How To Craft an Effective Call to Action
Published in Marketing
Fewer than 25% of businesses say they are satisfied with their conversion rates. That is pretty depressing.
If you have been following my blog series on Lead Generation, you know that you need to have an offer to engage your prospects. If you missed that blog, you can check it how HERE.
The offer is basically the carrot, now what you need is the pole and string from which to dangle that well-crafted carrot and to get your prospects to act or engage.
What gets our audience to reach for the carrot is your call-to-action (CTA). When effectively crafted, they will capture people’s attention and persuading them to act.
Not all CTAs are effective or will result in action. It's important to consider what your competitors are offering and then determine why someone may choose your offer over the competition.
Once you have your offer decided, now it's time to get the word out. Here's how:
The offer is basically the carrot, now what you need is the pole and string from which to dangle that well-crafted carrot and to get your prospects to act or engage.
What gets our audience to reach for the carrot is your call-to-action (CTA). When effectively crafted, they will capture people’s attention and persuading them to act.
Not all CTAs are effective or will result in action. It's important to consider what your competitors are offering and then determine why someone may choose your offer over the competition.
Once you have your offer decided, now it's time to get the word out. Here's how:
As business owners our primary goal is to make money so we are focused on revenue, product pricing and billing of our services. To think about giving something away for free seems counter-intuitive. However, giving away something that your audience views as exclusive, scarce, or in high demand is a good way to open the door to engaging a new customer.
Returning from a spring break trip to visit family my daughter realized she had not downloaded any new movies on her lap top. Six hours in the back seat of a car, to a modern eleven year old, was going to be a strain on everyone in the car. Reading is out of the question, because she gets car sick. I grabbed my phone, signed up for a free month of Audible, bought her a book on Amazon and it was amazingly quiet for the entire trip. Even better, she loved listening to the book so much we are considering continuing our subscription.
I'm not sure I would have even considered Audible if it wasn't for the free subscription. If it is fitting for your business to give away a free trial, it is a great way to allow new customers to try your product. For a subscription service a free month is a good option, for other product companies a sample size may be appropriate.
For B2B companies deciding on an incentive is a more difficult decision. Think about your clients' pain points and what does your company offer that may help your target audience. Consider white papers or a free analysis as a means of engaging with a new customer.
Returning from a spring break trip to visit family my daughter realized she had not downloaded any new movies on her lap top. Six hours in the back seat of a car, to a modern eleven year old, was going to be a strain on everyone in the car. Reading is out of the question, because she gets car sick. I grabbed my phone, signed up for a free month of Audible, bought her a book on Amazon and it was amazingly quiet for the entire trip. Even better, she loved listening to the book so much we are considering continuing our subscription.
I'm not sure I would have even considered Audible if it wasn't for the free subscription. If it is fitting for your business to give away a free trial, it is a great way to allow new customers to try your product. For a subscription service a free month is a good option, for other product companies a sample size may be appropriate.
For B2B companies deciding on an incentive is a more difficult decision. Think about your clients' pain points and what does your company offer that may help your target audience. Consider white papers or a free analysis as a means of engaging with a new customer.
