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All Marketing Requires a Forceful Call to Action
Published on Oct 15, 2012
Read our article, 'All Marketing Requires a Forceful Call to Action' at 'Time to Start Up,' the small business blog by BizFilings.
By Adam Toren
There’s more than one way to skin a cat, just as there are countless ways to market your product or services to an eager audience. With the economic influence of the web and the power of social media, there are more means than ever to get your message across. Whatever the outlet, all good marketing has one aspect in common; an enthusiastic, effective call to action.
Because marketing can sometimes seem as much like an art as a science, it can be easy to get caught up in the form. While great form will attract and mesmerize people, don’t forget the purpose of your marketing. You’re selling. If you lack a call to action, you may have captivated your audience, but you’re not getting a payoff. It’s like reading a story with no climax.
Getting a reader or a viewer to make an actual decision is not easy, even if you have a great product. People are bombarded with information nowadays, and they can be cynical about being deceived or pushed into a corner. Your marketing should be based on a plan to take your audience on an emotional journey. When you offer them a solution by calling them to action, you’re offering them the climax to the emotional story you’ve crafted.
Like a story, your marketing should offer some suspense. Don’t come out shooting and try to sell anything right away. How can you guide your audience to your endpoint without a setup? Become friendly with your audience and relate to them on a personal level.
You’re in a conversation with the readers or viewers of your marketing. After you’ve established a rapport, start to communicate the emotions you wish your audience the feel. Use an example to illustrate a challenge and develop the story of your marketing.
You’ve related to your audience and gained their trust. Now they will be open to your suggestions. You can ease into it, offering them a few answers at a time. By now, they’ll be approaching the end of your story. They’ll be emotionally invested and mulling things over in their minds. They’ll be at the edge of their sits waiting for an outlet for all the exciting energy in their heads.
Blast them with energy! This is the moment you’ve been leading toward and hopefully the moment they’ve been anticipating. Be forceful and confident in your call to action. Because you’ve already built trust and attention, your audience won’t mind you speaking boldly and outright selling. In fact, they’ll appreciate it. Use your call to action to ignite their enthusiasm.
Dead Marketing Versus Live Marketing
Marketing that lacks a call to action is like a dead battery. It may look like marketing, but lacks the vitality to get an audience to respond. Marketing with a dynamic call to action is alive. It communicates like one living creature does to another. Don’t let your audience down by not offering them a call to action. Instead, inject all your marketing with life.