In creating content – whether for blogs or newsletter, we’re sometimes so close to our own project that we forget to look at it from the reader’s point of view. Humor speaker Todd Hunt must have been reading a recent Say It For You blog post about the three questions prospects ask themselves: What is it? Is it for me? What do I do? No matter what, you can’t leave that third question unanswered. “Always remember where our customer is coming from,” Hunt cautions, showing a copy of an ad from the Twin Cities Pioneer Press touting the Doyle & Debbie Show.
The show is advertised in glowing terms: Brilliant! Drop dead funny! Fall-off-the-barstool fun!
Clever, Hilarious, Wacky & Brilliant! Extended Due to Overwhelming Demand! The only problem? Nowhere is the reader told either where the show is taking place or how to buy tickets! In other words, the what-do-I-do question goes frustratingly unanswered.
“If you find that your leads and prospects aren’t taking the next step in your sales process—whether that’s buying or simply requesting more information—the problem could be a faulty or non-existent call to action,” writes Mindy Lilyquist in thebalancesmb.com. It seems obvious to let people know the next step in doing business with you, but the truth is, many business owners don’t have calls to action in their marketing. Lilyquist thinks there are two possible reasons for this omission:
- a belief that the prospect already knows what to do if they’re interested in buying or learning more
- concerns that calls to action are obnoxious and will annoy the potential customer
Calls to action don’t need to be “calls to buy – now!”. In fact, the what-do-I-do question can be answered by suggesting the reader:
- subscribe (to the blog via an RSS feed or to a newsletter)
- share (via social media)
- follow (on social media)
- download (a white paper or book)
- click to learn more (leading to more information-intensive landing page)
The what-do-I-do can be in short form (a link or an icon to click on) or a sentence or two, AdEspresso.com explains. “Love learning about…… and want to learn more? Subscribe now for weekly updates….”):
While Todd Hunt reminds us to remember where our customer is coming from, “What-do-I-dos” and Calls to Action offer blog readers options for “Where do I go from here?”!