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 (

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 (

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 today for the widest collection of the most popular copywriting resources available.


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.

From Salon Marketplace: Learn SEO, copywriting, AdWords and more in this $15 course  Salon

Whether you're starting your own business or trying to get a leg up on your job hunt, understanding the nuts and bolts of digital marketing is essential. There are ...

Reach Your Customers: 5 Reasons You Need Direct Response Copy Writing  The Bogota Post

Direct response copy writing may just be the key to helping you reach your customer base. Here's how. Let's be honest, your customers care more about solving ...

Learn how to make a career out of copywriting for less than $40  Mashable

According to the great Nora Ephron, "Everything is copy." In other words, you are your own vessel for creativity — and anything can be transformed into a story.

From Salon Marketplace: Get a master class in copywriting for under $40  Salon

If you work in marketing, you know that *content* is king — and more than ever, words presented in digital mediums have the power to inspire, convince and sell.

Psychology Tips to Help You Write Better Copy

If you want to reach your customers, your copywriting needs to be persuasive. Here are four psychology tips that you can use to improve your skills.

GeekDad Daily Deal: The Complete Digital Copywriting Master Class Bundle  GeekDad

Whether you're in or headed to a career in writing copy today's Daily Deal, the Complete Digital Copywriting Master Class Bundle, will help you on your path.

10 Copywriting Tips to Boost Your Website’s Conversions

It's the text on your landing page, the *content* of your promotional emails, and the words on your introductory brochure. If you produce something with the goal of ...

Supercharge your selling potential with this $39 copywriting bundle  The Next Web

We all have some brilliant ideas rolling around in our heads, but the difference between us and the wildly successful entrepreneurs who go on to make millions ...

Learn what it takes to get paid copywriting gigs [Deals]  Cult of Mac

Copywriting is a great way to make some extra dough. You can do it from anywhere, on your own schedule, and on all kinds of different topics. But it's not easy to ...

Learn how to drive sales with 35 hours of copywriting tutorials for $35  9to5Toys

Whether you want to build your own business or start a career in marketing, good copywriting skills are invaluable. The Complete Digital Copywriting Master ...

Copywriters, choose your words  The Drum

For a very public and brutal assessment of your ability, nothing beats playground football. For those of you unfamiliar with the process – you lucky, unbroken ...

Product descriptions guide our online shopping. Who writes them?

How do you make your luxury handbag stand out from all the luxury handbags on Amazon? We asked a copywriter.

The pun-loving computer programs that write adverts  BBC News

Machines are now writing advertising copy as well as basic news reports, but are their efforts any good and can they be taught to be more inventive? "Have a ...

Copywriter/Content Strategist - iManage  Built In Chicago

iManage is hiring for a Copywriter/*Content* Strategist in Chicago. Find more details about the job and how to apply at Built In Chicago.

This $39 Bundle Can Get You Writing Digital Content Like a Pro  Geek

When it comes to running a successful business, having a solid website is only part of the equation. To truly thrive, you need to create compelling *content* on ...

Crystal Schelle Joins Ovation PR and Advertising Firm as Copywriter and Media Strategist  Yahoo Finance

Ovation PR and Advertising LLC., a public relations and advertising company servicing the DC, MD, CA regions, has brought on board Crystal Schelle as ...

A military spouse turned financial planner on how her struggling peers can take control of money and careers  CNBC

Military spouses often find it hard to set down roots and earn a stable income from a career. With unemployment as high as 24% among military spouses, ...

Your Guide to Highly Addictive Product Marketing, According to Slack  Inc.

Here's how workplace messaging unicorn, Slack, uses copywriting to make its product addictive--and you can too.

Copywriter – WhiteFox Defense  sUAS News

WhiteFox is a global leader in drone airspace security. Pioneering the safe integration of drones into society, WhiteFox products securely manage drones in ...

Songtradr - Content Specialist and Copywriter (UK/US)  Music Business Worldwide

We are looking for an extraordinary, tech-savvy *Content* Creator with a passion for Technology and Music to write and create various types of *content* to expand ...

