Someone purposely landed on your website, read your social media post, or picked up your stunning print ad. All were elements of a carefully executed marketing strategy. Now what?
“Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available…” – Peter F. Drucker
Fundamentally, the purpose of marketing is to sell more of your product. Easier said than done, right?
To sell more of your product, it’s important to identify and anticipate the needs of your customer. Then you have to offer a service or product to satisfy the needs of your customer. Finally, you must persuade the customer to take an action—one that ultimately causes him to swap his money for your product.
That last step, the one where you persuade the customer to take a preferred action, is at the center of a Call to Action (CTA). A call to action in your marketing tool kit may contain text, images, and video that encourages your prospects and customers to take an action.
An effective CTA is key to every successful promotional campaign. Whether you promote your product and services via print ads, newsletters, websites, blogs, social media, or other digital media, it is important to integrate a CTA into every medium by which you market.
After you’ve illustrated your product’s benefits and made large promises, the CTA is the final directive to your customer. Use these five call to action tips to get the most out of your marketing efforts:
1. Tell the prospect or customer what to do.
This seems so obvious and is surprisingly effective. Something prompted the customer to read your advertisement or land on your webpage. What’s next? Your customers want and expect further instructions. Make their time and effort (and yours) fruitful by guiding them in their decision-making.
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2. Keep the directive simple.
Years ago, a friend of mine took pleasure in receiving contest offers in the mail from Publisher’s Clearing House. Unfortunately, she lamented that entering the contest was a maze of complexity. Attach this stamp…then check this box…then initial this spot…and if you’re not going to order, then use this other form. It almost wasn’t worth the $10 million dollars she never won. Your customer should not have to work that hard. Keep it simple.
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3. Use only one call to action.
Avoid confusing your customers with too many choices. It’s likely that they are looking for something specific, which is why they landed on your website. Make your CTA clear. Ensure that it results in your customers getting whatever you promised in your copy or offer.
4. Make it positive and irresistible.
Who can resist more of a good thing? Is it free, easy, seductive, or profitable? Will it save time and money; make you smarter or richer? Offers that turn the ordinary into something extraordinary become magnets for getting people to say “Yes.”
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5. Make it beneficial.
Back to what marketing is all about. Identify and anticipate the needs of your customer. Then offer a service or product to satisfy those needs. Sweeten the deal by taking the risk out of the offer and you’ll quickly defuse objections.
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Peter Drucker said, “the aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” Your well-crafted call to action will keep the process moving forward.
To get more information and receive other no-cost special audio downloads, reports, articles, blog posts, and more, visit Ron Hequet. I cover valuable topics that every person wanting to grow their business or career needs to know. And, if you’re ready to take your business to the next level, get a free assessment from me personally at Free Business Assessment. For those wanting to build your career go to Complimentary Coaching Assessment.