You clicked! Welcome!

Please keep reading. The text below is almost the same as the text in the email.

That’s because this week I’m writing about why you responded (or didn’t respond) to the CALL TO ACTION at the top of my email.

(A 'call to action' is where you tell people what you want them to do next - a direction you want them to go in. Phrases like 'learn more', 'buy now' or 'click here' are all calls to action).

Why did you respond to the call to action?

It's really important to think about this question: why did you respond that call to action? 

You may have responded because you have confidence in my promise to deliver 'something interesting about your business'. Or you may just be curious. Or if you’re on a mobile, your finger may had slipped! All of which are reasonable. 

But consider those people (and I’m guessing it’s quite a few) who didn’t follow that prompt in the opening line of my email. Why did they do that? What causes people to ignore a call to action?

Think about the 'calls to action' used by your business.

How often do you give your customers (or potential customers) a clear indication of the direction you want them to go in?

You know - like 'Book now', 'Ask me a question', 'Sign up here' and the like. These could be on your website, your Facebook posts, your paid ads or in your premises.

Don't be afraid of presenting a strong call to action. People respond well to being given clear direction.

But...

Like the call to action at the top of this email, your message may be ignored by many people if it appears in the wrong place. 

If I had written my entire email with the sole purpose of persuading you to click on my call to action, I would have presented that option towards the end - not right at the start. 

My email would have given you lots of good reasons for following my call. I would have aimed at winning your trust and helped you to see the value in clicking that link.

Save yourself time by using the right call to action.

Are you shouting BUY NOW! at everyone passing your website or your social media account?

('Buy now' can be written in many different ways, all of which are asking someone to make a commitment, even it's just agreeing to receive an email from you).

Saying 'Buy now' is fine - but to be really effective, it needs to come at the right time. It should come after you've stoked interest and built trust. 

If the first message I see from a business is 'buy from me', it probably won't work. The reasons for that could be:

  • I don't want that product right now.

  • You've made me interested in that product, but I don't know if you're the best person to buy it from.

  • I do want that product, but I've only just started looking for it so I have no idea who it's best to buy from.

  • I'm looking to buy, but right now I trust another business more than I trust yours.

People buy based on trust.

Whether they're buying from a small business like yours, or a global brand, people buy because they trust that they'll get what they want. 

So how do you build trust? That's for next week's email.

Here's a final thought - the internet has changed how we shop.

Before spending their money, people like to research the products and businesses they buy from. They might not think of it as 'research', but that's what it is. 

In the old days this research may have involved reading brochures, visiting shops, asking friends and family for their opinions and the like.

Today much of that research is carried out online. Through websites, social media and the like.

If someone was researching your product or business, what would they find out online?

And would it help to build trust?

Until next time,

Andrew

PS Do you know someone who might benefit from reading my emails? Feel free to forward this on to them. 

PPS If there's a 'hot topic' in digital marketing that you'd like me to write about, please let me know.