Be Doing for your Blog?  Business 2 Community

You've got a blog, but are you writing the right kind of posts? According to HubSpot, 53 percent of marketers say that blogging is their top *content* marketing ...


8 Age Old Copywriting Examples [Avoid at Your Own Risk]  Business 2 Community

Knowing how to write copy your own sales pitches isn't as easy as it seems. Depending on the type of audience you are addressing and the overall reputation ...


How To Make Bank With This One Online Skill  Forbes

This one skill can make you six figures with nothing more than a laptop and some hard work.


U of T researcher's website uses AI to help writers reach their audience  News@UofT

Many technology companies say they want to hire more women. But University of Toronto researcher Kawin Ethayarajh found the language and tone of most job ...


5 Copywriting Tips For Facebook Ads  Business 2 Community

A key component of any Facebook ad is the copy. Your image or video may capture your audiences' attention but it's usually your copy that convinces them to ...


Want to work from home as a copywriter? These online courses can help.  Mashable

Have you ever wondered if your writing hobby could actually become a career? Learn what it takes to be a copywriter, land clients, and build your portfolio.


Will Alexa be the saviour of the copywriting industry?  The Drum

I recently attended a conference where JustEat (the foodie app folks) became the latest brand to unveil their new Voice App companion for Alexa, Amazon's ...


Marketing and Communications Coordinator  Pedestrian TV

KMC (Kelly Müller Consulting) is a boutique Brand Strategy, Marketing and PR Consultancy that elevates brands to the next stage of their business. Founded in ...


Jane Maas, trailblazing woman in advertising’s era of ‘Mad Men,’ dies at 86  Washington Post

Called a “real-life Peggy Olson,” she was one of the first women to reach the industry's top ranks.


7 characteristics of brilliant copywriting | Articles | Writing & Editing  PR Daily

Good copy increases conversion rates, leaves a positive and memorable impression on readers and places you at an advantage to your competitors. You may ...


12 Common Copywriting Mistakes You Could Be Making  Forbes Now

Writing high-quality copy that is both valuable for your brand and has what it takes to convert more leads is not as easy as it sounds. Whether you write your ...


5 Simple Copywriting Tips for Local SEO  Business 2 Community

The surveys and studies will continue to roll in, each proving the same core finding in different sorts of ways, but these findings always point to the fact that ...


11 Copywriting Secrets to Attract New Customers  Business 2 Community

These copywriting secrets can help you grow your business. It can be challenging to craft your own message, but when you get it right, your marketing can work ...


Alibaba introduces AI copywriter - The Jakarta Post  Jakarta Post

The copywriter is said to have passed the Turing Test and has the capability of writing 20000 lines of copy in one second.


How a Copywriter Can Be a Candidate's Best Friend  Campaigns & Elections

Candidates want to deliver a message that voters will remember. To do that, they need that message to be four things: Brief, memorable, positive and consistent.


Ask the SMXpert: Keyword research and copywriting  Search Engine Land

The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The following Q&A ...


Energy Industry Marketing Agency to Exhibit at Power-Gen International Convention  PR Web

Orlando, FL (PRWEB) November 29, 2018 -- LMD Power Marketing LLC, an outsourced power generation industry advertising, marketing and PR agency, will ...


Copywriting Paid Internship  Screen Africa

The Backstory is offering a paid six-month internship to a young graphic designer or layout artist with an interest in the film industry. Our company wo...


How I wrote a 100000-word novel in four weeks and what it did for my copywriting  The Drum

We were on holiday when it happened. What happened? I discovered I was a novelist. Here's how it went down. “You know,” my wife said, “the difference ...


7 Steps to Becoming a Professional Copywriter  Entrepreneur

I spend very little time writing copy myself these days because I'm too busy running an agency. I had to learn all that marketing and branding stuff because it was ...


10 PPC Copywriting Best Practices for Extra Effective Text Ads  Search Engine Journal

Want to write more profitable PPC ads? Get more clicks on your paid search ads by applying these 10 copywriting best practices.


14 high paying creative jobs for 2019  AZ Big Media

Whether you're a user experience designer or marketing director, creative professionals have many job opportunities in the current employment market.