Product Copywriter - Arrive  Built In Chicago

Arrive's Product Team is seeking a motivated product copywriter, *content* strategist with a knack for product marketing who wants to get their hands on anything ...

Mid-Level Copywriter job, Port Elizabeth

A dynamic, Eastern Cape agency has an exciting vacancy for a Mid-Level Copywriter.

Best Copywriters in Sydney  Best in Australia

Sydney's top rated Copywriters. List of the best Copywriters in Sydney which offer blog, SEO, businesses, email, brochure copywriting.

8 Tips for Copy That Drives Leads  Entrepreneur

You've created a product or *service* and now want to get it to the masses as quickly as possible. But which marketing channels should you invest in? Related: ...

Copywriter - Avant  Built In Chicago

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

eCommerce Copywriter - Direct Commerce Group  Built In Chicago

Position Summary. Your role as Ecommerce Copywriter would be to work with a team to create persuasive on-brand *content* for our owned site, ...

Save 96% on the Complete Digital Copywriting Master Class Bundle  Geeky Gadgets

We have an awesome deal on the Complete Digital Copywriting Master Class Bundle in the Geeky Gadgets Deals store today, you can save 96% off the normal.

Senior In-House Copywriter job, Cape Town

Previously disadvantaged candidates will be given preference. The in-house agency of a renowned financial services company is on the hunt for a senior ...

Master the Art of Copywriting for Less Than $11  Entrepreneur

Discover what it takes to craft copy that sells over the course of this seven-hour training.

How a spilled cup of coffee turned this copywriter into an artist  The Washington Post

When Stefan Kuhnigk mistakenly spilled a cup of coffee during a work meeting, he thought the mark it left on his paper resembled a monster. He grabbed a ...

SEO / Copywriter  Pedestrian TV

LENZO is the first and only centralised marketplace for event inspiration, style and trade, where we have curated Australia's best hire businesses, event services, ...

Mid-Weight Copywriter job, Cape Town, Southern Suburbs

Are you looking for a career move from an agency to well-established corporate in the financial services in Cape Town? They are looking for a Mid-Weight ...

Why Is Instagram Blocking My Actions? |

This has been a common issue lately, Instagram has not only implementing image recognition software for copywriting compliance. Lately, Instagram has been ...

Social Media Copywriter & Marketing Internship  Pedestrian TV

Social Media Copywriter & Marketing Internship Program. About Melko. We are a fast growing boutique with stores in 2 inner city locations (as well as online) ...

2 x Content Developer/Copywriter  B&T

Both full-time roles, 1 x ongoing and 1 x 12-month contract, based in Hawthorn Not sure if you really want to keep making ads for (insert name of brand you don't ...

Digital Copywriter job, Knysna

If you understand that digital copywriting is a science and not an art, that creating *content* for *content's* sake causes discontent, that a warm lead isn't a sweaty ...

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*.

Topical for 25 years. Meet the Amul boys  Hindustan Times

Last month, a Facebook notification reminded Rahul da Cunha he, copywriter Manish Jhaveri and artist Jayant Rane had been working on the Amul girl topical ...

Meet the DDB pair who took Skittles to the Broadway stage on Super Bowl Sunday

Freelance copywriter Nathaniel Lawlor and Executive Creative Director Colin Selikow discuss the candy brand's big game idea that took center stage on the ...

An inspiring story of Hector Gonzalez, copywriter and marketing consultant for individual brands, coaches and specialists  Thrive Global

Beyond just a workable idea, it is actual branding of the product and/or individual that increases the value of a company and provides employees with regulation ...

From Salon Marketplace: Learn how to become an effective copywriter  Salon

The Copywriting Mastery Bundle teaches you how to launch a career as a freelancer and publish your own stories.

35 Rising Agency Talents Who Are Exploding Onto the Scene  Adweek

Meet the breakthrough honorees in this year's Creative 100.

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 ...

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

One of the UK's top advertising agencies seeks a mid level medical copywriter to bolster its creative team. The role would suit a strong conceptual and scientific ...

Five Small Business Development Events in Metro Atlanta You Will Want to Check Out in June and July  Atlanta Small Business Network

Summer is in full swing in Metro Atlanta, and while you prepare for vacations and try to gain refuge from the heat, many events are being held that can help you ...

