Most marketing contains a call to action. Lucky for us, we get to define what that call to action is.
Also lucky for us, it’s not always a sale. Our call to action might be to call the company, use a coupon code, leave a comment, or to login.
A call to action + a process is a task. And it’s worth writing instructions effectively for tasks.
When you clearly define a task, two things happen: a.) You make it easier for someone to do what you’re asking them to do, and b.) It allows you to better measure the results.
I’ve put together an ordered list of some ways to make instructive communication work. You can use it as a checklist for making a step-by-step call to action.
Warning: If you’re only providing tips, you don’t need to follow these steps. These steps are for instructions.
- Use numbered lists.
- Make your list items short.
- Put space between each step.
- Start each step with an imperative verb.
- Place warnings above the list.
- Use the steps as headings for more details.
Use Numbered Lists- If you need instructions, it indicates that there’s a sequence to your process. Put things in order using numbers.
Make Your List Items Short- For information to be useful, it has to be read. You can go along way toward having your instructions read by making them short and simple.
Put Space Between Each Step- Space makes it easier for people to process information, which makes them more likely to follow your instructions.
Start Each Step With An Imperative Verb- If you want action, let people know by using action verbs. For example, imperative verbs for the task of tree climbing might include the words grasp, pull, or one of my personal favorites, shimmy.
Place Warnings Above The List- Any pre-requirements for the task should be positioned above the list, not as asterisks below the list. People should see those before being asked to follow your sequence.
Use The Steps As Headings For More Details- On a web page, for example, you can place your list at the top of the page, and below it, give a little background with your steps defining those sections. Like the ones here.
*Tip: trust your readers with well written instructions. If you’ve written things correctly, and you’re not converting, re-examine the task that you’re planning. (Also, tips are’t steps. They don’t go in your sequenced task.)
Tags: writing