The Sneaky Line That Gets More People to Click 'Buy'
Write the Line Before the Line with This Prompt
Dear Copy Sharpshooter,
Here’s a question most copywriters never ask:
What do you say before you say "Buy Now"?
That little line right before the call to action?
Yeah, that one.
Most people either skip it or waste it.
But smart copywriters? They use it to grease the slide.
Because here’s the truth:
People don’t hesitate because of your CTA.
They hesitate because they’re not emotionally ready for it.
The solution?
One sneaky setup line.
That line right before the button.
It’s what gets the reader to say, "Alright. Let’s do this."
4 Simple Ways to Set Up Your CTA (So It Actually Works)
1. Reinforce the Benefit
Remind them what’s in it for them.
Not the feature. The result they care about.
This makes the CTA feel like the next logical step to a better outcome.
Example:
"Start building your high-converting funnel today in under 60 minutes."
2. Tap into FOMO
Nobody wants to be left behind.
Use scarcity, urgency, or exclusivity to raise the stakes.
It should feel like this offer is hot and they might miss it.
Example:
"Only 3 spots left. Doors close at midnight."
3. Lower the Risk
People fear making a bad decision more than missing a good one.
Ease their hesitation with guarantees, trials, or zero-commitment framing.
Example:
"Try it for 14 days. Love it or don’t pay a dime."
4. Hit an Emotion
What will it feel like once they say yes?
Use this line to activate hope, relief, confidence, or momentum.
Example:
"Imagine how good it will feel to finally get this done."
CTA Setup Line Generator Prompt
We’re going to do this in 3 quick steps.
Step 1: Fill in [describe your offer]
What are you selling or promoting? Be specific.
Examples:
[A copywriting course for coaches]
[A free email subject line swipe file]
[A monthly community for solopreneurs]
Step 2: Fill in [describe the main benefit of your offer]
What is the transformation? Why does it matter?
Examples:
[Attract premium clients without cold pitching]
[Write subject lines that get 40%+ open rates]
[Finally feel supported while growing your business]
Step 3: Paste this prompt into your favourite AI tool:
Write 5 short setup lines to place right before a CTA for [describe your offer]. Each line should make the reader more likely to take action by reinforcing [describe the main benefit of your offer]. Include a mix of urgency, emotional payoff, and reassurance. Keep each line under 20 words.Where to Use This Technique for Maximum Impact
To help you deploy this technique fast, here’s a unified swipe file with real-world examples that show exactly how and why CTA setup lines work across different platforms.
1. Kajabi — Sales Page CTA
"Start building your knowledge business risk-free for 14 days."
Why it works: It lowers the emotional barrier and emphasizes both benefit and safety, making the CTA more inviting.
2. ConvertKit — Landing Page
"Get the exact email templates used by 30k creators."
Why it works: Delivers social proof and reminds readers of the immediate value before they commit.
3. Basecamp — Checkout Page
"Try Basecamp free for 30 days. No credit card required."
Why it works: Eliminates friction and removes risk, which boosts buyer confidence right before the final click.
4. Ramit Sethi — Email CTA
"You deserve to be paid what you're worth."
Why it works: Sparks emotional resonance and affirms the reader’s self-worth before prompting them to act.
5. Monday.com — Ad Copy
"Finally, manage your team in one place."
Why it works: Taps into aspiration and offers a clear outcome, helping the reader see what their life looks like post-click.
Before vs. After:
Before:
"Sign up now."
After:
"Finally launch your dream offer without second-guessing every word. Sign up now."
Before:
"Start your free trial."
After:
"You’ve got nothing to lose. And everything to gain. Start your free trial."
One extra line.
That’s all it takes.
Stay sharp,
Your Copywriting Coach
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