You’re preparing a presentation. An email. A blog post, article, or report. Whatever it is, the best place to start is at the end.
Before you write the first word, think about what you want your reader to do.
When they are done reading your email or watching your video, what do you want them to do next?
- Call to schedule an appointment
- Call or email with questions
- Visit a web page for more information
- Sign up for your email newsletter or download your report
- Fill out a form and turn it in at the end of the seminar
- Tell your friends about this offer, article, or link
- Register for the upcoming webinar
- Pass out the enclosed referral cards
- Watch a video
- Comment, Like, and share
- Tell your friends to call, subscribe, or download
- Write a review on xyz
And so on.
All designed to get your reader or viewer to do something that helps you to get more clients, subscribers, traffic, referrals, or other benefits.
They get benefits, too. They learn something, get legal help, save money, or protect their family or business. Or they get the satisfaction of helping their friends or helping you.
Both of you get something.
The call to action at the end of your message is the most important part of that message. Think about what you want them to do before you start writing.
When you get to the end, tell them what to do. Don’t make them figure out what to do next. Tell them: Click here, call this number, go to this web page.
And tell them why. Don’t assume they know. Don’t be vague. Spell out exactly what they get or how they benefit.
Like this: “To learn how to easily get more referrals from your clients, get this“