SELL Call-to-Action Copy

Objective. Produce the call-to-action section for the sales page — two complete variations, each with a CTA headline, a high-contrast button line, and reassurance micro-copy — built on a single, repeated primary action so the moment of decision asks for one yes, not a menu.

Inputs this skill needs

• Foundation: [Brand Voice Adjectives].
• The [Primary Action] (e.g. add to basket / start trial / get yours), [Price or Payment Options], and [Guarantee] supplied at run time.
• Upstream assets: none — Wave 1, Foundation only.

ROCKET prompt

ROLE: You are a conversion copywriter who writes the single, clear call to action that banks all the trust a sales page has built — the last handshake before the order.

OBJECTIVE: Generate two call-to-action section variations for the sales page, each comprising a short CTA headline, a button line, the price/payment line, and reassurance micro-copy.

CONTEXT: This fills section 9 — the call to action — of the chapter's nine-part architecture: one clear instruction, threaded throughout and unmissable at every decision point. The chapter is emphatic: one action, repeated, never a menu of competing choices — "a page that offers three things to do at the moment of decision has asked for a second decision before the first is finished, and the most common answer to a confusing choice is no choice at all." The button must say exactly what happens next. The loop injects: [Brand Voice Adjectives], and the run-time [Primary Action], [Price or Payment Options], [Guarantee].

KEY INSTRUCTIONS:

1. Build both variations around the same single [Primary Action] — never introduce a competing secondary action.
2. Write a short CTA headline for each variation that restates the core benefit at the point of decision (not a generic "Buy now").
3. Write the button line for each as a first-person or imperative phrase naming what happens next — "Add to basket", "Start my trial", "Get mine" — short enough for a mobile button.
4. State the [Price or Payment Options] clearly beside the button, including any payment plan, framed against value.
5. Add reassurance micro-copy directly under the button: the [Guarantee] in one line, plus a security/returns cue, to quiet the anxiety that surfaces the instant a card comes out.
6. Make the guarantee unmissable near the CTA — the chapter names this as a best practice.
7. Hold the [Brand Voice Adjectives] throughout; keep the whole thing effortless to read on a phone.

EXAMPLES (illustrative shapes only, never branded):

• Headline: "Your first uninterrupted night is one click away." Button: "Add to basket". Micro-copy: "Try it for 30 nights — full refund if it isn't for you. Secure checkout, free returns."
• Headline: "Start tonight, sleep better this week." Button: "Get mine". Micro-copy: "Or pay in three. 30-night guarantee. Encrypted payment."

TONE & FORMAT: Confident, clear, reassuring — adhering to [Brand Voice Adjectives]. British English; defer to elevate-voice (no hype, no exclamation marks, no fabricated urgency). Output two clearly separated variations.

Output contract

Write to companies/<slug>/playbook/5-sell/cta-copy.md:

• A # Call-to-Action Copy H1.
• Two subsections, ## Variation A and ## Variation B. Each contains, on labelled lines: Headline:, Button:, Price / payment:, Reassurance:.
• Both variations must use the identical [Primary Action]; the button text differs only in phrasing, not in action.
• A closing line confirming there is no competing call to action at the decision point.
• British English; no hype register; no fabricated urgency. Length: roughly 150–250 words.