Call-To-Action 101: 4 Strategies to Crush It with Your Copy

4 Strategies to Crush It with Your Copy!

Strategy #1: Speak Directly to Your Ideal Client

You’ve likely heard it before, but I’ll say it again for my people in the back: Your number one job in business is to understand your ideal client like you understand your spouse or best friend. Being in tune with their wants and needs.. understanding how to tap into pain points and ultimately speaking their language to gain their trust, and build a relationship. Your ideal client should feel like you understand them... You really, really understand them.

And when I say speak directly to your ideal client, I mean both figuratively and literally!

You should be using words like ‘you’ and ‘your,’ because they’re trigger words that establish an emotional connection with the reader…  aka yielding better results.

Action Steps: Take a second NOW to check out your site copy, and work on the following strategies:

  • Change the narrative and make sure that you’re talking to your visitors, rather than at them, make them feel as if their BFF just texted them this statement and they are mentally doing the 'omg you so get me' dance! 
  • Share your story. Particularly if you are in a relationship business, anything that you are TEACHING others to do, there is no better testimonial than your own! What are some of the struggles that you felt? What drove you to accomplish what you have?
  • Identify with your ideal client by expressing an understanding of their wants and needs, which will remind them why they’ve stumbled across you in the first place! 
  • Speak their language! This is helpful when you know your niche - if you're out here to help female entrepreneurs struggling to be taken seriously in their industry, speak their language! Be one with your clientele. Write in a tone of voice that resonates with them and captures their attention.

Strategy #2: Assume the close

If you’ve ever taken a class in sales, you might be familiar with the good old “assumptive close,” or the act of speaking to your prospective client in a way that “assumes” the sale has already been made.

This is a tried-and-true method that still works wonders, and there are a few ways you can work it into your site copy without coming off like a used-car salesman. The whole used-car salesman thing has GOT to become a thing of the past. Ain't nobody got time for that anymore.

Here are a few of my favorite strategies for writing assumptively:

  • Use the term “we” in reference to you and the potential client whenever possible. (i.e., “During your project, we’ll…” or “Need xyz? We’ll work together to…”)
  • Eliminate the word “if” from your vocabulary, and replace it with confident statements. Instead of saying “If you need…,” go with something like “You need xyz,” and then explain how, together, you can accomplish their goals.
  • Find every instance of the word “if” in your site and email copy (as it pertains to your client) and see if you can figure out a way to reframe the statement more confidently.
  • Write like they’ve already hired you, using phrases like, “when we,” or “we will,” and so on. Not only will this establish a sense of camaraderie, but also #BuildingTrust, baby! 

Strategy #3: Ask the RIGHT Questions

Leading questions are questions that lead the reader to the answer you’d like them to choose. So, with a prospective client who lands on your site, your goal is to send them down the path that leads them to hiring you, purchasing what you are selling, or opting into your services. 

**Side Note: Be sure you are very clear with WHAT the heck your goal is, I see all too often that people are taking all this time, going through the motions of driving traffic somewhere... without a GOAL or an OBJECTIVE! Are you trying to sell them something? Do you want them to read this particular blog post JUST for views or is the goal to add them to your email list? 

So let me inject an action step here: 

Get crystal clear + razor sharp on what you are wanting to achieve with each action you take in your entrepreneurial journey. Be intentional with every move.. and the results will double, triple, QUADRUPLE. 

By asking proper leading questions, you’re priming them to do just that... get hired!

There are two different ways to use questions to your advantage:

  • { + POSITIVES } A positive leading question is one that encourages the reader to agree with your perspective. The goal is to tap into what you know about your ideal client’s needs and challenges to ask questions that inspire them to give you a mental ‘yes!’ Pain Points... coming in hot! (i.e., “Let me guess: You’re sick of juggling the 9 to 5, and desperate to dive head first into being your own boss. Right?”). By sneak leading questions like these into your site copy, you’re priming the reader to agree with you -- more than once. Imagine it this way, when your ideal client comes to your site By the time you hit them with an ask, such as a call-to-action or an offer, saying ‘no’ will feel even more counterintuitive because they’ve just spent the last 5-10 minutes agreeing with you!

  • { - NEGATIVES } A negative leading question is one that encourages the reader to give you a ‘no’ answer that leads your offering to be the better option. Example... your service is Cool-Sculpting... Examples of potential negative leading questions for you might be, “Don't want to go through one more swim-suit-season with that uncomfortable and unflattering muffin top??” or “Looking forward to throwing on your bikini next week?” Questions like these work in your favor because it reiterates why the potential client came to your site in the first place: because, they have a they want and need what you have to offer. 

Strategy #4: Objection Handling

I handle this one on the reg. Teaching objection handling is one of my favorite topics! (more on that later... would y'all want some more on how I handle any objections?!)

Don’t wait until someone’s contacted with questions to tackle their objections, don't keep quiet  Instead, nip them in the bud by predicting and overcoming objections through your site’s copy! (If you haven't already, be sure to download my Free Ebook on crafting a perfect Call-To-Action!) 

Ok, so action steps! Write down a list of reasons why your ideal client might not hire you, and work them into your narrative... If you've already done a few sales calls, what are the #1 questions or concerns that prospects have with your offering? 

 Your goal should be to refute as many objections as you can think of, as tactfully as you can. Here are a few subtle ways to approach objections:

  • Call them out directly with a leading question or a statement, and then refute the objection. For example, “I know what you’re thinking. I don’t even have a steady stream of clients yet. How can I justify investing in brand design services? But without clear, cohesive design and strategy, your brand will never align properly with your ideal client... [etc]... So my question to you is, how can you not?”

  • Address objections indirectly instead of mentioning them overtly. Continuing the example above, a brand designer might address financial objections by saying something along the lines of, “Brand design is an investment that pays for itself tenfold, because..."

Hope all of this info helps, 4 MORE strategies to Crush It with your Copy! 

If you haven't already, download my Free Ebook where I really dive DEEP into crafting some awesome copy with a flawless call-to-action! Grab it here