The aim of marketing is to support customers through their buying journey. Therefore every single piece of marketing should have a call to action that leads your customers on to the next step. If you're not clear on why, read my previous blog, "Have you planned your customer's next step?"
Crafting an effective call to action is easier said than done. Here are the three things to keep in mind:
"I need to work out what my 'killer message' is".
The myth of the "one killer message" still runs deep across a lot of business advice, especially online. And if you sells something that would be considered an impulse purchase, then it might be true that you could create one emotive message that would compel people to buy on a whim.
However, most of the businesses I work with do not sell impulse buys. In fact, more often than not, they sell things at the other end of the buying spectrum: "considered purchases". If your customers will take their time to think about their decision before they buy then you sell a considered purchase. And your customers will therefore need a number of different messages to convince them to buy.
That's not to say that marketing messages are no important - on the contrary! Creating and honing marketing messages is always a valuable strategic marketing exercise. That's why I've picked out a few of my favourite blogs on the subject from my archive and from the Watertight Marketing blog.
A strong emotional connection with your customers encourages loyalty and boosts sales in the long term. But how do you do it? Here are a few great posts on building an emotional connection with your customers...
Are you serving up a logic sandwich?
Despite what many marketers will tell you, there is no "killer message". The messages you need to put in front of your customers will be different depending on where they are in the buying process. Bryony Thomas explains what to say and when...
The answer is both, but at different times of the sales process.
I’ve talked about the sales funnel before, and about how a deconstruction of the model forms the backbone of the Watertight Marketing methodology (in which I am Accredited and licenced). But when we start talking about logical and emotional messaging in marketing, it’s imperative to understand where in the sales funnel your buyer is at the moment that they encounter your message.
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