The goal of your copy is to get your reader to take action.
More often than not, that involves clicking a button...to subscribe to your newsletter, download your ebook, or book a call.
The words on your button matter! They can make the difference between welcoming a new customer or losing that person to their next Chrome tab.
But when writing the button copy, most people resort to standards like “Download,” “Sign up,” or “Learn more.”
This sounds not only dry and boring but also like work for the reader.
Here's a different angle: Think of your call-to-action as a call-to-value. What will your reader really get?
To write your button copy, continue the sentence “With my help, my reader can….”
For example: My reader can generate more leads, ...get fit and healthy, ....take control of their business.
Then, drop the “My reader can,” and you have your button copy.
For example: Generate more leads. Get fit and healthy. Take control of your business.
Those sound way more enticing than a dull "Sign up".
And don't worry. Your button copy doesn't have to specify exactly what will happen in the next step.
There's one exception, though.
When your reader has already punched in their credit card information and is about to complete their purchase, a standard "Buy Now" is the best option. It's what people expect at that point.