Funworks Enlists Fans To Bring the Sizzle For Cafe Rio Mexican Grill  SHOOT Online

People really, really love Cafe Rio. But for fans of the Mexican fast-casual favorite, that love tends to manifest in some unusual ways. Still, Cafe Rio wanted to ...

9 Free Copywriting Podcasts for Ecommerce Merchants  Practical Ecommerce

Copywriting podcasts can provide practical tips and techniques to ecommerce merchants who generate their own *content*. Here is a list of free copywriting.

Mid-Weight Digital Copywriter job, Johannesburg

Do you want to work in Jozi for one of the coolest creative companies around? We are looking for a wordsmith, passionate about communication.

Thinkistan actor Shravan Reddy on his character’s bonding with Naveen Kasturia: ‘The actual drama starts...  Hindustan Times

Thinkistan actor Shravan Reddy talks to Hindustan Times about the web series, his character Hema and more.

Burger King Is Creating an Upside Down Whopper for Stranger Things Season 3  Adweek

Big pop culture tentpoles don't come around too often, so when a brand sees one worth clinging to, it grabs on with both hands. You can certainly expect that ...

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 ...

21 Savage donates $25K for legal aid for detained immigrants  WJAC Johnstown

ATLANTA (AP) — Grammy-nominated rapper 21 Savage has given $25000 to the Southern Poverty Law Center after the watchdog organization helped him ...

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.

10 Copywriting Mistakes That Will Hurt Your Marketing Efforts  Forbes

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

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 ...

Budweiser Celebrates the Special Bond Between Stepfather and Stepchild This Father’s Day  Adweek

In the new Budweiser ad, “For the Fathers Who Stepped Up,” stepchildren and stepfathers are the focal points as they go about their days doing “normal” family ...

4 Tips For Writing Better Email Marketing Copy

You can't just email your audience and ask them to buy your products or services. You have to write your messages in a way that grabs their attention.

AI copywriting: An overview  Econsultancy

Is copywriting an inherently human skill, or can it be replicated by machines? A look at the state of automated copywriting, its results, and its potential.

How Wowcher used AI copywriting to reduce Facebook ad CPL by 31%  Econsultancy

In September 2018, Phrasee - best known for optimising email subject lines with its AI copywriting tool - branched out into paid social, launching a tool for ...

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

People have pulled some pretty outrageous stunts over the years to land copywriting jobs at prestigious ad agencies. These jobs can be highly competitive, but ...

These digital reading and writing skills can earn you money on your year abroad  Evening Standard

Want to take a year out to travel but need to earn whilst you're at it? One of the great things about being proficient in reading and writing in the digital age is that ...

How to become a: copywriter  Design Week

As part of our series looking at alternative jobs in design studios, we speak to Sam Pollen, head of digital writing at Reed Words, about how he got to where he is ...

Copywriter/Senior Copywriter job, Cape Town, Woodstock

Elevator is growing! We are therefore on the hunt for a new full-time conceptual pair (senior copywriter and art director) to join our team.

Mid-Senior Copywriter job, Cape Town

We're looking for an experienced and versatile copywriter to join the product marketing team.

“WHAT HAPPENED????” How a remote tech writing gig proved to be an old-school scam  Ars Technica

After a layoff dumped me into the job market for the first time in more than a decade, I had an all-too-close encounter with a new breed of digital fraudsters who ...

Nick Cannon to host morning show on LA radio station  WJAC Johnstown

LOS ANGELES (AP) — Nick Cannon is coming to radio. Meruelo Media on Friday announced the rapper, comedian and actor is joining Los Angeles hip-hop ...

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.

Local Website Design Company, Maximize Studios, adding New location in USA  PRUnderground

Maximize Studios is a US based website design and development company with a portfolio of work spanning over 15 years.

How designers and copywriters can work together better  Digital Arts Online

The creative director of Reed Words reminds us why successful branding relies on great copywriting as much as visuals.

Dave Chappelle coming to Broadway. Hide your phone.  WJAC Johnstown

NEW YORK (AP) — Dave Chappelle will make his Broadway debut this summer but a word of warning: Ditch the cellphone. Chappelle will perform five shows at ...

