Commercial texts openly lead the user to purchase. They often contain appeals “Right now!”, “Like“ if ”,“ Do you want to know the details? ”,“ Do you want (to become better, to earn more, etc.) ”.
Such calls no longer work and, moreover, annoy subscribers. Let’s figure out how to push a person to take an action using a call: commercial (buy something) and non-commercial – follow the link, like, write a comment.
What commercial calls should be
Calls in ads and on pages that traffic lands on must be located on the button and be as clear and informative as possible: for example, not just “Buy”, but “Book a place”, “Sign up for a training”.
You can place on the button first person call – write the text in the form in which the person says it to himself: “Start my journey in digital”, and not “Start your journey in digital”, “I’m going to learn English”, and not “Come to learn English”. This method works well on sales pages where ads are consumer-focused and not attributed.
Choose less common verbs like “buy” or “go” for calls – look for more interesting, attention-grabbing options, test different constructions and formulations: for example, add personal first-person pronouns to verbs.
Below is an example of a call to action from an advertisement for a residential complex: “I want to live here.”
It would be great to “twist” the appeal a little – add personal pronouns to it and attach a specific image: “I want to live here”, “I want to live here with my family”, etc. This would help the user to imagine himself and his loved ones as residents of this place, and, perhaps, would have pushed to buy.
Commercial texts published on social networks have authors – specific people or companies – and it is their text that users read. Therefore, for calls on social networks, the format of the text in the first person will not work.
The commercial appeal boils down to one thing – to induce the user to give up their resource: time or money. And outright pressure can backfire – the user will not want to buy. Several techniques can be used to make the appeal uncommon and mask the direct pressure on the consumer.
In this case, we urge the user to act with us and point out the negative consequences of inaction. To do this, you need to use formulations that deliberately hit the patient: “Are you with us or are you still living on your grandmother’s pension?”, “Are you with us or do you continue to blame the circumstances for everything?”
Features of appeals with “You are with me” and “You are with us”:
people react to the personality of the author and they listen or do not listen to the opinion of a particular person – this version of the call can be used in copyright texts;
people react to a company’s reputation or a hint that there are already a lot of “you” (for example, a group is recruited, there is only one place among the participants) – this version of the call can be used in texts on behalf of the company or in advertising courses, trainings and training where groups are recruited.
The appeal can be made more detailed by stitching into the first part a specific benefit: “Do you earn 5000 a day or live on your grandmother’s pension?” The downside of this technique is voluminous sentences. You will have to carefully select the wording to find the most capacious.
Provocation in the second part of the call should be a little painful, touch the reader’s heart. This should indicate the action that the person performs with regret. How not: “Are you with me or watching football on the couch?” Of course I watch football on the couch! Football on the couch is a completely enjoyable experience that is not regrettable.
Look for language that will pique the consumer. To find the points of pain, you can deliberately underestimate the position in which the target audience is now, or attack the tools that she uses.
Benefit with “really”
The word “really” is usually used in speech by certain groups of people: mother-in-law, mother-in-law, grumpy wives and parents – and in speech they emphasize: “Do you really want this?”
This technique helps amplify the benefits that are sewn into the appeal: “Sign up if you really want to increase your reach”, “Download if you really want to lose weight”. So we urge you to listen to yourself.
It is not necessary to highlight the word “really” in the text using Caps Lock, italics and bold type – everyone will already recognize the intonation with which it should be pronounced.
Please note that against the background of “really” the verb “want” becomes more invisible and stops drawing attention to itself. It looks natural in such calls, but still try adding a more unusual action to strengthen the call and make it more effective. And the verbs at the beginning of the wording, before “really”, should mean a clear and understandable action: come, download, register.
Often, posts on social networks are not fully read, and such expanded calls at the end of the text remind the user of the benefits. Repeating the call two or three times in a voluminous text for social networks makes it stronger and more understandable to the reader.
