Buy The Left Sock, Get The Right One FREE!
It seems every small business has sent out some form of direct mail; a flyer, or a newsletter, or has had a landing page on Google. How often have you seen these items, had a glance and thought “well that looks good, I’ll store that in my mind” and never recall it again?
Chances are these were missing the “call to action”.
Writing my own promotional materials this week, it dawned on me how cliche so many of these sound. You have your “Call now for an obligation free quote”, or your “Click here to discover the secret to burning fat whilst sleep walking”, or even just “contact us for more information”.
What should your call to action say?
1. Tell the customer to get in contact with you (duh)
2. Tell the customer HOW to get in contact with you (email us, click here, call 1800…)
3. Offer them an incentive to do it (first chapter is free)
4. Stipulate a timeframe for them to do it in… (offer ends February 2009)
Now make this phrase about THEM! Avoid using words that sound laborious, like “learn”. To a customer, statements like this, as well as “to get more information” make them think of a encyclopedia being FedExed to their lap.
Avoid cliche’s like “unlock the secret”, which sound fraudulent.
Can you make your call to action fun? How about…
Ballroom dancing lessongs: “Come along and wear red in any Tuesday in March and get your lesson FREE”
Whatever it is, think of the benefit to your customer…
Web Designers: “Email us your details for a free assessment of your websites functionality, and discover how you can improve traffic, rankings and sales”.
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