Making your call-to-action easier to act upon

14May10

In each episode of a particular podcast that I listen to, the guy who runs the podcast encourages the audience to visit his website. Aside from stating what people can find on the site, he does something very smart: he tells people to look at the screen of their MP3 player for the exact spelling of the URL. Since the podcast name appears in the title of each episode, and the web address is just the name plus the usual .com, this simple hint makes it very easy for people to find the website when they need it.

Why is this approach so effective? In short, it combines the call-to-action with a reference point that the customer has right in front of them. The marketer isn’t relying on people to remember the necessary info for later. Rather, the call-to-action includes instructions about where to find the exact info needed to complete the process.

Need another example? Ads for local businesses often include a map right in the ad itself. Sure, people could look up the map and directions on their own. But putting the necessary reference info directly adjacent to the call-to-action means that prospects will have fewer hurdles to leap over. There are many more examples just like this, but the takeaway is always the same. Make it easier for people to do what you’re asking, and there’s a much higher chance that they’ll follow through.



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