Zable Fisher

Don’t Make This Costly Mistake – Include a Call to Action in Every Communication

Posted August 19, 2013 by Margie Zable Fisher

Did you know that almost every business makes this mistake – and it costs them countless sales?

What is it?  The answer:  not including a call to action in every communication.

Definition of Call to Action

A call to action is a way for people to interact with you and your company in a way that gets them more familiar with your products and services.

Typically prospects will provide contact information in exchange for getting something from you. Prospects are then added to your email or snail mail list, and you can continue communicating with (and marketing to) them.

What Makes a Great Call to Action?

  • Urgency – Includes limited time offers, deadlines or an implied urgency that people are missing out on critical information or deals if they don’t act quickly
  • Value – Make sure the offer is valuable to your target market, whether it’s important information or a discount on a product or service
  • Free – Most people can’t resist getting something of value for free, and will exchange their contact information for a newsletter or e-book they think will help their business or lives, or a coupon or discount offers where they can save money
  • Images – Make your Call to Action stand out, by using items such as buttons, bright colors and format breaks

Examples of Calls to Action

1. Newsletter Sign-Up

Here is the “Pop Up” newsletter sign-up Call to Action that shows up when you go to my Website.

newsletter pop up

 

2. Free consult

I include this in my LinkedIn Headline.  You can see it and get more info in my article in Small Business Trends, The 5 Essential Elements of an Optimized and Useful LinkedIn Profile.

3. Discounts and Coupons

Did you know that, according to research from ExactTarget58% of Facebook users expect to receive discounts or promotions when they ‘like’ a business page?

I say:  Give ‘em what they want! Here’s an example:

Like Hockey Stick Outlet on Facebook and get 5% OFF your next order!

hockey stick like offer

4. Free report or e-book

On the landing pages for each of my information products I offer a free “taste” of the information that I sell. Here is what I currently offer on the page for my Special Report on How to Sell Your Products to Target:

time out report

Where Should You Put Your Calls to Action?

As stated above, you should include them every time you communicate with customers and prospects, including:

  • Website
  • Blog
  • Newsletters
  • Social Media Profiles (LinkedIn, Facebook, Twitter, etc.)
  • E-Mail Signature Lines
  • At the end of every article and blog post
  • Pay-per-click Ads

So to sum up, you can increase the number of prospects and sales you make in one simple way — by including a call to action in every communication. Take the time to do this, and your business will thank you!

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