When you are creating marketing copy with a call to action, the ultimate, final goal is not always some general concept like brand awareness or spreading the word about a new idea. Sometimes, you're trying to directly sell to the reader. You're trying to get a conversion. That's not to say that copy for brand awareness won't work; it can, and it does. But you must remember that unique pages have unique goals, and you need to have copy that focuses on those goals. It needs to work toward a specific end. Only when you identify that can you create pages that work and do what you intend. Finding that success is not a fluke, so long as you focus on it from the very beginning.