Good marketing content is made up of several factors, we live in a busy, noisy world of marketing.
DID you know?
Depending on our job and routines, the average person is exposed to between 5000 – 10,000 ads per day, across all platforms! (this is a 2018 statistic I can only imagine this has increased)
Point is – to be heard in a marketing world you have to keep this in mind, you have to grab people’s attention in the first line – if you have got that nailed and they get to the end or even half way through, they will move on to the next shiny ad if you haven’t compelled them to take action!
You can have the best ‘first liner’ in the world, the best content, describing one of the best products, but if you don’t have a good, clear, call to action, you may lose a high percentage of your business.
CTA = Call to action = Inviting/inspiring/asking your reader to do something after reading your marketing material.
This applies to all your marketing, unless it falls into the ‘brand awareness’ camp.
If the purpose of your marketing is to get more customers or clients, then make sure your call to action is strong.
- Decide what you want your potential customer to do before writing your call to action, do you want them to call you? Visit your website? Email you? Fill in something?This will depend on the end objective of your marketing, which you have to work out first.
- Keep it simple, ask them to do ONE thing, multiple calls to action confuse or overwhelm, if you give them choices and ask them to make yet another decision, you will quite often lose them. We live in a world where people generally have decision fatigue. Sometimes people will make no choice at all rather than think about which option to take.
- Make sure you make it easy for them to take that action and that it makes sense. ONE click is best. If it is a form, just ask for the information you really need in order to give them what you promise.
- Make sure you deliver, if you are offering a free download, make sure you have this set up to go automatically and regularly check the links and things work in the back end. Under promise, don’t say the 50 free ways to get more customers if you are only giving them 5 and asking them to pay for the rest.
- Make sure any embedded links work, TEST it yourself as a user.
You can give a direction as your first few words – or you can remind them what’s in it for them, if the what’s in it for them factor is reminded it is stronger, that is telling them WHY then want to register or click or email. The examples below show different styles.
Bottom line is you know your ideal customer, you know what problems they have and how they like to solve them, use the language they would use, if you don’t then go back to the drawing board and find my other article on target audience here to help you.
Some call to action ideas:
- For more information click here
- Register today – click here
- Register today – call
- Get started now/today
- Get your free check list – download here.
- Join us for
- Join us to
- To get your XXXX join us
- To (solve XXXX) enrol/fill in/ call/ email – now
- Book a time to xxxx
- Book now
- Get in quick – book now
- Spaces are limited – register today
Make sure if you go to the trouble of leading ‘horses to water’, that there is water in the well. If you have engaged people in your marketing enough to read it, make sure they have something to do at the end that makes a connection to your service or product.
Happy content writing and remember if this is not your field of expertise be sure to engage a wizard content creator in the process. It is worth the spend to get this right.