Copywriting Basics Lesson Five:the call to actionCopywriting basics lesson five Tell them to buy the product. 
Your ad may look great and read well but your prospect is going to need a little nudge if they are to buy.Yes if you want that sale you must ask for it.So what kind of action do we ask for? For some physical product it would be something like "go to your local dealer now" but as we are mainly in the business of selling digital products it would be something like" get access to your training now" on the submit button. Alot of autorepsonders such as Getresponse use the word "submit" as their default on the submit button.Change it.Use something that conveys what the customer is going to get by hitting that button. Always put it towards the end of your copy and repeat it several times.As your prospect read the sales copy there may come a point where he is ready to buy.The nearer he is to the buy button when that moment happens, the higher will be your conversions. Never put the buy button right at the top.You must lead the prospect through most of your body copy before he gets to the buy point.If you present the buy button straight away he may click through just to get the price. He may then decide it's too expensive and not read the rest of the copy. As an added incentive you may offer a number of free bonuses,a free report ebook some audio training or video training. It's always a good idea to give a value to these freebies.This will add to the customer's feeling that he is getting a good return on his investment. Put a time limit on the offer: "this is all coming down midnight Sunday" Tell them the price will go up after a specific time. Instill a sense of urgency in the prospect that he will miss out if he does not buy NOW. Stress what the customer will lose if they don't make the purchase. The GuaranteeYou have to have this.In fact if you sell a product on Clickbank then they will only allow you to sell if a 60 day guarantee is offered.Not 90 days 30 days or any other number,it has to be 60 days.Don't worry only a small number of people actually do ask for their money back.Clickbank monitors returns and if the same customers keep asking for refunds on digital products they will get banned. Some offers now come with a refund guarantee that is higher than the cost of the product.The seller will even pay for the shipping. A proof of performance guarantee is good too.Say " if you implement the strategies in this ebook and you do not have 100 people on your list after 30 days we will refund your money no questions asked...." for example. In summary your call to action should be short easy to follow and specific.It must be a direct command,a remover of obstacles to the sale, and offer inducements. Do this and your conversion rates will go through the roof.
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