In a world full of “READ THIS!” “BUY NOW!” and “CLICK HERE!” it’s understandable that sometimes the only action customers want to take is a nap. And we, as marketers, can’t really blame them, because most of us have experienced the frustration of tone-deaf brand messaging trying to boss us around.

No company sets out to annoy its target audience, but somewhere between brainstorming and execution, calls to action (CTAs) become covered with flashing popups, caps lock, red banners, and exclamation points… And before you know it, you’ve scared them all away.

So, what do we do? How are we to inspire action without sounding like a door-to-door salesman? Is there a way to write engaging content we’re proud of that also helps us reach our business goals? Will our customers pay attention if we don’t yell at them? What else is there to say other than “Buy now” or “Click here”?

To answer those questions, we have to get to the root of the disconnect between marketer and reader.

Your Biggest Need: To Drive Sales

There’s no getting away from the goal of driving sales. No matter your marketing specialty or tactics, the bottom line is always to increase conversions and drive sales.

Though you’re going to use many unique ways to get there—copy, images, and social media—and you’d like your goal to be something that speaks more to that creative brain of yours, you’re in charge of business growth. […]

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