What is a call to action?
Simply defined, a call to action is the part of a marketing piece that gives your prospects a cue to contact you to sign up for a service or receive more information. Without a call to action, your piece would be nothing more than a story about your products and services. Think of the call to action as the green light that allows prospects to get in touch with you.
 The call to action can be a phone number, web link, sign up form, email address or fax number. It's best to include as many types as possible. Some prospects are more comfortable entering information online, while others prefer a good old fashioned phone call. Provide Multiple Links
If you want to get the maximum amount of action from your campaign, you should provide multiple links that lead to further information on your product or services.
If you just use one web link, prospects can miss it, especially if it is located in the second portion of the email. ALWAYS place at least one call to action in the upper portion of the email. This gives those prospects who may not scroll all the way to the bottom of the email a chance to notice and take part in the call to action.
Options, Options, Options
You're not going to be able to convince every prospect who opens your email to do the same thing. Some consumers may be ready to sign up with you; others may just want more information. Some may not be ready to sign up for your full services, but would be willing to take a chance by signing up for a trial, promotion or low risk offer (LRO).
Examples of low risk offers are:
- Complimentary consultations
- Discounts off of a product or service
- Sign up for one service, receive another complimentary
- Limited time discounts
|
|
If you only give one call to action option in your piece, you will lose a percentage of potentially interested people. A prospect who contacts you to sign up for a low risk offer, no matter how small that offer, has a chance of growing into a lifelong client. Often getting someone to contact you can be the hardest part.
Be Upfront
Don't make prospects guess why they should contact you. Make sure your content reflects:
- Why they need your product or service
- What makes your product or service different from competitors
- When to act (example: call now)
- How the product or service meets their specific needs
|
|
Remember: Many of your prospects are getting hundreds of emails daily. It would be easy for them just to press "delete" and ignore your message completely. Once you have their attention, make sure you tell them how they can contact you. Having a call to action that makes it convenient to contact you could be the determining factor between prospects choosing you over a competitor.
|
|
Success Notes Bonus Tip:
|
| If you want to increase your own success, make sure all the links in your marketing piece lead to your website or associated landing pages. If you send your prospects to third party sites, they may not return to your piece to participate in the call to action. |
Next Week's Success Notes |
| Are you prepared to go from Realtor® to director? You probably have tons of great photos of your listings on your site, but will those photos be enough to stand the test of time as more and more of your competitors jump on the video bandwagon? From simple slide shows to actual webisodes with actors and dialogue, real estate professionals continue to upgrade their visual efforts with this popular marketing trend.
Success Notes - ScreenDreamer's Real Estate Marketing Newsletter |
|
Catch the Success Notes Archive!
|
|
|
|
