When writing emails, blog posts or articles, you typically want the reader to do something once they are done reading. This involves including a call to action at some point. So, how do you increase the likelihood of the reader following through on that call to action?
One way is to include an emotional trigger – a statement that speaks to the reader and gets them to react in a certain way. You have to know something about your audience to ensure that you select the right trigger. That comes from knowing your business, your client’s business, and what motivates them to act in your favour.
Try one of these four types of emotional triggers to get a response from your reader.
State what the reader will gain from following through on the call to action. Explain the benefits of purchasing your product or service. Make a promise or guarantee that the reader will improve their situation. The promise can be direct or implied.
Give a practical reason, backed by emotional reasons, for following through on the call to action. Provide a clear reason or benefit, backed by statistics, facts, opinion, results, case studies, etc.
Offer peace of mind to the reader that you can protect them against the occurrence of some type of event. This involves instilling fear (of failure, of lost income, of lost sales, etc.) that will promote the reader toward a course of action.
Tell the reader that the offer is for a limited time, or until the product is no longer available due to limited quantities. The reader must respond to the call to action or lose out on what is being offered.
Do you need help with writing your next email, blog post or article? Let me know – email@example.com.