We’ve all seen call to actions that just don’t seem quite right. They either aren’t engaging, don’t make any sense, or don’t give you what you want. And at the end of the day, they lose you and, therefore, your sale.
As a business owner, you need to stay ahead of this curve. And although it may seem extra or mute to add a simple tag of “Reach out to us today,” your customers not only respond to it, but they also engage with it if done right.
However, sometimes your call to action (CTA) needs a little work. The good news is, simple changes to your CTA can have a considerable impact on how much revenue you generate from your campaign. Whether it’s direct mail or email, here are three ways to increase the chances that buyers will respond to your offer.
1. Make it specific.
Although there are exceptions, the clearer and closely tied your CTA is to the offer, the better. Customers like it when things are to the point and direct. It can sometimes feel like you’re being too straight to the point, but don’t worry — the more specific it is, the better.
If you are offering “buy one, get one free” pizzas, for example, “Buy Now!” will be less effective than “Get My FREE Pizza Now!” Let them go exactly where they need to get exactly what they want.
2. Keep it simple.
Especially when your product is more complex, it’s important to simplify. When one financial services firm wanted to sell consolidation loans, for example, its offer and call to action were,
“Complete a free online budget analysis to help us understand your unique situation.
Get started now.”
For many people, however, that offer and CTA combination is way too complicated. Budget analysis? Get started? It’s overwhelming — not to mention the entire pitch is too long.
But when the company changed its CTA to “Estimate my monthly payment,” it saw a 125% increase in conversion (source: MECLabs). Customers respond best to short, specific phrases — not long calls to action that lose them halfway through.
3. Get the sequence right.
Don’t assume that people are farther along in the process than they are. If you spring the CTA too soon, you may lose them.
Say a couple wants to buy a home. The realtor doesn’t walk up to them on day one, before they’ve even started looking at houses, and say, “Here’s your new house. Do you want a 30-year or a 20-year mortgage?” The realtor first has to build trust, show them the options, and give them enough information to select the right home for them.
The simpler the offer and the less complex the product, the earlier you can put forth the CTA. If the product is takeout, you can put it right on the front of the flyer. If it’s more complex, such as a summer cruise, you might want to save it for page two or three of a glossy, four-color brochure.
Remember, one of the keys to marketing is to draw them in and then close the sale.
We can help!
Does this spark some ideas about changes you can make to your CTAs to generate more revenue? If so, great! But don’t just wing it — let us help. Let’s test some of your ideas in your next direct mail or email campaign and see what gets the most traction.
PMI was created with business owners like you in mind. You need killer creative marketing services with a budget and professionals that work for you!
With our services, we can help skyrocket your ROI with catchy calls to actions that get the job done. Let us worry about the next catchphrase for your direct mail marketing, while you focus on the next product or service to offer.
