Here is an article by Karon Thackston on how to make your content persuade customers to take action, to buy !

"Call-to-action statements (those final words that inspire your customers to take an action - usually to make a purchase) are not universal. Just like your headline, your sub-heads, and your body copy, calls-to-action need to be as specific as possible. They need to ?match? the style of your audience."

Catch it @ http://www.smallbusinessbrief.com/articles/copywriting_and_website_content/000732.html