As the old saying goes, you can lead a horse to water, but you cannot make him drink. How many times have you heard that saying? When you hear “call to action”, does it conjure thoughts of having to convince people up to the last minute, only to have your efforts fail and then deflate your motivation to even begin again? It can definitely be downright frustrating. It happens all the time, you put in all the time, effort and attention to the details, only to come up with a whole lot of nothing.
When it comes to digital marketing, running campaigns on social media or even creating videos… I hear this all the time from the people I start working with. They say, “I feel like I’m creating content, just for the sake of creating content” or often times I’ll hear, “I spent all this time, put together an entire offer, posted it and then… crickets”.
The real problem here is one of the details. A lot of business owners and online marketers focus on the big issues. They focus on saying the right things at the right time. They’re talking about using the right content and network of influential people. This is all well in good. They’re on the right track. They’re doing the right things, but the problem is they’re so focused on making sure that they go through their content quality checklist the right way, that they ignore one very important factor. It turns out that this is the decisive factor.
Be specific and make it personal. The ad copy and messaging should land on someone’s lap and make them feel as if you wrote it and sent it directly to them, because you know EXACTLY what they need and want. I can’t say it enough. Most business owners and digital marketers fail, simply because their intended audience or prospective customer didn’t understand what it is they were really getting out of it and a confused mind never buys. I don’t mean, they didn’t comprehend the offer or deal. Or that they couldn’t list out “what’s included”. What I’m referring to here, is they couldn’t relate to how their purchase was going to impact, change or better their life, on a personal, deep level. Their audience couldn’t answer the biggest question of all when it comes to conversions online… “What’s in it for ME?”.
If you fail to call a person to action, the right way… you wasted all that time, effort, energy and money getting that person to pay attention to you in the first place and to believe in you, your product or service and your brand. It simply goes up in smoke or, if you prefer, you flushed it down the toilet. Regardless of the analogy, it’s all a waste. Really, it’s a waste! The sad fact is that too many business owners and marketers fail at the most crucial time. They fail to get the person that’s reading their content to take action, by not building the bridge to the RIGHT reasons.
Don’t get me wrong, I’m not saying that they did not try. I’m not saying that there is no absolutely no call-to-action text there. Unfortunately, when we study their call-to-action text, they might as well have left it out. Why? Most of the stuff lacks imagination, or more importantly inspiration. Lacks that emotional connection and people are far more likely to actually take action from the emotional Limbic System part of the brain, it’s science and it’s a fact. You tap into that emotion and you’ll start to see a completely different spike in conversions you didn’t know was possible.
First thing to consider, when you say, “Click here, visit my profile page, check out my profile page for more information, click on the link to find out more.” You know what? People don’t care about that stuff. They really don’t, because they’ve seen that so many times before and when they see that they blank out. We’re all immune to that kind of templated jargon. It’s as if, you did not write that text; those words did not appear on the screen. They’re completely blind to it. Instead, you should focus on writing effecting call-to-action on your reverse engineered, high-performance content. What is this type call-to-action? Again, it has to be specific to the content and personal to your potential customer, answering “what’s in it for me?”. You can’t keep copying and pasting, click on the link or check my profile. That doesn’t work.
Second, you have to get the reader excited about the content that your sales page and sales funnel contains. You’re going to be making promises. You’re going to be speaking to people’s fears, needs, and a sense of inadequacy. In other words, you are going to tap into psychological needs here, that’s why you have to be as descriptive as possible. You can’t just go through the motions or spit out boilerplate text that is all too forgettable.
You have to speak to the needs of the reader. If you are able to do this, you are able to speak with authority. Why? Most of your competitors are simply going through the motions. They’re just going through a list, then they are just cranking out generic texts and it’s really not having much of an impact. It’s just a waste of time. It’s like talking to somebody who’s flapping his/her lips and not much of anything is going on. That’s how pointless it could be.
You are capable of so much more. You’re capable of much better results and that’s why you really have to speak to the needs of the reader. By various tactics of surveys and really initiating a dialogue with your audience, you are in the best position to understand what the needs of your potential customers are.
Use that information. Use that position to come up with a message, a video or a campaign, because your product or service, your brand and your offer will resonate with them on a newfound level and pay off tremendously. It really would be a shame to work this hard to get people to your page, your sales funnel or your site only to drop the ball at the very last moment.
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