nick usborne's guide to online copywriting
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Place a Call to Action Link early in Your Email
A Web Copywriting Tip by Nick Usborne
This tip is particularly relevant to longer emails.
Typically, when reading a long sales email, one reads through a carefully structured sales argument right up to the end. And then we find the link that takes us to a web sales page, product page, sign-up page...whatever.
This makes good sense and follows the structure of a direct mail dales letter.
First comes the sales pitch, and then closes with a strong call to action.
However, in an email, you can place your call to action link in more than one place.
Why add this link before the sales pitch is complete? Because some people will be “sold” before reading the entire email.
Some people will read the first three paragraphs, already know who you are, and already want to find out more about what it is you offer.
It is for these pre-sold individuals that you place the early link. You allow them to move on faster, before they have finished reading the entire email.
In this way you take advantage of the momentum of your most fast-converting readers, and get them to the web page in question before they have an opportunity to be distracted or cool off in their enthusiasm.
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