A “call to action” that actually drives ACTION

aware-demand-covert-graphicYou have seen them time and time again.  You have probably clicked on a few of them.  Maybe downloaded a white paper or two.  I’m referring to a “call to action” – what we marketers use to make our audience do something.  Any call to action needs to be considered in the context of your marketing strategy and objectives.  What are you trying to accomplish?  Are you trying to establish awareness?  Generate demand?  Convert leads?  See my post on this topic. In this context there are three basic types of “calls to action” (CTA).

  1. Asking Permission:  getting the customer to give us permission to communicate with them.
  2. Addressing Objections:  helping the customer overcome their immediate objections to your solution.
  3. Building Relationships:  supporting the customer’s decision making process until the sale is made.

These three CTAs correspond to the different phases of marketing:  During the awareness phase, you ask for permission to communicate with your prospective customer;  When trying to generate demand you need to overcome the objections your audience has – address what is keeping them from doing business with you at this time;  Once you are trying to convert a lead to a sale, the key is the relationship you have built with your prospective customer, do they trust you.   At each stage of the process it is critical to keep in mind what our customer is looking for.

Asking Permission: At the permission stage, the customer has just learned that you exist.  You need to be focused on awareness and making a good first impression.  You only have 1 chance to get their permission to communicate with them again.  That permission can come in the form of an opt-in email subscription, newsletter, blog or whatever you have going on.  The point is…you need their permission.  Otherwise, you’re spamming them and that is bad (enough said about that.)  Why should they opt-in to your newsletter or email list?  What’s in it for them?  It is up to you to build the case for yourself.  You could offer a trial subscription, provide samples of your newsletters on your website so they can see what type of information to expect, include testimonials from happy subscribers.  Make it easy for them, and put as few barriers to registration as possible.  Don’t ask for more information that you need.  For an opt-in email list (newsletter or the like) all you really need is a name and email address, that’s it.  You can get more info later on when you have built some level of rapport.

CTA = Register for our newsletter.  Opt-In to our email list.  Subscribe to our blog (Twitter, Fan Page, etc.)

Addressing Objections: Someone will always have a reason for not subscribing to your newsletter, or not purchasing your e-book, or not hiring you at all for that matter.  Your job at this phase is to address the most common objections you hear from prospective customers.  Is it budget?  Do they think they can do it themselves?  Did they have a bad experience previously that has colored their perspective?   Take these issues head on.  Write a “position paper” explaining why they can’t do it themselves.  Create a video of previous clients who wish they had done it sooner.  You will never move a prospect forward in the sales cycle without addressing their objections honestly and directly.  Use this opportunity to reinforce your messages and benefits.  What can they expect from you?  Offer opportunities to learn more, read more, to download relevant information. Make sure the information you provide is not only about you and your company.  It needs to help them get to know you, and the best way to do that is give them valuable information that will help them solve a problem.

CTA = Read our White Paper. Download our video.  Visit our discussion forum.

Building Relationships: Making decisions can be scary.  You’re always thinking…did I make the right one?  It is so easy to second guess.  It’s up to you to help your prospective customers through this process in such a way that the only logical conclusino is to do business with you.  The best way to do that is to not “sell” them on you or your stuff. Rather build a relationship based on trust and value.  Then when they are ready to make their decision you are top of mind because you have always been there with valuable information when they needed it. You have addressed all their objections in a way that helped them understand their options better.  You acknowledged their needs and provided information accordingly.  Now you need to give them the tools to make their decision.  Case studies, testimonials or success stories from other clients reinforce that other peole have made the same decision and that it worked out well for them.  Make these visible.  Also, make yourself available for discussions, consultations, one-on-one time.  People feel better about saying “yes” to someone they have at least spoken to.  Make it easy for them to say yes!

CTA:  Case studies.  Testimonials.  Success Stories.