Increase Response with a Clear Call to Action
Why do you do any marketing or advertising?
It’s probably not just to put pretty pictures into the world… Or kill trees…
You want to get clients or customers, right?
Sure, a big goal is getting the attention of your ideal client and letting them know what you have to offer. But just doing that is not enough.
The real goal of marketing and advertising is to get people to take action—whether that’s picking up the phone, emailing, subscribing, walking in your store, or busting out a credit card and buying something right now.
The thing is, most entrepreneurs forget all about this when they put together their marketing materials. So they spend a ton of time and money creating attractive pieces that are basically just a bunch of company info.
They talk about who a company is, what they do or sell, how they do it and who their clients are. Then they stick their contact info on there, send it out into the world, and wait for something to happen.
Only it never does. Or if it does, the results are nowhere near what they’d hoped for. Sound familiar??
What’s stops prospects from taking action?
Well, it could be the benefits of what you’re offering aren’t clear and compelling.
Or your writing style isn’t friendly, readable and engaging.
It could also be you didn’t get it in front of the right people.
Or you didn’t provide enough info for them to confidently take the next step.
But let’s say you did all those things, and still didn’t get any response. There is one more that might be missing. And you can add to every piece of your marketing and advertising to dramatically increase response rates…
A “call to action”!
What, exactly, is a call to action?
Fundamentally, it’s where you tell someone exactly what to do next if they are interested in what you are selling.
On TV infomercials, it’s where the announcer says “Call 1-800-buy-this within the next 30 seconds to get your super juicer and the special, bonus slicer-thingy for just $9.95”.
In a print ad, it might be “Visit www.dogtricks.com to get your F*ree report 7 Fun Tricks You can Teach Any Dog in Five Minutes”
Or “Call Jennie at 867-5309 and mention this offer to save 50% on your first consultation” on a brochure.
On a Website, it could be as simple as “Visit my services page (insert link) to learn more about what I can do for your business…” OR it could be a subscription box with instructions. Even a “Buy Now” button is a call to action.
Why is a call to action so important?
“If you don’t tell someone what to do next, there’s no telling what they might do.”
Life is busy and full of interruptions. Even if someone is ready and willing to buy, they might not be sure what to do next if you don’t tell them. Or they could end up going to the bathroom, answering the phone, or clicking to another Website as easily as calling you.
And haven’t we all had the experience of finding something on the Web, but not being able to figure out how to buy it???
Your job is to make it dead easy for them to take action…and ideally the action you want them to take.
How do you create a powerful call to action?
STEP 1: Decide exactly what you want someone to do after they read your Web page, ad, brochure, or whatever.
STEP 2: People need a good reason to take action. So make them an offer they can’t refuse. These days, a f*ree consultation isn’t enough. A lot of folks think this just be a pitch-filled waste of time. Ditto for just saying sign up for my f*ree e-newsletter.
STEP 3: Tell them exactly what to do to take advantage of your offer. IE: Do X to get Y
STEP 4: Make it painfully easy. Put the phone number, link, Web Address, BUY NOW button right there. Don’t assume they’ll take time to find it in the small print on the back of your brochure.
STEP 5: Whenever possible, add incentives to take action now with limited availability (only 10 left!), deadlines, or special sale prices. People are busy. The more reasons you can give them to take action now, the more likely they are to do so. If they wait they probably will never do it. But be sure to do this honestly. If you say you only have 12 left, you better only have 12.
That’s it. Give ’em a good reason to take action, tell ’em exactly what to do, and make it easy as pie to do so. You’ll be amazed at how many more people actually do.
Want help creating a powerful call to action with an offer they can’t resist? You’re in luck!
I have two open spaces left in my calendar for 1-hour, one-on-one consults in the next few weeks. Just reply to this email and we get a time on the schedule.
A Practical Marketing Expert and Founder of The Unchained Entrepreneur, author Stacy Karacostas is on a mission to end Entrepreneurial Overwhelm and Marketing Madness! Start putting your marketing on autopilot, growing your business with less effort AND getting your life back by grabbing your copy of her FREE “Success without Shackles Starter Kit” at http://www.theunchainedentrepreneur.com
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