CTAs, or calls to action, are texts that encourage the user to take action. And since they are usually strategically placed within buttons, the copy has to be short.
The effect of the imperative on your copies has to do with this space-constrained nature and its persuasive power.
- It orders the user to act immediately. Even dictatorial. But in copywriting, it has a positive effect on conversion.
- It removes the subject (the you) from the sentence, which makes the copy shorter.
And if anyone knows how to use the imperative to persuade, it’s Instapage.
Two two-word CTAs greet you as soon as you land on their homepage.
Instead of asking you, which would have been too polite for a CTA, notice how they use the imperative to rush their visitors along.
As you scroll you continue to encounter short
persuasive sentences, one after another, each accompanied by its equally imperative CTA.
Talk face to face: N26
One mistake many companies make is focusing too much on themselves, instead of always thinking about their customers.
It’s like going on a date and listening to the other person talk non-stop about themselves, without letting you get a word in edgewise. Total failure.
“My product,” “Our product.” Alarm bells should ring every might telegram data sound time a copywriter uses these words, because the worst way to sell a product is to focus on its features.
Good copy always explains
how the product helps solve a problem that the audience has.
If you want to avoid the most boring date in the world, focus on him/her, on your clients, and talk to them about the benefits—if possible, emotional—they will get from how can i promote my e-shop effectively? using the product.
Translated into copywriting, this means addressing them “in a familiar way.”
It may seem like a fine line between 1st and 2nd person, but it’s a matter of perspective. Imagine you have a B2C company that sells flowers: this would be the difference between using “we” or “you” in your website copywriting:
- We sell fresh, seasonal flowers, grown and picked locally.
- You: Surprise your loved ones and brighten their day with fresh, seasonal south africa numbers flowers.
The fastest copywriting hack in the world would be “write in the 2nd person (you), always, or as much as you can.”
The world’s fastest copywriting hack
write in the second person (you), always, or as much as you can.Click To Tweet
The beauty of this approach is not only that you focus on the benefits for the reader. The relationship also becomes more personal and the message connects easily with your audience.
Just like on a date, asking questions or making comments that include “you…” makes the other person feel valued and special.
In addition, the word “you” is among the top 10 words consumers use when making a purchasing decision.
And this personal copywriting approach has been adopted wonderfully by the online bank N26.
