Tag Archives: Marketing

Are you solving the right problem?

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5 Call to Action Tips

AG CTA

Are you asking for a response?

If you don’t tell (or ask) people what to do, how will they know?  You know what they say about assuming.  The same can be said for your marketing efforts.  Never assume people know how you would like them to respond. 

What have you used to the best success?  Brag in the Genius Reactions!

1. Indentify the ideal outcome of your effort

At a high level, it probably falls into one of the following categories:

Build your database
Start a conversation

Once you know your goal, make certain your call to action supports it.

2. Know the desired outcome

Every effort you make should result in an action, which hopefully will lead to business.  Different efforts (email, direct mail, blogs, ads, etc.) inspire different actions.  Based on the effort, design the call to action to deliver the best value-add for the audience.  Repeat: for the audience! 

For direct mail to build your database, direct recipients to your website to get a report specific to them/their home/neighborhood.  To start a conversation, direct them to your blog where they can leave a comment on a compelling local issue – be it political

If you are using email, you want to make sure your email stands out from the pack!  Keep it short and deliver immediate value – like a download of an ebook you’ve written (i.e. 7 Pitfalls Sellers Should Avoid, The 5 Questions Buyers Should Always Ask). 

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User-test everything… even ATM machines

untitledThis morning I hit my local drive-through ATM for weekend cash. 

The annoying thing about this ATM: I need to open my door to use the machine.  My car window window isn’t quite right to see the ATM screen and use the buttons – it’s a bit too high and for some reason the machine is not adjustable for short cars like mine.  Plus, they inserted 2 poles to prevent us from driving into the machine in the event we make a sudden 90 degree left turn while at the machine (has that happened?).  Bottom line: if you are in a short car, and have short arms, you can not possibly reach the machine. 

Today there was someone in front of me getting cash.  It was an SUV, and SHE had to open HER door to use the machine!  It wasn’t an over sized SUV,it was a Landcruiser.

That really validated the time my team is spending getting user feedback on SmartZip.com.  Diverse feedback.  Feedback from “Super Users” and “Not-so Super Users”, younger, mature men and women.  While it can be challenging, as everyone’s instinct is to art direct, it’s well worth it.

I doubt the lack of user testing/feedback has hurt business for the ATM machine.  After all, those of us that won’t exit the car and walk 15 feet to the other ATM will put up with the inconvenience of opening our door to use the machine.   But, at least I know people will be able to use SmartZip.com without opening their car doors!