A common mistake that people is failing to issue a clear call to action on marketing material. This is once again true for both online and offline marketing material. When you have managed to attract the attention of customers the next step is to get them to act.
In other words, you want to encourage the customers you attract to click, buy, phone, send or visit. Of course, “buy” is the cream of the crop among actions.
Earlier we discussed the fact that marketing and public relations have blended into mark-pub-cust-serv. Now you can have a link on a website that promotes a product, makes it easy for customers to navigate and makes it possible to sell something to a customer. Click this! C’mon…follow me!
A call to action is really you pretending to be the Pied Piper. Do you remember that story? The piper would play his flute and people would line up behind him to follow him wherever he went. The Pied Piper had the Law of Attraction down pat. Make upbeat beautiful music and make it easy for people to follow you, and that is exactly what they will do.
Think of your calls to action as Pied Piper impersonators. Convince someone to click or listen or attend or visit or send and you can lead them right to your products and services. Now you know that there are official rules about calls to action. These rules reflect information gathered by psychologists, social scientists and marketing experts who study consumer behavior. The Law of Attraction says you must focus on what you want to achieve and it will come to you. The Law of Attraction marketing strategy says your calls to action must be focused in order to convince customers to… you got it… Act!
Here is an example of call to action link on Jim Cramer’s Mad Money website at http://www.cramers-mad-money.com.
Here is another call to action example found on the Herbalife website at http://www.herbalife.com. These two examples are show to give you a good idea of how a call to action can take many different forms. A call to action may say, “Learn more about…”or “Contact us for more information….” or “Click this link to see our product
listing”or “Add this item to your shopping cart.” There are so many ways to inspire action that they are too numerous to list.
The rules for calls to action include the following:
•Call to action should be placed on marketing material, including a website, so that it is prominent and easy to spot
•Call should create a positive emotional response (Yes! Let me click right now!!)
•It should be easy to figure out how to respond to the call
•Call should be loud and clear and easy to read
•A call should appear on all marketing material and every web page
•A call should make it clear what the next step is for the customer
A call to action doesn’t have to request the customer buy something. You can use call to action requests to deepen the attraction customers have for your business. They can be used to take customers to a place where they can read more about you or your business for example.
Judicious use of calls to action can attract customers and help you keep them! Become a Pied Piper and convince people to follow you wherever you lead with your calls to action.
6. IT’S IN THE NUMBERS
We are not going to get too detailed about what are called analytics. But it’s important to understand they exist and that you want to learn how to use some of them to understand what attracts people. In Law of Attraction marketing, you are going to please people by satisfying their desire to be pleased. In order to reach that goal you have to know what makes them tick. Analytics used to be something only major websites and market researchers discussed. But with the web growing so larger, using the numbers to evaluate web traffic and user practices has become important. How are you going to know what you can do to attract new business unless you know what potential customers find attractive?
There are different kinds of analytics:
•Traffic reporting How many people visited your website, how many pages were viewed, how many people were new visitors versus repeat visitors and where the site visitors came from (ad links, organic searches etc.)
•E-commerce tracking How much you are earning from visitors sorted by source of visitors (i.e. how much did organic searchers buy from you versus how much ad link clickers spent)
•Competition statistics Find the keywords attracting customers or compare traffic statistics from different websites; what topics are hot
It is beyond the scope of this document to discuss the details of the many ways you can evaluate your marketing efforts and find out what the market cares about.
Here are some free or cheap websites where you find ways to gather data and information.
•Google Analytics (www.google.com/analytics)
•Yahoo! Web Analytics (http://web.analytics.yahoo.com)
Spend some time getting comfortable with the idea of using analytics.