9 Website Copywriting Tips That Will Increase Your Search Ranking  Business 2 Community

Years ago, you could just stuff your post with keywords, buy links, and land on Google's first page for a search term. Today, that would see your web pages ...


RPA Appoints 2 New Creative Directors | AgencySpy  AgencySpy

RPA promoted Krystle Mullin (pictured, right) and Ariel Shukert (pictured, left) to roles as creative directors. Mullin and Shukert, who previously served in roles as ...


Don't Have a Degree in Advertising? Here's How Anyone Can Write Copy That Sells.  Entrepreneur

How do certain brands consistently churn out killer copy? Copy so good it not only sells products, but entertains, empathizes and makes customers excited to ...


5 Copywriting Articles That Will Change How You Write  HuffPost

If you work in marketing or communications, you know the importance of making sure your copy stands out and is persuasive. There's a lot of information on the ...


Everyone's a copywriter. Right?  mUmBRELLA*

There's a joke in the creative industry that “everyone is a designer”, making light of how infuriating it is to have someone (without a visual background)


AI-powered copywriting for Facebook has arrived  The Drum

A revolutionary AI tool from Phrasee is shaking up the world of global advertising.


The 7 Facebook Ad Copywriting Strategies You Need to Test  Business 2 Community

There's a lot of different factors that go into creating a stellar Facebook Ad. You need the right targeting strategy, the perfect image or video, and a strong bid.


Copywriters: Lion's Roar wants to hear from you  Lion's Roar

Are we your next client? At Lion's Roar, we're passionate about sharing the best of Buddhist wisdom with the world. We produce two magazines, a series of ...


The 5 Rules of Killer Copywriting That Will Hook Prospects at 'Hello'  Entrepreneur

Copywriting is the one marketing tool that will never change. So, why don't people still not know how to do it right?


Junior marketing roles see salary surge as brands face up to talent crisis  CampaignLive

Entry-level and junior marketing roles are experiencing significant increases in salaries as employers have been forced to up wages in the face of Brexit and ...


5 Ways Professional Copywriting Elevates Your Website and Your Bottom Line  Entrepreneur

Imagine you're trying to choose a company you can trust to provide a *service* in your home. You do a web search and check a few sites, but the information each ...


The future of digital marketing: AI vs. human copywriters | Articles | Chief Technology Officer  Innovation Enterprise

With the priority shifting to AI-powered technologies which can provide the super-effective production of *content*, is the future of digital marketing AI?


Phrasee: AI-powered Copywriting for Facebook Has Arrived  Business Wire

Phrasee has launched the first product of its kind for Facebook & Instagram campaigns. The new product allows customers to test AI-generated language.


Phrasee Lands $4M Series A Funding to Take AI-Powered Copywriting to America  Business Wire

LONDON--(BUSINESS WIRE)--Phrasee, the London-headquartered marketing technology company that uses artificial intelligence (AI) to generate optimised ...


Half vicar, half assassin: the documentarian's camera turns on copywriting icon Tony Brignull  The Drum

Tony Brignull, D&AD's most-awarded copywriter of all time, is the subject of a new film made by students at the School of Communication Arts (SCA), London.


Could Phrasee's AI-powered copywriting be the future of marketing?  Techworld.com

Phrasee uses natural language generation to create email subject lines, Facebook ads and push notifications for eBay, Gumtree, Domino's and Superdry.


Powerful and Haunting, This Holiday Ad Highlights the Complex Stories in Our Own Families  Adweek

This year, the ad world was once again filled with “oohs” and “ahhs” over the spate of gorgeous holiday advertising—especially from the U.K.. John Lewis ...


Providing Value and Growing Your Audience with Custom Content  TechSpective

Copywriting—or *content* creation—is one of the most popular freelance career choices these days for a variety of reasons. The goal of such writing is to.


Code eats copy for breakfast: Human copywriters are doomed  Digiday

Mark Duffy has written the Copyranter blog for 11 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than ...


The 10 types of copywriter – which one are you?  The Drum

Saying you're a copywriter is all very well. But it's a bit like saying you're an artisan. What kind? That's what we want to know.


home | site map
© 2007