Appeals in the form of a question
This method allows you to get away from the directive “do” and turn to the consumer with the question: “Think about what will happen if …”. The verb “ponder” on a subconscious level makes a person, even for a split second, think about what the call is about, refer to his past experience or turn on his imagination. The call in the form of a question allows you to “prick” the reader a little, as it describes the problem from which he is running away…
There are two ways to motivate a person to take action: to focus on his desire for something, or, conversely, on an attempt to escape from something. For example, striving for financial stability or respect for colleagues, trying to avoid problems at work. They can be combined to create in the user’s head a kind of “creepy” image, which will stimulate him to make faster decisions and act: “Are you sure you want to endure hardships?” will you be late again? “
These calls by themselves will not do the magic. They target the person who is in the final stages of making a purchase decision and needs a little nudge. But the preparatory work – selling text, warmed up subscribers, a well-built promotion cycle and a loyal audience – will help such calls to work.
This technique helps to soften directive calls like “buy”, “book” by giving kind words to the subscriber, such as compliments.
You can hide the appeal behind a pleasant advertising image and designate the external and internal role of the reader in it:
external role – what the reader wants to be in the eyes of the environment (an attentive son, a successful businessman);
internal role Is what he himself would like to be, what he says to himself in the mirror (for example, a talented specialist, a caring mother).
Examples of hidden appeals: “Talented copywriters go to this training”, “Caring mothers give their children Rastishka”. The second appeal definitely affects the audience – which mother will say that she is not caring?
We leave a person alone with doubts: am I a caring mother? and if I don’t give my child Rastishka, how caring am I? Great – let’s put an end to doubts: buy Rastishka, feed your child, be a caring mother.
Reception puts pressure on the person indicates a specific actionwhich he must commit. Irrational calls work as long as they are short.
If there is a “because” in the call and some reason is indicated after it, a person at a subconscious level tends to trust this information more, even if the reason is banal: come to the training because it is necessary.
Real life example: a manager was given a task – to increase sales of sneakers in a store without a budget. He decided to experiment with the calls:
I put up a sign next to my sneakers, “Buy a few and put them in the fridge.” As a result, sales increased, but not significantly.
Then he put up a new sign: “Buy 18 pieces and put them in the refrigerator.” As a result, sales increased 2.5 times.
As you can see, even a dubious appeal works if it contains one or several clear and specific actions – buy and put in the refrigerator.
From the opposite
With the help of this technique, we urge the reader not to do something and indicate the consequences: “Do not register for the training – continue to earn a penny”, “Do not go to university – someone must sweep the streets.” That’s how we addressing feelings of guilt, dissatisfaction with the current life and doubts about the future – is there a prospect there.
How to motivate a user to click
It is very easy to follow the link in the letter, but users do not want to do this. Readers are frightened by the fear of the unknown: what is there under the link? what if it’s a harmful site? Therefore, next to the call, it is necessary to show that everything will be simple during the transition – there will be no need to search for anything, minimal effort will be required from the user: “Learn 3 tips for composing headings. Video for just 2 minutes “,” Fill out a short questionnaire with just three fields and get a 5% discount. “
Several techniques can be used to enhance or soften commercial appeals:
Provocation… Encourages the user to act with us and indicates the negative consequences of inaction: “Are you with us or do you continue to blame the circumstances for everything?”
Benefit with the word “really”… Amplifies the benefits embedded in the “Download if you really want to lose weight” appeal.
Appeals in the form of a question… They simulate a terrible situation that encourages the user to make decisions and act faster: “Are you sure you want to make a penny?”
Hidden calls… They leave a person alone with doubts, which the advertised product will help get rid of: “Caring mothers give their children Rastishka.”
Irrational appeals… They put pressure on a person, indicate a specific action that the consumer must perform: “Buy 18 pieces and put them in the refrigerator.”
From the opposite… The appeal addresses the feeling of guilt, dissatisfaction with the current life and the consumer’s doubts about the future: “Do not go to college – someone must sweep the streets.”
Most of these principles focus on the negative user experience, his dissatisfaction with the current situation. Important do not overdo it with negative components in calls and do not offend subscribers…