52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here on Fridays throughout 2011.
Although the Rolling Stones famously wrote that ‘you can’t always get what you want,’ you stand a much better chance of getting it when you ask for what you want. In marketing terms, that’s the ‘call to action.’ Is your horsebiz using them?
This American Express OPEN Forum article on creating an ‘unbeatable call to action’ says that a call to action is how you convince a customer to do something. It’s the ‘click here’ or ‘do this’ or ‘buy now’ command that is so compelling that a prospective customer simply has no choice but to perform the requested action.
I’d add that the call to action has to follow your very good efforts to demonstrate to your prospects (or to past customers) the WHY of the call. WHY should they click here, do this, or buy now? What’s in it for them? Have you made your offer compelling?
Here are a few questions to ask yourself as you’re designing your own marketing call to action for a brochure, ad, website, blog, or Facebook page:
- Have you gotten your service or product in front of exactly the right target market?
- Do you have exactly the right thing they’re looking for?
- Have you clearly explained what your service or product is?
- Is it priced exactly right?
- Is the call to action clear, simple, and immediately do-able?
Getting a response is a tricky prospect in today’s fast-paced, information and activity-overloaded societies. Our lifestyles don’t allow us to do everything we’d like to, plus, the ‘to-dos’ often take precedence over the ‘want-to-dos’ – leaving us to be highly selective about just what calls to action we respond to.
One tip is to keep a call to action just that – a call to one specific action. If you’ve got ‘and/or’ in your call to action, that’s a multi-phase response, less likely to get any response much less the one you wanted.
And, remember that a big call to action (buy this horse/saddle/trailer/etc.) often requires smaller ones leading up to it. Not always, but it’s part of building trust with customers who might eventually make those large-ticket purchases.
Here’s my call to action for this post:
Did this information help you in some way? If yes, please tell me how in the Reply box below.
As we begin a new year and set new marketing goals, it’s a good idea to revisit the idea of the call to action and be sure that not only are we using them, we’re asking for the specific action we want to get. And, in a way that allows the proper response.
Some trivia for Rolling Stones fans: Rolling Stone magazine named You Can’t Always Get What You Want as the 100th greatest song of all time in their 2004 list of 500 Greatest Songs Of All Time. For a pretty amazing list of ways this song has become part of the cultural zeitgeist, visit the song’s Wikipedia page. Yes, this song has its own Wikipedia page.
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