July 27, 2010

Did you know that printing a map from a recipient's location to yours can increase direct mail response significantly, despite the fact that nearly anyone can download their own directions in seconds? Why?

Although the technology is relatively new, the concept is old. In marketing terms, it's called a strong “call to action,” in sales terms it's called “closing the sale,” and in plain English it's called “getting what you want.”

Simply put, you can talk a blue streak about your market differentiation, hire someone to write cute and pithy jingles, and pay premium dollar for graphics that POP, but if your call to action is weak, customer response will be too. Likewise, a strong call to action motivates people to do what you want them to do, which translates directly to positive results.

To help you get better results from your communications, here are eight tips for preparing a powerful call to action:

1. Understand your audience. This is basic good policy for any communication, but it bears repeating. If you understand what motivates your audience, you are better positioned to motivate them.

2. Determine your purpose. Decide what you want your audience to do as a result of your communication. For instance, if you are selling a product your long-term purpose might be “to increase sales,” and the short-term purpose of a specific communication might be “to entice the recipient to visit our website and sign up for our newsletter.”

3. Make it actionable. This may seem obvious, but it's important: Statements such as “We think you'll enjoy this event,” “You'll love our product!” and “Once in a lifetime opportunity!” are not actionable. In order to be effective, the call to action must be something the recipient can DO.

4. Be specific. Statements such as “Get in touch with me,” “I hope you will consider my comments,” or “Call me” are weak because they are vague. “Call me tomorrow morning,” “Vote Yes at the polls tomorrow!” and “Attend the meeting at 8 am Thursday,” are much stronger.

5. Target effectively. Don't send emails to another continent with an invitation to luncheon tomorrow, and don't ask teenagers to attend informational meetings about financial services. Knowing your audience is crucial in making requests that make sense to your recipients.

6. Offer motivation. “Buy sixteen pairs of Sports-Ever hi-tec polymer socks tomorrow at Athletics Always on Trade Street” may be actionable, specific, and maybe even targeted, but it's not very motivating. A motivating call to action gives the recipient something they want in exchange for their response. For instance, an event may offer a free educational opportunity, a text may give them an opportunity to win prizes, a link may lead to an article about a topic of interest to your recipient. Again, knowing your audience is invaluable here.

7. Woo, don't demand. Marketing is a lot like dating. If you walk up to a guy or girl you just met and propose marriage, you're likely to get a poor reaction. Likewise, a call to action should woo the recipient, asking them to do something simple and attractive (like going to the movies on a first date) that may eventually lead to something bigger.

8. Make it easy. The map is an excellent example of this concept. In a culture that doesn't like to have to click twice to access information, an effective call to action must be easy to answer. Electronic messages should include multiple, easy-to-distinguish links, questions should be clearly stated, voice mails should contain clear contact information repeated at beginning and end. The more easy opportunities you offer for complying with your request, the better your response will be.

The next time you leave a voice mail, send an email, or compose any type of communication, take some time to analyze your call to action. Apply these tips, then tell me (link) how it improves your success.