When it comes to conversions, the ending of your article, blog post or content is usually where you strategically wedge your last-ditch effort.
That’s where you want to stick your call-to-action (CTA) and your final plea. This is where you really drive the essence of your message home.
Whether you need your website users to sign up for a newsletter, purchase a product or look further into your service, the end is where you need to strike on their emotional and rational triggers.
If your site’s content is ending with a void, you’re missing out on potential conversions. It’s like you’ve been setting up for the perfect free-throw only to turn around and chuck the ball into the stands at the last second.
Or you’ve been dragging a fish in for the past hour only to cut the line once he gets up to the edge of your boat. Or, well, any number of similar scenarios that just really don’t make sense.
Like you read in part one of this two-part series about article endings for conversions, you need an equal mix of rational and emotional facets pumped into your closing statements.
We aren’t talking about an emotional level matching a weepy ASPCA commercial (although that is effective), but more so playing on conscious and subconscious emotions that aren’t based in logic.
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But hey, right now we’re talking about logical pleas. Pure and simple truths for why someone would want to do something.
Rational CTA's could include:
- The pros of the product
- The cons of not having the product
- Blatant benefits
- Proven facts
- Inherent value
Rational CTAs can’t be argued with. If your closing argument to your body copy is something like, “Buy today and start crushing cans five times faster with Crushmaster 8000,” the decision is simple.
Your emotional brain will be gratified by how soon you’ll be able to start quickly crushing cans, but your logical brain will be satiated by the facts: With this tool you can crush cans five times faster than without it. You want to do that. You need that product. Done deal.
5 Ways to Inspire Action Through Fact-Based, Rational Article Endings
1. Use Action Words
Using action words in your article endings leaves no room for confusion. The reader won’t be left guessing what their next steps are. A logic-based ending will tell a user what to do directly.
For example, saying something like, “Type in your email below to start saving money today,” is a clearer direction than, “Save money now!” While “save” is technically a verb, it doesn’t incite action because it doesn’t direct a user toward the next appropriate step.
Using action words toward the end of your content will guide users along the path to conversion instead of leaving them guessing and, potentially, fleeing your site altogether.
2. Show Value
It’s hard to deny the logic of a great value. As you can see in this chart from jeffbullas.com, there are three types of buyers you need to appeal to if your conversion required a purchase.
To appeal to these buyers, even if they aren’t in the spendthrift or tightwad category, you should show the sheer value of your product, service, etc., to make it undeniably worthwhile.
This type of logic is often seen in a classic infomercial. You may hear a sales pitch that includes some guy shouting, “You’ll get three for the price of one.” And your logical mind should automatically shift to thinking about how great of a value that is.
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3. Explain Benefits
Making anything easier in life is an obvious benefit. The tail-end of your articles should explain the exact benefits of your newsletter, product, etc., to encourage conversion.
CTA's explaining how much time, money or hassle a user can save, or how much they can gain or learn, will always help feed the rationale to convert in a user’s mind. If you can, supplement these statements with numbers to further emphasize benefits.
The guarantee of saving X amount of dollars with a product, or learning X number of facts via your newsletter provides clear and concise numbers for users to work with in their logical minds.
4. Demonstrate Proven Results
If your website is peddling products, services or know-how, you’ll want to flaunt your proven results. If you’ve collected any sort of metrics, talk about them in your final words.
If your conversion has helped clients in some measurable way, strategically place those facts toward the end of your article or content. These numbers and data will linger in your user’s mind like how a taste lingers in their mouth from the last thing they ate.
Even if that user doesn’t convert then and there, the proven results from your business may be recalled at a later time, thus luring them back for the well-fought conversion. Being top-of-mind is never a bad thing.
5. Be Concise
Concision is king. If your final sentiment in your conversion-centric body copy is long and drawn-out, your odds of leaving your mark dwindle.
Clear and concise CTA should include much of what’s discussed above; data, results, benefits, facts, all of which are sexy to the logic sensors in your mind. “Get Traffic. Increase Revenue.” It’s a succinct message that sticks.
It’s a factual CTA that doesn’t rely on making one feel happy, sad or scared to get them to convert. Instead, this CTA relies on simple and concise facts. Your user knows what they want. You can tell them exactly what you provide.
When those two fact-based circles overlap, your article or blog has hit a sweet spot.
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Time to Inspire Action Through Content Marketing
When your content marketing appeals to subconscious or conscious emotional and rational appeals, it will be hard for a user to resist converting.
If you give them enough reason to buy through facts and through making them feel good, their motivation will skyrocket, and so should your conversions.
Inspiring action with your content doesn’t have to be a wildly motivating speech. You don’t need to instill heaps of overbearing emotion of drown your user with facts. You may only need a little of each to earn a conversion.
While writing your content, try ending your articles with a good mix of both emotion and logic, and eventually you’ll start to see what ratio works to inspire action with your users.