Imagine, for a moment, that you had a yogurt company.
Maybe you put some nuts on the top and cram some mushy strawberries in the bottom. It’s whole-grain, grass-fed, gluten-free, vegan, whatever…
Your dad was a yogurt man, just like your grandfather and your great-great-grandfather (back when they spelled it “yoghurt”).
Can you picture it? You’ve put your life into this yogurt and are ready to take it to the market. You’re ready to put it on the shelves and watch people shovel it down their throats and rake in the curdled profits.
So you put together a strategy…
You want to reach out to grocery stores (a.k.a. B2B) to stock your yogurt on their shelves. Cool. Sounds good so far.
You hop on the phone, make some phone calls, and get some orders.
Bam! High five your dog – you got your first order.
Next, you want to reach out to the world and tell them to go to that store.
So you put together a sophisticated ad campaign, work out your targeting (within 10 miles of the store, affinity for healthy digestive systems, the whole deal).
What would your ad copy say?
“Go to ABC Grocery”
You want people to go that store and just figure it out right? When they walk in through those sliding glass doors and gaze upon the 10’s of thousands of options staring back at them, and just hope and pray that they buy your product.
No, of course not.
What good are your ad dollars if you’re only advertising that store? You are getting customers into the store, but you are not giving them a specific call to action.
You are not telling the exactly what to do and specifically where to go.
This is what it’s like to send paid traffic to your website
What the heck do you want people to do on your website? Do you offer multiple products? Are they clearly labeled and marked? Is it clear what you want people to do?
What should they do first, then 2nd? What action do you really want them to take?
One reason I love paid ads and dedicated landers is that you can be super specific. You can adjust your copy in your ad and your landing page to tell them exactly what to do and what will happen next.
For our yogurt company, your ad would want to include:
- What store to go to
- What section of the store it’s in
- A picture of the product so it looks familiar when they see it
- A $$$ off coupon so they take action
One of my favorite, real-world examples of specificity is on the book “The Invisible Selling Machine” (link) by Ryan Deiss (CEO of Digital Marketer)
Check out the back cover:
You can’t get any more clear or specific than that call to action: READ THIS BOOK.
In marketing, you might want to try this tactic on a call to action in a video:
- Tell them to click the “add to cart” button below with a picture in the video of the actual “add to cart” button.
- Tell them exactly what will happen next, “Once you click that button, you’ll go to a page that look like this [insert pic]. From there just type in your credit card information and you’ll be all set!”
- “After that, you’ll get instant access to our product on the very next page. No waiting, no funny stuff…” (Or whatever your process is.)
This also works in your email marketing…
When someone joins any email list that I manage, I typically have a welcome email that tells them exactly what to expect, and exactly what to do next.
I’m not being cute here, I literally say, “Here’s what you can expect…” and then spell it out for them. I lay out the frequency and type of content I’ll be sharing with them, how to stay in touch, etc.
Later on in that email I tell them, “Here’s what to do next…” and literally spell it out, patiently, step-by-step. Follow me on Social, read a blog post, watch a video.
You don’t want to leave it to chance that they will respond to your call to action. If it’s unclear, they bounce (leave) your page and/or do NOT do what you wanted them to do.
Don’t treat your visitors, customers, and subscribers like children, but be very clear and specific. It’s far more dangerous to just assume they will take the action you want them to take.
I added a call-to-action in my welcome email that just encouraged people to join my Facebook group and the engagement and membership skyrocketed.
How are you specifically working with your audience? Where can you add some more clarity and specificity in your calls-to-action and directives?
Let me know in the comments.