- Know more about our business.
- Understand how we’re better than our competitors.
- Wonder if we’re the right fit for them.
- Buy what we sell!
- Focus on the benefit: Remember, you are trying to stop a moving train. They’re halfway to that next click or page turn. To get them to stop that momentum and move in a different direction will take something pretty compelling. Remember that we’re all motivated by the “what’s in it for me” equation, so don’t be shy about telling them how they will benefit.
- Keep it simple: If what you ask them to do is complicated, requires multiple steps, has complex directions, or asks for too much information, people will just move on. How many times have you started to fill out a form and then looked at how many questions it asked and said, “Forget it,” as you stopped?
- Make it immediate: Sometimes this isn’t possible, but whenever you can, make the call to action something they can complete right now in the moment. Remember, they might discover your ad or marketing piece at 2 am or while they’re standing in line at an airport.