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You’ve got to seize the opportunity if it is presented to you.
Writing marketing copy is all abut creating a need or DESIRE to hire you, to work with you, to get your fancy pants to plan their wedding and take care of ALL of the details. You create a build up the ENTIRE time you’re writing copy — whatever you’re writing copy for — be it an email, website page, or blog post.
By the end, you have to have them so hooked that they want to act — they cannot wait to hire you, work with you, and only you. Action can be to hire you right away (that’s the dreamiest way, right?), to call you, to go to your website or a myriad of other options. You have to learn how to put actions into all of your marketing materials so that you simply tell the brides and grooms what it is that you want them to do next.
After you package up all of the benefits to your clients, then you have to get bossy. Bossy in a good way rather than a bad way, though. As a final wrap-up, always include the next step that you want the client to take.
Trust me, this is not something that you want to leave to chance — for them to decide on their own.
In marketing terminology, it is the “call to action.” A call to action may be:
- “Call today…”
- “For more information, visit our website…”
- “Book now while dates are available…”
It doesn’t have to be complicated to come up with the call to action, but it is one of the most important components of marketing copy because it leads clients to hire you.
You want to scatter your call to actions throughout your piece too, with the final one being the final piece of your marketing writing. As you write out the call to action throughout the piece you are writing, write it in different ways and give them different options. For example, you don’t always want to tell them to call you. Mix it up by also offering them a chance to visit your website or email you.
You may be thinking that it is obvious that you want them to contact your business, but never leave this to chance. Whatever it is that you want clients to do after reading what you’ve written, JUST TELL THEM!
Every marketing piece contains some kind of call to action. The call to action tells the brides and grooms the next step they should take after reading your marketing piece. Whether it is an email blast that tells them to click on a link to visit your website or a postcard that prompts them to call you, the call to action brings you closer to the booking. The key to writing effective call to action statements is to learn five ways you can make your call to actions count.
#1 Be Short and Concise
An effective call to action statement is short, sweet, and to the point. Marketing pieces have a limited amount of space to get your point across. While the call to action is a very important part of the copy, you want to tell wedding couples in a quick and easy way what they need to do next.
Some call to action statements include:
- “Call xxx.xxx.xxxx for more information.”
- “Visit www.xxx.com for more information.”
- “Book now while dates are available.”
- “Dates are limited, so book now.”
#2 State a Clear Message
While the call to action is short, you can make it clear and meaningful as well. You can use the call to action to provide a clear message on how the bride and groom can benefit by completing the action.
For example, if you are selling three different packages, your call to action can express this by saying, “View all 3 Packages.” You can link this statement to the website or landing page that features additional information on all three of the packages. If you are prompting visitors to subscribe, you may say, “Subscribe Now for a FREE Report: 7 Ways to Hire the Wedding Photographer of Your Dreams.”
#3 Vary the Action Options
Not everyone likes to obtain further information from a website. A reader looking at your website after business hours doesn’t want to call and get your voice mail. When creating your call to action, make sure that you provide different ways brides and grooms can take action. For example, one call to action may include a phone number and a website address. This provides two ways to take action.
#4 Make it Stand Out
Your call to action should be set apart from the rest of your copy so that it stands out. There are several ways you can accomplish this. You can bold it, italicize it, use a different font, make the font bigger and put the call to action on its own line.
#5 Spread it Around
Tell wedding couples more than once, and in more than one way, what they should do next. For example, you may place a call to action after the opening paragraph that tells them to visit your website. You may have the second and final call to action at the end of the copy that tells them to call for more information.
An effective call to action includes these five characteristics. Make your call to action count by using your statements wisely and making sure your marketing pieces have meaningful and powerful call to actions.
Don’t leave brides and grooms hanging or assume that they know what to do next. Make sure that every marketing piece includes a call to action that tells them precisely what it is you want them do when they finish reading the piece. Whether you want them to call you, visit your website or visit your business location, just tell them.
Read these five tips before you write your next marketing piece. Use it as a guide to check that you have included all of the necessary ingredients. When your marketing pieces include these ingredients, you are creating copy that sizzles and motivates, which is more important than the design.
No matter what the marketing piece is that you are writing copy for, one component carries over from piece to piece. This one component is the call to action. The call to action typically comes at the end of the marketing copy you are writing because it is the one sentence that simply tells the reader of your piece what it is that you want them to do next.
Some additional sample call to actions include:
- “For more information, call xxx.xxx.xxxx.”
- To book your own XYZ package, visit www.xxx.com today.”
- “Are you ready to change the way you plan your wedding? Email firstname.lastname@example.org to schedule your free consultation.”
Three things I want to share with you about the call action, so that you really nail it and drive your point home are:
- Use it. Always include a call to action in your marketing copy. Your website, brochures, business cards and almost any other marketing piece you can think of must contain a call to action.
- Use it multiple times. Almost all marketing pieces have more than one call to action as well. The final call to action should be at the end of the piece, but you also want to have one or more call to action statements spread throughout the piece. Of course, this depends on the length of the piece.
- Use it in different ways. Avoid using the same call to action statement throughout the piece. Instead, rephrase and reword the call to action and make it slightly different. As a subset of this, also provide the brides and grooms with different ways to act, such as including a phone number, website address,and email so they can choose the method they want to use to act.
Now you have come to the end of your piece. Before you send it out for the world to see, however, you want to make sure you get your message right.
Download the 7-point marketing copy checklist.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.