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Shortcuts to Writing Action-Oriented Copy Like a Pro.

Updated: Aug 30, 2019

Motivating your prospect can become a daunting task, especially when you feel you've done all you can to get it right but you're not seeing the results you hoped for. But maybe your content is failing because it lacks action-oriented copy.

What is action-oriented copy?

Put simply, it is the text that motivates, inspires, and drives your audience into action. When done well, it can increase your lead generation, bookings, and sales.

It goes without saying that content works better when it drives a specific action. Otherwise its just information. Action-oriented copy inspires your audience to get more involved with your brand or message. It is what calls them to action and do the thing you want them to do. But it's only possible when you give them the right cues.

Since Google loves fresh content, we can both agree that one of your most powerful marketing tools is to pump out effective content on a consistent basis. But don't do it for the sake of doing it. If you're going to invest the time, make sure that your content drives results.

If you're attempting to tackle the task on your own, meaning without a professional copywriter who owns this very important skill, I'm going to show you some shortcuts that will help you produce killer action-oriented copy. Use these tips and you should be able to create copy that packs a punch!

How to write copy that converts
"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create." - David Ogilvy

1. Have a Plan

I know that sounds cliche and simple. That's because it is. But without a solid plan, you run the risk of wandering all over the page with nothing to focus on. You MUST know what you want your viewers to do if you expect to write persuasive copy that gets them to do it. This will make the writing process go much more smoothly. Think of it this way, when you set a goal, you have the end in sight and you are able to follow a path that gets you to the goal. Same thing here. Your goal, however, is the call-to-action and the path is the content.

In terms of marketing, the content leads them along a riveting, informative journey until they reach the proverbial fork in the road and are faced with two choices - to continue on or not. This is where you want your call-to-action to take them down the path of least resistance (ie: the path you want them to take.) The call-to-action is the sign at the fork that points in two different directions and it will either be perceived as "this way to paradise" or "danger, treacherous road."

Which leads me to my next point ...

2. Write the Call-to-Action (CTA) First

If you start at the end, you'll know exactly where you're heading. If you write the CTA first, you can works backwards to get there. The CTA must be clearly written. This is where you will (hopefully) motivate your readers to do exactly what it is you want them to do. For example: "Schedule your free consultation now" tells them to schedule the consultation now. Here's a couple more: "Join us for a special webinar,""Take advantage of this limited time offer!" When you write the end result before the content, you already have the goal in sight.

This post gives great examples of sites you know well like Netflix and Spotify and their call-to-action. You can even see them in action:

Simple right? It might seem that way, but writing this type of copy that is critical for your conversions takes some practice. Start with the basics, like the examples above, and watch your click-throughs start adding up.

3. First Words Matter Most