Some people put a Call To Action after every other word in their copy.
They pitch their stuff. And they pitch it again. And then they give you an option to click here to see their stuff.
And then as they’re talking, they slide in another CTA.
And then they do this:
>>Check out my cool product thing<<
And then they end their piece.
-Sam
P.S. JUST KIDDING check out my cool stuff in my PS section
…
You get the point.
Some people pitch a LOT in their copy.
And then there’s that other breed of copywriter/marketer…
Who only has a single pitch in his emails. And his sales pages. If that.
So how much should YOU pitch?
Short, sweet, mostly-true, & mostly-unhelpful answer:
It doesn’t *really* matter.
Longer, complex-er, more-complete, & more-helpful answer:
(1) It depends on your selling style. You want to write copy that matches your personality. So if you’re a super enthusiastic, hype-y, JUST DO IT sort of a guy or gal… pitch more often. If you’re a more laid back, calculated, quietly-build-build-build sort of a seller… do a lot of building. Then channel all the energy and emotion of the reader into a single CTA at the end. That can be done VERY effectively.
So ask yourself: “what’s my style of selling? Does my style of selling lend itself to more pitches… or less pitches?”
Then act accordingly.
(2) In general, you want to have a CTA whenever your reader might be ready to take action. Depending on what you’re offering… 1-15% of the people who open your emails will be ready to take action the second they open the email. So have a CTA right at the beginning. But another 10-20% of the people who open your emails will require some persuading before they’re ready. So do that. Persuade them. Then add another CTA, right when you pass that “persuasive tipping point”… where you give a really compelling reason to buy, or where your reader is at a peak emotional state… add your CTA there. And then if your email/sales pages goes on after that… wait for the next “persuasive tipping point” in your copy. And add another CTA after it.
