Calls to action must be clear
In Part I, we looked at the use of headings and language to engage with the reader. Now we’re looking at understanding the needs of the reader and encouraging him to take action.
When copywriting and thinking about marketing materials, it is wise to put yourself into the head of the prospective patient:
- What is worrying him?
- What is he fed up with?
- How does he feel?
- What does he wish was different?
- What does he want?
Then you can go on to address those issues:
- How do you make a difference?
- Why would he try Osteopathy?
- What are the benefits of your Osteopathic treatments?
- What then does he actually need?
- How will he feel afterwards?
- What will he gain?
- What might improve?
Wonderful Words
Think about the kind of words you use. Compelling copywriting will hook the reader and draw him in to learn more. Short sentences create impact. Long winding paragraphs drain us and our attention will easily wander.
Use of colourful and expressive words will delight the reader too. Alliteration is one of my favourite techniques – did you spot that? It’s also useful to use similes or metaphors to help explain more complex ideas.
Try adding some of these to your copy to lift and deftly deliver your message:
- Imagine how it would feel…
- Remember what it felt like…
- Did you know that…
- My patients find that…
- Do you ever feel like…
- Have you been looking for…
Clear Calls
Using strong calls to action help people to make a decision quickly. We are bombarded with so many decisions to make and the more options or time we have to make them means that we might postpone doing something constructive. To help the procrastinators decide to act, use strong commands such as:
- Book now and start feeling better
- Click here to book your appointment
- Today is the day to call us and get help with your pain
- Visit us today to find out if we can help you
- Don’t put up with pain a moment longer, phone us now
- Call us now and start feeling better
- The sooner you call us the sooner we can help you
Imaginative Images
Apart from conjuring up vivid images through your writing, you can add powerful pictures, graphics and images to strike the reader. Show them what they aspire to be like. Depict fluid movement, healthy smiles and happy people. And wherever possible, add your smiling photo. We like to know who we’re dealing with when we’re thinking of parting with our cash and getting up close and personal with a ‘stranger’.
Eagle-eyed Editing
OK I’m pushing my alliterative luck now perhaps! But take a scythe and cut out all unnecessary flamboyance, chop out medical jargon and be really clear about how you help. Hint – many of us out here don’t even understand ‘musculoskeletal’ so you really have got your work cut out!
Also, it might be a useful exercise to take a page and look at how one word might replace many. Or you could look at taking text and turning it into easily digestible bullet points in order for the reader to absorb lots of information quickly.
Good luck and always keep in mind who your audience is.
