In this article, we explore Marketing Call to Action – and the reasons you MUST tell your audience what to do next!
It is common for some people to wait for others to initiate action before getting involved themselves; both in their personal and professional lives; and it most definitely impacts their buying decisions, and willingness to find out more or take a step closer towards the sale when it comes to to those businesses they are interested in.
Instead, they get so far, only for the body’s natural protection and energy saving modes to set in, where they’ll tell themselves, “ahh, I’ll look later” or “hmmm, I’m too busy at the moment”, or “it’s probably not right for me anyway”.
Typically, that’s what people tell themselves, but actually, these are some of the real reasons:
- People fear taking the wrong action:
Some people may be hesitant to take action on their own because they are afraid of making a mistake or doing something that could make the situation worse. They may feel more comfortable following someone else’s lead or being directed on what to do. - People can lack confidence: Some may be hesitant to take action without being prompted by someone else. They may feel more comfortable following instructions or being guided by others.
- Some Procrastinate: They delay taking action until they are forced to do so. When someone asks them to take action, it may provide the necessary push to overcome their tendency of procrastination.
- They may have a passive personality: Some may be more comfortable letting others take the lead, and prefer to follow the direction of others.
- Social norms: People may feel that they are being respectful or polite by waiting for someone else to take the lead.
- They have a need for guidance: Some individuals may feel lost or unsure of what steps to take next. When someone asks them to take action, it may provide them with a clear direction and guidance.
- Fear of failure: People may be afraid of making mistakes or failing. They may feel more comfortable taking action when someone else is directing them, so they can avoid the responsibility of making decisions on their own.
WHAT MARKETING CALL TO ACTION SHOULD YOU CONSIDER?
Every time you market your business, you should be adding a call to action, and that marketing call to action will align to how far into the buying process that individual is.
SUBTLE MARKETING CALL TO ACTION (CTA) – Where a relationship is not yet in place
If someone has only just found out about you, your call to action will be quite reserved, e.g.
a) “What do you think?” – This CTA invites the prospect to share their thoughts or opinions on a particular topic.
b) “Consider this” – This CTA encourages the reader/viewer to think about a particular idea or concept, without necessarily pushing for a specific action.
c) “Imagine the possibilities” – This CTA invites them to think about what could be possible with a particular product or service, without necessarily pushing for a sale.
d) “What if?” – This CTA encourages them to consider a hypothetical scenario or situation.
e) “Explore the idea” – This CTA invites the viewer to think about a particular idea or concept in more detail, without necessarily pushing for a specific action.
MARKETING CALL TO ACTION (CTA) THAT BRING THEM ONE STEP CLOSER – Where they are starting to form a relationship with you
f) “Try for free” – This CTA encourages the audience to try out a product or service without committing to a purchase, with the implication that they will be able to make a more informed decision.
g) “Discover more” – This CTA invites the prospect to explore more about a product or service, without necessarily committing to a purchase.
h) “Join our community” – This CTA encourages the audience to become part of a larger group without necessarily pushing for a sale.
i) “Request a Demo” – This CTA encourages them to try out a product or service before making a purchase, with the implication that they will be able to make a more informed decision.
j) “Download the free guide” – This CTA allows you to provide value, but in return, capture data that you can nurture over time.
MARKETING CALL TO ACTION (CTA) FOR WARM LEADS – They know you, like you, trust you, and probably need you!
k) “Sign Up” – This CTA is often used to encourage your audience to take a significant step forward, either signing up to your offering, or signing up to a meeting with you.
l) “Get Started” – This CTA is often used in software, app marketing, or online business models, to encourage them to begin using a product or service.
m) “Buy now” – This CTA is designed to encourage your prospect to make a purchase immediately.
n) “Order today” – This CTA emphasises the urgency of making a purchase right away, with the implication that the product or service may not be available later.
o) “Limited time offer” – This CTA creates a sense of urgency by emphasising that the product or service is only available for a limited time.
p) “Shop now” – This CTA encourages them to browse through products or services and make a purchase.
q) “Get yours now” – This CTA emphasises the importance of acting quickly to secure the product or service before it’s gone.
IN SUMMARY
Direct sale Marketing Call to Action can be effective in situations where the goal is to generate immediate revenue or drive conversions. By using urgent language and emphasising the need to act quickly, marketers can create a sense of urgency and encourage viewers to make a purchase. However, it’s important to balance direct sale CTAs with other types of CTAs that focus on building relationships and establishing thought leadership. Overuse of direct sale CTAs can lead to a sense of pushiness or aggressiveness, which can turn potential customers away.
BUT WHAT EVER YOU DO…
Ask your audience to take action!