My Style: Elizabeth Mashburn, creative jack-of-all-trades for the family's fashion brand  Atlanta Magazine

For team Mashburn, business is a family affair. Sid and Ann have been a fixture in the Atlanta design community for more than a decade. Their eldest daughter ...

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 ...

10 Important Skills and Traits Your Social Media Manager Will Need  Business 2 Community

A decade ago, the role of a social media manager might not have even existed. Today, however, almost every company is involved in social media one way or ...

How To Optimize Copywriting For Voice Search  Forbes

Question-based *content* can help you cater to an audience that is looking for solutions to a specific problem.

The role of empathy in digital copywriting  Media Update

The importance of tapping into one's emotions in order to better empathise with your target audience is important now, more than ever, due to the rise of digital ...

5 Reasons Why 'Thinkistan' Has Our Stamp Of Approval & We Cannot Wait For Season 2

One such show that is making the headlines and keeping us busy these days is MX Original Series, Thinkistan, directed by veteran ad filmmaker N.

Learn the secrets of good copywriting for just $11  The Next Web

If you often wish you could turn your enjoyable side hustle into a sustaining real life career, study up on the story of David Feldman. A thriving financial analyst, ...

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 ...

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.

Man Can’t Help But Think He Played Small Part In Female Coworker’s Success By Not Actively Sabotaging Her Career  The Onion

SAN FRANCISCO—Beaming with pride as he recalled the support he gave coworker Laura Wolff when he refrained from taking full credit for a joint project, ...

AI-powered copywriting for Facebook has arrived  The Drum

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

Complexity Translator Launches to Provide Small Businesses Nationwide with Custom SEO and Copywriting Services  PR Web

With 20 years' experience working with Fortune 500 corporations worldwide, Founder and CEO Robert Kennedy's new firm to focus on providing small ...

The killer metric for email subject lines that 'experts' don't understand  Econsultancy

Given the choice between certainty and uncertainty in any given scenario, most would opt for the former. As a species, we humans are a lot more risk-averse ...

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 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 ...

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 ...

Copywriters' unfinished novels get turned into a real book to benefit ad students  CampaignLive

Book is made up of first chapters of unfinished stories written by creatives.

23 Email Copywriting Tips to Skyrocket Conversions  Business 2 Community

The truth is that you can spend hours trying to craft the perfect email copy, from the subject line to your signature, only to see your email click-through rates fall ...

Journalists Evaluate Starting A Freelance Copywriting Guide (Review) (2019-06-11)  World Industry Research

Starting A Freelance Copywriting Guide (from 2019-06-11 onwards use that link to ensure you get the best deal) was launched on 2013-03-02 and belongs to ...

7 need-to-know copywriting tips for start-ups | Start-Ups  Speciality Food

If you are a start-up, entrepreneur or small business, you already know how powerful effective copywriting can be. Here are seven simple, tried-and-tested ...

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 ...

7 Mindset Hacks for Copywriting Success  Business 2 Community

“Father of online marketing” Mark Joyner knows a thing or two about stress. During his time as a CIA agent spying on North Korea, he had to be aware of his ...

Contrasting of Donnelley Financial Solutions Inc. (DFIN) and SPAR Group Inc. (NASDAQ:SGRP)  Stocks Beat

This is therefore a comparing of the analyst recommendations, profitability, risk, dividends, earnings and valuation, institutional ownership in Donnelley Financial ...

Midweight Copywriter/Art Director Team job, Johannesburg, Sandhurst

Conceptualise and execute high quality creative solutions based on strategy for a client within an allocated time and budgetUnderstand client strategies, ...

Francophone Writers/Community Managers job, Johannesburg, Bryanston

We have some opportunities opening up for freelance French-speakers with experience in social media, digital, *content* and writing, particularly from different ...

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 ...

Last-Minute Change Earns IC Victory  Ithaca College

Last week, a team of nearly two dozen Ithaca College students took home first place in the American Advertising Federation's National Student Advertising ...

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 ...

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?

home | site map
© 2007