The Importance of Telling Your Reader What to Do

First off, when I say “The Importance of Telling Your Reader What to Do” I don’t mean that your copywriting should become prescriptive and demanding. That would just be silly. After all, a copywriter is supposed to build rapport with her readers; she’s supposed to get to know them, work out what makes them tick. She’s not supposed to shout at them and give them orders.

Or is she?

Softly at first

If you want your copy to work, you’ve got to build a realtionship with your reader. You must immediately show them that you understand what they are looking for. By telling them how your product/service will benefit them will show them that you care, you are willing to listen, and you’ll make their life better.

Aren’t you great?

By the time they’ve finished reading the inital paragraphs of your website they’ll be your best friend hanging on your every word.

Then what?

Well, now’s the time to build on your new found friendship. By now your reader trusts you and is ready to be lead by you to the next stage of the relationship.

But there’s a problem. You’ve told them how you’re going to improve their life. They love your product/service and realise that it is exactly what they’ve been looking for. But now, after doing all the hard work and convincing them they need it, you’ve left them high and dry.

They’ve read to the end of the page, ready to do whatever you ask, but there’s nothing. Zero. A big fat zilch. Just empty space.

Now they’re confused. They panic and hit the back browser and go to another website in the hope that will tell them what to do next.

So what did you forget?

You forgot one of the most important sections of your copywriting. It may only be a few words, but they could be the most important few words on the entire web page.

What’s the point in creating superb copy that has convinced your reader to buy if you forget the call to action?

“But they know they want to buy the product, why should I have to tell them to buy it?”

A very valid point, but if you don’t have a line at the bottom of your page that says Click here to buy now, or perhaps Call us today on 123 456 78 and book your appoinment, your reader won’t know what to do. Why should they go hunting round your website trying to work out what to do next if you can’t be bothered to tell them.

It might sound laughable that people forget to add a CTA but it happens all the time. I’ve lost count of the nimber of websites I’ve seen without one leaving the owner wondering why their conversion rate is so low.

Go and take a look at your website now – do you have a CTA? If the answer’s “no”, before you do anything else today add one to every sales page. Don’t leave anything to chance, if you want your reader to buy, tell them.