Don't shy away from a call to action
When I look back on it now, I wonder how much consulting business I lost in my early days because, like so many sales people, I was afraid to put a call to action in front of my prospects.
OK, I admit it: Im still afraid of seeming pushy!
Thats why Ive been stalling for months on doing something I KNOW will increase my e-mail list: popping up a subscription request box when people visit my site. (Maybe by the time you read this Ill have done it!)
A Nudge Doesnt Have to be Pushy!
In todays podcast I interview Tim Paige, of Lead Pages, which has a great platform to help companies put calls to action in front of their prospects.
These folks test the heck out of everything, and the results are great! Im especially excited by their new podcast, ConversionCast, which talks about real results from experiments designed to convert more site visitors into customers.
How Can You Increase Your Conversion Rates?
Apart from avoiding the 33 Top Website Usability Mistakes I wrote about a couple of weeks ago, Tim offers this advice:
1. Make sure your website leads with benefits.
Whats in it for the customers? They dont care about how proud you are of your companys latest achievement, the depth of experience of your CEO, or what you think makes your widgets super-cool. They just want to know how you can solve their problem!
2. Have a clear call to action on the home page.
Talk about a clear call to action!
3. Start with a small request, and offer more as your relationship strengthens
The first ask can be something like signing up for a 5-part e-mail series on how to do something your customer wants to do better. Then, every 3 days, send them super-useful e-mails. In the last one, offer them something else of value, so theyll sign on for more useful e-mails.
After about 6 weeks have gone by, they will finally be ready to pick up the phone and talk with you about the super-expensive product you want to sell them.
These tactics work equally well if you are selling to consumers or businesses. As Tim put it,
At the end of the day, marketing psychology works the same way whether it is B2B or B2C
Have you seen a great call to action lately?
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