A Clear Call to Action Get’s the “Yes”
This blog entry was posted on August 29, 2009.
The most important thing in any offer is that it be clear and concise. There is an old marketing maxim is that “a confused mind always says no.” Too many choices or a weak call to action and your website visitor will say that’s interesting and simply move on.
Remember that most people on the Internet don’t read everything on the page, they scan. Attention spans are short. You need to capture the attention of your visitor, get them interested and then follow through with a clear and compelling offer.
Most of your competition may have an interesting ad, present good information, some benefits but they don’t ask for a direct and instant response. They may get the reader interested, but they don’t follow through with the 1-2 punch to close the deal.
People are not looking to buy your products or services. They buy the solution to their problem. They are after results. They are thinking “what’s in it for me?”
The 3-step sales process for a web page:
- Headline: Grab their attention a with compelling and benefits driven statement. Don’t be afraid to make it entertaining. Give them the promise of something good to come. Hook your readers with the promise and then close the deal with your content.
- Content: Readers are there to solve a specific need or problem that they have. Give them the information they want and avoid unsubstantiated marketing hype. Format it for scanning with bold, italicized or bulleted text. Use strong action verbs and a confident tone. They need reassurance that your solution will work for them.
- Call-to-action: This is the most important aspect of your page. Tell your visitor what you want them to do: buy, register, call or sign-up. Don’t make them hunt for your call to action! Make it clearly visible, preferably above the fold. Never give more than 3 choices or options or they will not make a decision.
Remember, “A confused mind always says no.”
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