I think we’ve all been there:
You’re walking out of the grocery store and come face-to-face with several 10-year-old boys wearing the same team uniform and holding beach pails or boxes with slits cut out of the top.
You know exactly what they want…
As you’re deciding whether to reach into your pocket for spare change or avoid eye contact altogether, one of them says “Excuse me, would you like to donate to our football team?”
Many of us would like to respond: “Would you like to donate to my 401k?”
But instead, we dig out a dollar or some quarters and drop them in the pail.
Now, my question to you is:
If the boys had just stood there, smiling, would you have given them any money?
The answer is probably no — even though you still clearly know that’s what they wanted!
So what’s the difference?
You’ve probably guessed by now…
In the first scenario, they proactively asked you for a donation. In the second, they quietly assumed you understood what was wanted and waited for you to act — making it much easier for you not to do so.
What does this have to do with your marketing?
You have to ASK your prospects to take the desired action! In your marketing, this happens in your call to action.
A call to action is just a simple directive, like:
- “Call today for your FREE quote”
- “Visit our website to book your reservation”
- “Call 555-555-5555 to start saving money on insurance today!”
I am amazed by how many small business owners either forget or simply don’t want to include a call to action on their postcards — they think it’s not needed!
Don’t believe me? Check out these statistics:
- Emails with a single call to action (CTA) generate 371% more clicks and 1,617% more sales (WordStream)
- Adding a CTA to your Facebook page was shown to increase click-through rate by 285% (AdRoll)
- 90% of people who read your headline also read your CTA (Unbounce)
A call to action is one of the most important elements of your postcard (or ANY marketing), and the story above demonstrates why.
And you already have an advantage over the football players:
You have something your prospects need and/or want! What makes them want to say “no” is hassle, time or money. Simply asking them to take the next step helps you push them past that initial resistance.
Don’t be afraid to ask for the call. If you don’t, you probably won’t get it!
Call my marketing consultants at 800-628-1804 for help creating a postcard call to action that inspires your recipients to act, or if you have any questions about your marketing at all. It’s FREE! Or you can email me directly at Joy.Gendusa@PostcardMania.com.