I’ve been looking at web copy that is intended to persuade and it seems that when you want action you have to use sentences with power.
For instance, do you say:
‘If you’d like to improve your skills you’ll find this programme will help you to develop your performance to higher levels.’
‘Get promoted faster – give your skills a shot in the arm and outperform the rest! Find out how this programme can help you now …’
There’s nearly always a more powerful way of saying it – it’s just seeing it from the reader’s end – what gets them going? People ‘buy’ on emotional triggers. If your web copy doesn’t hit those hot buttons – you’ll lose them.