NFIB

A Call to Action: Motivating Customers to Contact You
01/ 21/ 2004

by Jeffrey Moses

Experienced sales professionals continually attempt to move a sales presentation in a direction that encourages a customer to buy. By doing so, they directly or indirectly attempt to elicit a positive response that leads to a sale. In presentations that are face-to-face or on the phone, the attempt to finalize a sale is called "closing." In this respect, closing means saying or doing something that gives a customer the opportunity to make a purchase. Closing statements can be as straightforward as: "Let's go ahead and sign you up now." Or: "Will you be paying by check or credit card?" Or simply: "Would you like to buy this item now?"

In written communications such as ads, letters, brochures and Web sites, it's not possible to actually "close" a customer. Rather, the emphasis is on convincing a customer to take a positive step toward making a purchase -- and instructing the customer how to do this (i.e., picking up the phone to call in an order, putting a check in an envelope and mailing it, or typing in a credit card number on a Web site). Often, in the case of high-ticket offerings, the first step a customer is encouraged to make is simply to call or write for additional information.

In written communication, the directions that instruct a customer to do something are termed a "call to action." With the possible exceptions of the headline of an ad or the envelope of a direct mail letter, the call to action is the most important component of most written sales material. Without a call to action, many readers will not be motivated to take the next step necessary to make a sale. Some readers may do what you want without being directed, but your percentage of sales will be much higher when concluding your material by telling customers exactly what they should do next -- and why they should do it.

Writing an effective call-to-action message requires skill and practice. In general, the following points are common among successful messages:

1. Have the call to action follow naturally and build upon what you've already said in the written material. This will reinforce your message and explain why a customer should follow the call to action. For example: "Now that you've seen the benefits of our product, call our toll-free number today for more information." Or use a question such as: "Why continue using inferior products when you can gain all the benefits described in this brochure? Call today for more information."

2. The message should always be specific. Avoid vague suggestions. Use concrete terms and descriptions, such as: "Save $5 on your purchase today," as opposed to: "Save on your purchase today."

3. Use power words to convey urgency. Power words include: "free" (most marketing pros agree this is the strongest word you can use in an ad), "limited time offer," "only a few left," "one-time special offer," "free trial this week only," "buy one get one free," etc. Customers may not completely believe that they have to act immediately or lose their opportunity, but mentioning a time limit makes a call to action more compelling.

4. When you want a customer to take a certain action, be specific: "Get out your credit card and call now," "Turn to our order page," "Fill out the enclosed form and mail it with your check today" or "Click here."

5. Companies wishing to convey a conservative marketing image (financial institutions, professional organizations, sellers of high-ticket luxury items, etc.) may want to avoid calls to action that give an impression of "hype" or high-pressure sales. Examples of conservative, prudent calls to action that do not sacrifice strength: ""Call our toll-free number to speak with one of our experienced representatives." "Call today and we'll show how you can safeguard your family's future."

6. Readers tend to be drawn to a P.S. at the end of a letter or other written offer. Many readers will read a P.S. just to make sure they're not missing something. Use a P.S. to make a strong, conclusive call to action.

In general, you can strengthen every type of business communication you create by including a call to action -- even when communicating with friends or associates. Whether communicating by e-mail, memo, voicemail or letter, your messages will be clearer and more compelling by concluding with strong and precise calls to action.

Small Business Sound Off
Does this story hit home?  Share your story with us