Customers … why won’t they simply do what we want? This would make direct mail marketing a lot easier, wouldn’t it? It isn’t that simple, unfortunately. Within today’s climate in marketing—with so many options, brand messages and technological devices overwhelming the senses—it is more difficult now than ever to get prospective customers to do anything, not to mention what you want them to do. Below are 6 steps to creating solid calls to action which will resonate with and push customers to take the following steps to engagement.
Prior to considering your call to action and what it’ll look like or what it’ll say, consider what you need the call-to-action to do. What do you want customers to do first? And second? And third? Do you want them to order? Is it an invitation? Prepare the message hierarchy accordingly in order to move customers through the mail piece, as well as drive to conversion.
Perform Your Research
Again, before putting words in print, spend some time in the mind of your prospective customers. Understand what really compels them and what’ll move them. Discover the “higher order benefit,” that emotional reason they’ll conduct business with you. What are they searching for? Financial security? Peace of mind? Trusted partner? It isn’t merely your service or product they are purchasing, yet the emotional hook.
Knowing customer triggers might require research. As you understand what’ll motivate them, your capability of crafting a message permits you to more effectively reach them and comprehend not just what they want, yet how you can encourage action.
Make Call-to-Action a Call to Arms
As you have outlined your strategy and know your audience, it is time that you integrate a solid call-to-action within your marketing piece. Do not be passive. Here is the key word: “action.” Request what you want, yet most importantly, inform your customers what is in it for them.
“Do you like Free Prizes? Like us on our Facebook page!”
“Find your design style! Discover entertainment tips, decorating ideas, and assistance for you following project. Follow Us!”
One other effective method of connecting to your customers within your call to action includes calling them by name. Personalization will help slash through the clutter. The NFPA (National Fire Protection Association) efficiently uses last and first name personalization on postcards in order to encourage attendance at conferences and seminars, and reinforces why it is important to attend the event.
Keep It Simple
Make what you are asking customers to act on easy. If the following step to get them involved is overly complex or not readily apparent, you’ll risk losing them before they’re able to take action.
Do not forget that simplicity will apply not just to the messaging itself, yet also to the destination. For a QR Code, your site or landing page has to be mobile-optimized. If you get individuals to scan the QR Code, yet they must wait for a non-mobile web page to load, you may as well wave them bye-bye.
As you have requested that customers do something, what is next? How will you move the activity along in order to get a sale or develop another opportunity for engagement? On the back end, make a secondary call-to-action. Include “call now” or “buy now” buttons so you can close the sale. If you have an invite, permit them to RSVP. Must they contact you for more details? Enable them to contact you from the mobile-optimized landing page. As you have gotten them to take action, what will you do to push customers to the following level? Include that as a portion of your hierarchy as aforementioned. As you get them, do not lose them!
Adapt, Measure and Test
If possible, test and measure. If that does not work, continuously play with all elements. For example, QR Codes even can be more personalized through black-plate changes, and make them more relevant to certain customer groups. A few “mechanisms” might not work now; however, as acceptance and technology increases, the tactic also will. See what will work then apply that to your next program.