4 Tips for Writing Better Calls to Action: A Guide for Self-Editors

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Any sales sheet without an effective call to action (CTA) is missing out on a huge opportunity. These simple but targeted phrases or links are directly responsible for encouraging your audience to take the next step in becoming a buyer of your book. Without a call to action, your sheet will be little more than an unprofitable writing exercise. Here are some tips I developed from my self-publishing experiences that will help improve your sales sheet response rate:

Tip # 1: place it strategically

Put your call to action in the appropriate place on your sheet. On a book’s sales sheet, the CTA will usually be included with the publisher’s information and with the physical details of the book. It can be included in a list of items, or in a separate text box, or just aligned at the bottom of the page.

Tip # 2: Keep it short, simple, and actionable

It doesn’t have to be long or complicated. Keep it as simple as possible. Your readers don’t have time to waste trying to figure out what to do to get more information about your book. On the printed version of your listing, make sure the links are short and easy to follow, not long and complicated. On the PDF version of your listing, make sure all links are active and clickable.

Tip # 3: don’t just send them to your webpage

On my sell sheets, I just tell them that my books are available from “B&T” and “Ingram”. Every book buyer in every library, college bookstore, and library, and every retail bookstore knows exactly what that means, and in minutes, they can order my books. I also list “Amazon” so that the general public can inform themselves and buy my books. I also offer an email address for more information, as well as my publisher’s website address. All very simple and efficient.

Tip # 4: don’t oversell

Don’t sound too aggressive to ask for the sale. You don’t want to scare them. They already know you want them to buy your book. Instead, your sales sheet should try to convince the book buyer that you have a great product that they can benefit from. You can achieve this by making your sales sheet look professional and polished, having a great description of the book including specific details about your book, having a connection to major book distributors, and having a simple and easy way. get more information and buy your book.


An effective call to action is the keystone of a successful sales sheet. Getting the reader to take enough interest in your book, and then find more information about your book, is the key role of the sales sheet. The call to action will allow you to direct them to the best place for them for more information. Whether it’s your blog, your book’s landing page, or the book’s sales page on Amazon is entirely up to you. The sales sheet’s call to action will play a central role in making this happen. If done right, it can generate more book sales. Remember to keep it short, simple, and actionable.

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