Does your Book-A-Call Funnel make this mistake?
During the Battle of France, Allied Forces became cut off from troops south of the German invasion and were trapped at Dunkirk.
On May 26, a wholesale evacuation of these troops, dubbed "Operation Dynamo," began.?
The evacuation was an amazing effort.
The RAF kept the Luftwaffe at bay while thousands of ships, from military destroyers to small fishing boats, were used to ferry 338,000 French and British troops to safety, far more than anyone had thought possible.?
On June 4, Winston Churchill spoke before the House of Commons, giving a report which celebrated the "miraculous deliverance" at Dunkirk, while also seeking to galvanize the British after what was, on the whole, a "colossal military disaster."
Churchill went on to give one of the most blisteringly powerful speeches of the 20th century.
You might recognize parts of it:
“We shall go on to the end...
?We shall fight in France...
We shall fight on the seas and oceans...
?We shall fight with growing confidence and growing strength in the air...?
We shall defend our Island, whatever the cost may be...
We shall fight on the beaches...
?We shall fight on the landing grounds…
?We shall fight in the fields and in the streets…
?We shall fight in the hills…
WE SHALL NEVER SURRENDER.”
Legendary stuff!
Let’s take this a step further and imagine it another way.
Winston Churchill is shaking his fist and thundering away at the House of Commons.
Right after he shakes his fist and declares “we shall never surrender.” he wipes his brow, looks around the room, and mumbles...
”Cause it doesn’t look at all promising...am I right fellas?
Now here’s the reason I’m bringing this up.
Imagine for a moment you put together a blisteringly persuasive sales page.
Your customer is devouring line after line of copy and you’re racing to the sales close.
Sweat is dripping down your reader's forehead...this letter is GOOD.
His hands are on his wallet like a gunfighter about to draw a pistol - except instead of a six-shooter it’s a Mastercard (Or Visa/Amex - be creative)
The copy edges closer to the book-a-call CTA…
The button is in sight…
It says “Book-a-Consultation.”
Your reader is snapped out of his trance and thinks “Book-A-Call...sales pitch...no thanks.”
...and disappears never to be heard from again.
You’ve spent all that time, effort, and ad spend getting your lead to the moment of truth just to present him with a “meh” CTA.
Instead of “Book-a-Call”, position your call as a “Strategy Session.”
Let your reader know that there’s no strings attached and they’ll get actionable information just for showing up.
Then - actually GIVE as much free value as you can before getting to your offer.
CTA’s are usually overlooked in sales copy.
But they’re the last 3 yards you need to drive into the end zone.
And if you’re a consultant every single client can represent a lot of potential money.
Most of which you’re leaving on the table if you don’t take the time to position your CTA with value.
Try that out and let me know how it goes for you.
David Maswary
P.S. ?Whenever you’re ready, here are a couple of ways I can help you pop the hood on your business and see if the engine is running smoothly.
1. Schedule a Strategy Session
Wonder if your marketing is hitting the mark??
I’ve helped some of the biggest names in the coaching industry to dial in their marketing and add handfuls of Scrooge McDuck-like cash to their bottom line.
Every week I take a limited amount of calls to help entrepreneurs like you get the same result.
?We can go through your copy, funnels, or just help you get marketing clarity to see where you’re getting it right and where you’re not hitting the mark and can improve.
Click HERE to schedule your strategy session for just $300.
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