A New Kind Of Call To Action
How’s your call to action? Does it get a lot of action?
Is it any good?
It’s always a little button that says “Request A Demo,” “Contact Us,” or “SUBMIT” (was the form written by a giant robot with a plan for world domination that includes collecting everyone’s name and email?). But what if it said something your prospect really wanted? What if the call to action was a tangible result? Let’s be honest: nobody wants to request a demo. And even fewer people want to “contact us.” They want what we’re offering, so why not make the button say what it is they want to buy?
This is the tricky part in marketing: the split between what a prospect wants (to buy a product) and what we want (for them to buy it from us). In a way, prospects and marketers have the same goal. But that’s no excuse to be charmless. It’s one of those small-but-huge things; involving your prospect in the marketing process. You’re presenting them with a story that ends with them buying your product or taking a demo. If you just say “Request A Demo,” you’re going to knock them out of the story and all the work you’ve done telling it will be undone. You have to keep it going: it ends with you resolving their problem.
What are you asking for?
Too often, in our own marketing efforts, we tell the prospect what we want them to do. Again: request a demo. Contact us. That’s what we want, as marketers. We might as well title an email “Open This Email, Click The CTA And Agree To Talk To Sales Or At The Very Least Receive More Emails You Will Also Open”. Not very enticing. And we already know a good email subject line has a value prop in it: “Convert Your Prospect List With Data,” or “____” or “75% Off Children’s Jackets!”
You aren’t sending out emails with the subject line “SUBMIT.”
At least, I hope you aren’t.
(Seriously, though, you aren’t doing that, are you? I’m not mad at you, but you have to stop doing that.)
Ask for results!
Knowing that a subject line with a tangible result or value prop or offer is more likely to be opened, why don’t we extend that over to our call to action?
The Call To Action can be anything. Your button can say: “Convert My Prospect List” or “Speed Up My Funnel” or “Give me 75% Off A Jacket!”. Which is the actual call to action (where the action is “Click The CTA And Agree To Talk To Sales Or At The Very Least Receive More Emails”). Again: this is because they came to you looking to convert a prospect list or speed up their funnel or get 75% off a jacket. And one simple action gets that result: clicking your button that says it will do that for them.
All you have to do is shift your perspective. Rather than tell what you want the prospect to do, tell them to do something they want to do. Then help them do it.