The Problem With Your Call To Action (CTA)
Amanda C. Watts
From Compliance to Advisory - I provide the tools, training & roadmap to make that happen | 4x Published Author | Podcaster | Speaker
Sending an email is like stepping into a ring with your new lead. You might throw a few good punches and get their attention in the first round. But if you think you have won the fight you are surely mistaken.?
The call to action (CTA) in your emails is the Knock Out punch. It is the thing that takes your new lead from downloading your free gift, to taking the next step with you.?
The speed at which your new lead moves from subscriber to interested is also important, and you need to get them to take action as soon as possible before they lose interest.?
When you write your CTA’s you need to be mindful of where your new lead is on their customer journey. Not all new leads are equal. Once you understand the customer journey it is easy to create CTA’s that turn leads into clients when the time is right for them.?
Here are the five biggest mistakes you are making in your CTA’s.
The reason you send emails to your new leads (after they have downloaded your free gift) is because you want to build a relationship with them and get them to take action. All too often accounting firms send out boring newsletter type emails that leave the reader asking “what next?”
If your leads are reading your emails and not taking any action you are most likely doing one of the following:
No CTA!
If you don’t guide your lead and instruct them on how to take the next step then how do they know what to do? Always include a CTA, even if you think the email is clear enough.?
Not Enough CTA’s.
This is an interesting one. Two years ago I would have said keep your email CTA’s to no more than one per email. However over the past couple of years I have been using multiple CTA’s at the bottom of my emails and blogs (see below for the example). These multiple CTA’s enable you, a prospect/lead, to take the action you desire depending on how well you know me, and what your pains are.?
Your CTA Is Unclear.
If your CTA’s are not specific and clear then you will leave the reader confused. And a confused mind doesn't take action. Give direction.?
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Your CTA Causes Friction.
Don’t put unnecessary pressure on your reader. By having options that range in the commitment you are asking from them, you will ensure that no friction is caused and you build trust with your reader.?
Your CTA Is Pointless.
Many firms have a pointless CTA within their correspondence. Often the firm has no clear sales strategy and no understanding of the next steps you want the reader to take. This results in pointless CTA’s that keep the reader going round the houses.?
The wonderful thing about the right CTA’s is that they can be used at the bottom of everything you do - Your articles on LinkedIn (see below) the emails you send out, and your blogs on your website.
Rather than having to constantly think about your CTA’s, determining the customer journey you want your clients to take will ensure you are clear and purposeful.
Your leads become clients and the transition is smooth.?
Thanks for Reading
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