We gotta take the pressure off the poor buttons plotted down your sales page.
The copy you select for these buttons won’t be the make or break of a launch or your monthly sales goal.
And unlike a particular marketer says (their name rhymes with Bonald Filler), a button will rarely confuse people to the point of leaving your whole site.
(This is the part where you let out a big sigh of relief.)
Your CTA buttons aren’t responsible for making a sale at all. Their job is to show up all over the place, ready to be clicked.
Everyone knows where buttons take them, so it’s your sales copy that should do the heavy-lifting and selling.
So long as you put a CTA beneath most section, you’re doing the whole button thing PERFECTLY!
After you make sure you have plenty throughout your sales page, use them as a chance to play and introduce humor.
When folks ask me the easiest way to infuse personality and humor into their copy, I send them off to update their button copy!
It’s low lift, and hard to mess up unless you decide to run with, “Learn more.”
BO-ORING.
But mostly, it’s sad because it’s vague and directionless.
There are 2 approaches, or types, of copy you can use for your buttons.
Standalone Buttons
These are pretty direct, action-oriented, and you know what it means right away. No guesswork, but not necessary boring!
You can add your own take on some classics, turning “Join now” into “Add to cart.” Or using a little slang.
Examples:
- Book your spot
- Add to cart
- Sign ‘er up
- Register your interest
- Holler here
Context Based Buttons
These are more fun, playing off body text or header above. When you pull out and reference previously mentioned content, that’s called a Callback.
Look! You’re basically a comedian at this point.
Examples:
- Get cringey
- Take the mic
- Raise my retention
- I have a great personality
- Get laid
When you read by themselves, you have no idea why we chose that copy – but it becomes obvious when you see the context.
“Take the mic” is the call-to-action for my humor copywriting program, Stand Up Copy. The theme is around stand up comedy, hence the mic.
Or, “Raise my retention” is the CTA for an offer suite strategy offer I wrote Messaging for in Personality Profits.
The idea is to optimize your offers so that they go hand-in-hand and guide your clients through, to raise your client retention.
Shuffle up the copy on your buttons! There’s no reason to have the same copy repeated for each button.
Unless you want to, of course.
While context-based buttons are super fun, I recommend using the stronger and more direct copy for harder selling sections of a sales page.
When you are laying out payment options, for example, it should be hella clear that they are selecting one or the other.
Just remember to keep the copy short & punchy, use verbs, and have fun playing off context!
