Are your calls-to-action assertive or alienating? Persuasive or perplexing? Intriguing or intrusive?
If you’ve successfully engaged your audience with your
marketing pitch--whether in a flyer, letter, email, online offer, or print
ad--you need to make sure your promotion follows through on that interest and
generates a response. The way to do that
is through an effective call to action.
How do you make sure your market responds to your
marketing? What makes a call to action
effective?
Visibility. First and foremost, it must be seen. It should be surrounded with plenty of white
space. It should be eye-catching. And it should appear in type that’s approximately
20% larger than the content text. If
your readers can’t see it, they can’t RSVP it.
Accessibility. Don’t just tell your readers to contact you. Use action verbs (click, download, call, sign
up, learn, order, mail, reserve, read, subscribe) to give your sentences more
power and your readers direction. Then,
provide the resources they need to take action.
Include a toll-free or local phone number, link or personalized URL, QR
code, etc.
Accountability. Set expectations for your market and identify
your organization’s responsibility. Make
it clear what your clients or prospects will get by contacting you. Don’t just ask them to “Enroll today.” Invite them to “Enroll today to save 30% on
your membership fee and access the same training, support, and motivation that
3,000 professionals experience every year.”
No single call to action will work for every
promotion. Each call will be shaped by
the promotion’s target, tone, and offer.
The key is to give your audience everything it needs to make an informed
decision and act on it.
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