How to Create and Use a Call to Actionby David Steele
All too often there is no clear call-to-action. There isn’t a way to learn more about a product or service, or gain a sense of trust or familiarity with a company or individual nor a good sense about what they are offering. Frequently marketing materials and web sites neglect to tell me what I can expect to get from them, where to click, what link to follow, where to order or what to sign up for. What is a "Call-to-Action?" A clear marketing call-to-action refers to active copy that compels visitors to your web site and readers of your email signature, sales/marketing material and e-zine to take action. It invites your readers to DO SOMETHING! A call-to-action is an invitation for your prospective clients to actively engage you in some way- directly or indirectly. Most prospective clients, even if they are very interested in working with you, often need a way to build a relationship with you in bite-sized pieces to work up to engaging your services. Where to Use a Call-to-Action Effective marketing will ALWAYS include a SPECIFIC, EASY, TARGETED, COMPELLING, and usually FREE, call-to-action. Everything you send out can and should include a call-to-action; e-mails (in the signature line), web site, flyers, business card, advertising, announcements, newsletters, even the outgoing greeting of your voicemail system. Direct & Indirect Calls-to-Action A "direct" call to action invites your prospect to contact your directly to make an appointment, purchase a product, or get more information, most commonly by telephone or e-mail. Examples include a response form on your website, invitation to call you for a complimentary session, etc. An "indirect" call to action invites your prospect to engage you indirectly, for example signing up for your newsletter or e-program, visiting your website, etc. It is important to include both in your marketing. Some prospects will be "bluebirds" and ready to engage your directly, and most will be "boulders" and need to build their relationship with you before taking the huge leap (for most) of engaging you directly.
Calls-to-action can include filling out a form, signing up for a free newsletter, eCourse or Tip Sheet, calling you, ordering a product or making an appointment for your service. It bears repeating that the call-to-action is an important element of your email signature, marketing materials and web site text. A strong call-to-action provides three essential reasons for visitors to your web site and readers of your printed materials to move forward to engage with you: 1. You make it clear what you want them to do A good call-to-action is like a magnet that gently and respectfully pushes your prospective clients toward you and your products and services. Step 1: Decide What You Want Prospective Clients to Do
Step 2: Create Your Call-to-Action Use simple words, short phrases, bulleted benefits and paragraphs of 1-3 short sentences. Make your call-to-action clear and compelling by using action-oriented verbs and phrases and offer incentives or rewards for action. Here are a few examples of indirect and direct calls-to-action: Indirect: Direct: Placement of Calls-to-Action Again, we suggest you include an indirect and a direct call-to-action in everything you send out; your email signature line, e-zine, Top 10 List, Tip sheet, eCourse, marketing materials, web site, flyers, business card, advertising, announcements, newsletters, even the outgoing greeting of your voicemail system. A Word of Caution About Using Calls-to-Action People are very different and respond to different types of approaches. Maximize your opportunity to attract as many people as you can. Be careful not to provide too many choices, as people can become easily confused. Your call-to-action links in your email signature or e-zine should go to the appropriate page on your web site with more details on the specific product or service you're promoting. The more on message you are, the higher the conversion rate from visitor/reader to contact. 3 Types of Calls-to-Action There are effectively three types of calls-to-action. The three types
of calls-to-action have different purposes and timing, and your marketing
efforts should include a combination. Here are examples of each type of call-to-action: 1. Make Requests:
When prospective clients act on any of the above calls-to-action, they are interacting with you and they become a warmer lead. Remember to ask yourself this KEY QUESTION: What can you invite your prospective clients to do, what can you offer them, that they would be likely to act upon, that would build your relationship with them?About Calls-to-Action in Email Signature Lines An email signature line is an important and powerful marketing/advertising tool. If you underestimate this you will be making a serious tactical error that may very well cost you business and at the very least, will not attract business that is out there and that can be yours! Bonus! Top Five Tips For Marketing That Gets Results
When marketing your practice, as well as designing your brochure, website, business card, flier, advertisement, or other marketing effort, I recommend investing the time and effort needed to effectively address the following: Tip #1: MARKET FOR YOUR DESIRED PROSPECTS, NOT YOURSELF What looks good to you is not necessarily effective for your desired audience. Do your market research and test your strategies on your target market. Tip #2: CREATE A SYSTEM Design a system for external and internal marketing that you can implement over and over again. Leverage your efforts. Don't waste your time, effort, and money with one-shot deals or fragmented marketing activities. Tip #3: FOLLOW UP, FOLLOW UP, FOLLOW UP
Tip #4: ALWAYS INCLUDE THESE THREE KEY ELEMENTS:
Tip #5: ALWAYS ANSWER THESE FOUR CRITICAL MARKETING QUESTIONS:
These elements will make all the difference in the world between struggling to get clients and becoming wildly successfully in marketing your services. They are worth investing your best efforts and getting the support you need to implement them effectively.
©2006 by David Steele / All rights reserved |
