Think about it.  Why do people come to the internet? They are looking for help, answers to their problems and guidance.  If you have the answers then you want to be sure your visitor finds them, so lead them where you want them to go.

This doesn't mean to simply point your viewers at things to buy. Yes you may have a book or great product that is ideal for whatever it is they need help with but simply telling someone to buy without backing it up with details and benefits won't work.  

If a viewer is ready to spend their hard earned money, they first want to be sure what they are buying will not only be what they need but is worth it.

Most marketers like to flash features and benefits in front of potential customers but to actually make the sale your viewers are going to need much more than that.  They need some personal convincing; they need to be compelled to buy.  The term has been coined 'preselling' and has been brilliantly captured by Ken Evoy in his book "Make Your Content Pre-sell" 

A good presale will include things like providing a personal story, product comparison or personal product review.  Your viewer has to believe you are speaking from your heart.  If you're not, believe me your readers can tell, you won't be fooling anyone.

Now that you've got your readers attention and trust, it's time to demonstrate your call to action.   You want to compel a response from your reader, so ask yourself, what do you want your reader to do once they finish reading your content?  Don't assume they know.  If you want them to check out your latest ebook or gadget, tell them.   Your call to action should follow naturally and build upon what you've already said.  You want them so engrossed by what you just told them that they can't resist the click.

Be specific with your message and avoid vague suggestions. Use concrete terms and descriptions, for example, "Save $10 if you buy today".

Studies have also shown that readers respond well to a P.S. at the end of a written offer, this if often an excellent place to put your call to action.

Here are just a few effective calls to action you can use:

"Click to register for your free report"
"Get Your Free Copy Today"
"Click here to learn more"
"Order now and receive… "
"Here's where to get the limited time offer"
"Check these great features here"

Don't be afraid to direct your readers by making a compelling presale and following it with a strong call to action. It's the best way to improve conversion rates thus increasing your sales and profits. 

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