So you’ve amped your prospects up, they believe in your product and trust you to deliver. Now comes the tricky part:
They need to take the next step and respond to your call-to-action (CTA).
After reading this article, you’ll know how to build a CTA that performs better than a pissed off Michael Jordan taking things personally.
But first, let’s talk about…
Why People Ignore Your CTA Faster Than A Vegan At A BBQ Contest
Most people know what they need to do.
They know they should click your link, watch your video, read your article or buy your product.
If it gives them what they want, why don’t they just take action?
It’s because of the grey sponge we’ve all got between our ears.
Yep, the brain.
It’s an excellent servant, but a TERRIBLE master.
An opportunity could be on a silver platter, make complete sense, but the mental gymnastics your brain performs are gold medal-worthy:
“It’s not that bad, at least we’ve got X”
“You’re doing alright compared to Y, you know?”
“Life’s good man. People would give up everything to be where you are!”
Persuasion skills unmatched. It’s a debate you can never win with logic.
But here’s why that’s a good thing:
People don’t make decisions based on logic, emotions come first.
So you need to push the right emotional buttons, get prospects off the fence and force them to make a decision that’s in their best interests.
Now, let’s rig the game in your favour.
How To Build A Strong CTA
Let’s say your CTA is something simple.
A low threshold action. It would be foolish for anyone to ignore:
“Click here to watch this 2-minute video”
“Download this free guide to get X”
You get the gist.
That might work if you’re selling to an existing audience.
But if you want to build a CTA that prospects can’t ignore, here are eight ways to push them over the edge.
- Crank the pain. Sell the dream
Paint a picture in their mind.
Show them the benefit of taking action or the cost of inaction.
“If you’re tired of pinching pennies at the end of every month, download this money management guide and you’ll never be strapped for cash again.”
- Tell ‘Em They Can’t Have It
Use FOMO for good and put a limit on the product quantity.
“Only two more seats left. Book your place now!”
- Flip The Hourglass
Remember when you had a school assignment and you waited til the last minute?
With just a few days left, you scrambled to get it done and took action quicker than you can say “It’s a wrap.”
Do the same to boost your CTA and watch your response rate take off.
“Doors to this exclusive event close in 27 hours. Register your interest now!”
- Identity Play
People make decisions congruent to the person they believe they are.
Challenge your prospects to live up to their identity.
“If you’re the kind of person who is passionate about leadership, fill in the form and sign up for our masterclass”
- Slash The Time
Reduce the time it takes to get what they want.
“By this afternoon your boiler could be fixed and you could enjoy a nice, hot bubble bath at 8pm. Text us your location and we’ll be on site within the hour.”
- Make It So Easy They Can’t Say No
Highlight how easy it is to use your product or how much easier it is compared to other options.
“If you think it’s going to be like X, that’s not the case. All you have to do is Y”
- De-Risk It
Provide a guarantee, show how inaction is more risky or dump a whole lot of social proof.
Money-back guarantee? Proof of previous happy customers?
Whatever floats your boat.
- Anchor The Price
Compare the cost of your product to something more costly.
If you don’t give prospects a frame of reference and you charge them a price, they’ll compare your product to zero.
“This supplement costs £97 a month.
That might seem like a lot but it’s as good as liposuction which costs you £12,000.
Taking this supplement for three months is a steal. So if you’re serious about getting into the best shape of your life…Subscribe today!”
- Make ‘Em Feel Safe
Let people know they’re in good hands and show them they can trust you.
“I understand you might be a little doubtful, but I’ve helped thousands of patients get rid of their neck pain over the past fifteen years and I know we can help you too. Let’s schedule your first session today!”
Writing A CTA So Good People Feel Stupid Saying No!
There you have it.
Prep your next CTA with one of these 9 tips and your response rate will go through the roof.
If you’re feeling creative you can combine a few, but always remember:
People buy on emotion and justify with logic.
Talk soon,
Asher
P.S. If you run a company that’s doing revenue and you want to get more clients and make more sales… we might be a good match.
Fill out this form: https://abresultsmarketing.com/contact/ and let’s chat.
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