The Danger in Using a Call to Action That…Isn’t
Nine weeks ago, I promised you a list of the top 9 mistakes
marketers make in their copywriting.
Each week you’ve received one including:
- Failing to seize the prospect’s interest in an attention-grabbing headline;
- Neglecting to tell stories that involve and captivate the audience;
- Using copy space to talk about how great the advertiser is, instead of communicating to prospects about their interests;
- Not taking time to get prospects emotionally invested by selling to their concerns;
- Focusing on features and benefits as the primary tool for persuasion;
- Glossing over the fact that prospects need a solid “reason why” to buy your product;
- Relying on ambiguity instead of specificity to precisely pin down and appeal to your target audience;
- Not being upfront and brutally honest with prospects, and
- Refusing to capitalize on the power of social proof through testimonials.
Now, I also promised you 3 bonus tips.
Here’s the first one: USE AN EFFECTIVE, COMPELLING CALL TO ACTION.
What does that mean?
Well, let’s start with what it doesn’t mean.
It doesn’t mean:
- Begging for a sale
Example: “We’ve been growing our subscriber base for two years and need your help. Sign up today and we’ll give you a 25% discount on any single item in our online store. Click here to subscribe now.”
- Bullying a prospect into buying
Example: “If you’ve been hurt in an auto accident, call Lawyer 4 U. Don’t let the person responsible for your injuries get away. We’ll get them for every penny they owe you. Make them pay. It’s your responsibility. Call 555-5555 now.”
- Deceiving a prospect into buying
Example: “Stop in today to receive your FREE gift!” (Fine print: “With any purchase of $35 or more of last season’s product.”)
- Being passive or apologizing for asking for the sale
Example: “If you’d like to see more information about our company before contacting us, visit our website at www.toopassiveforyou.com."
An effective and compelling call to action DOES mean confidently and respectfully asking for a sale while providing choice incentives to secure those “shy” yeses one at a time.
Example 1: Test-drive our Elite Membership for 3 months absolutely FREE and discover little known secrets to more effective sales training that won’t waste your time and money on antiquated techniques that don’t work. Click here to sign up.
Example 2: Call before December 30 th to take advantage of our winter sale on privacy fences. Refer a friend and get an additional $75 off!
Example 3: Sign up as an affiliate today and receive a FREE copy of my new e-book, “Search Engine Optimization Secrets Revealed.”
Not only is it okay to ask your prospects to take action, you ABSOLUTELY must ask them. Otherwise they’re left twisting in the wind and you’re resigned to hoping they’ll read your mind, figure out what you want them to do next, then actually do it.
Remember, dealing with prospects is a lot like dealing with children. They take you literally and if you don’t spell it out…well…you’d probably rather NOT see the result. You know I’m right. Just think about the last time you told your 12-year-old son you wanted the bathroom counter so clean you could see your face in it and he put a mirror on it. Prospects will do the same thing to you every time you neglect specificity in your call to action.
Quick Tip: The most effective calls to action include a bonus, deadline, limited quantity notification, guarantee, trial period, free upgrade, penalty for not responding quickly or other strong incentive(s) to act right away.
To do anything less is to succumb to the temptation of a superficial call to action; and the only thing it will “call” your prospects to do…is find a trash can.
Next week we’ll discuss how FREE bonuses can help you clinch the deal with less work in less time.
Committed to your marketing success,
Lina Penalosa
June 7, 2005
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