Read this article or you’ll be losing money!
Now, is that a great call to action? It might be.
If you’re now reading this sentence, it just might have worked.
Today and next week in our Tactics section, we’ll be talking about these every-page-all-important calls to action, and how you can compel your customers to buy and call.
What is a Call to Action?
“Click here next.” Simply put, calls to action create incentive to continue clicking through the website. If you’ve written great copy, and you have the customer’s attention, the next question they’re asking themselves is, “I am interested, but now what do I do?” So you have to make it simple, visible, and crystal clear what they should do next.
Limited choice is a good thing. One thing that even we get tangled up in is too many choices, and we’re guilty of it too. Over the next few months, watch Think Around Corners change the way it looks. We’re working at our website right now and saying, “God, why did we do that?” So don’t get discouraged if you don’t know where to begin. Keep reading!
A quick example: compelling text.
Let’s say you came to 3 different websites and saw three different buttons: which would you choose?
The first button is pretty standard. The second button is better, since it describes what will happen. But the third button speaks to value (or need or want or benefit), and that’s where you want to go with this whole Call To Action thing. Using creative text is key. Speak always to benefit.
Why is a call to action beneficial?
Reduces customer confusion. Without calls to action, the reader is confused. You’ve created a great page, and people are interested. But you have to do more than that. If you don’t spell out the call to action, customers don’t know where to go next.
Or, at the very least, less likely to know what to do next. Sure, you could leave out calls to action, but that’s not really a good practice isn’t it? Even though it might be obvious to you, it might not be that obvious to your customers. And even though your next call to action might be obvious, isn’t it better to give choices and ‘lead the customer to water’, every step of the way?
Combine calls to action with incentive: Does it work? Just look at late night infomercials. Late night infomercials are great; we love to watch them because they are so strangely compelling. Why? Because they combine calls to action with incentives. You know what I mean,
- “Call in the next 15 minutes and we’ll give you a FREE set of steak knives! Hurry, supplies are limited!”
- “Why your household appliances might just kill you… tune in at 9.”
(Calls to action in red, incentive in green.) OK, these are silly examples, but it does show you how you might already be affected by calls to action. And you don’t have to be that insidious or ridiculous to increase sales or calls from your website.
The Sham-Wow: glorious call to action at 1:20 min:sec. Watch the video above for a great example of an infomercial in action. At about 1:20, you’ll see the call to action kick in. Note the incentive built right in at the call to action!
Next week in our Tactics section…
Next week we’ll be sharing with you even more calls to action information, specifically…
- THE 10 great steps to calls of action,
- 10 reasons why your customers don’t see your calls to action.
OUR CALL TO ACTION TO YOU, RIGHT NOW.
If you’re reading this, be the FIRST CALLER to 203.297.3372 and we’ll review YOUR calls to action on your website, ABSOLUTELY FREE! Hurry, only the first caller will benefit from this incredible offer!
But wait! There’s more!
Be in the first three COMMENTS on this post and you’ll receive our white paper, “5 Great Examples of Calls to Action” – absolutely FREE! These are real examples of what TAC has done with past clients, and not obtainable any other way.
Comment or call now!