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06.25.09 Getting The Attention Of Your Ideal Client  By Stacy Karacostas Why do you do any marketing or advertising? It's probably not just to put pretty pictures into the world...Or kill trees... You want to get clients or customers, right? Sure, a big goal is getting the attention of your ideal client and letting them know what you have to offer. But just doing that is not enough. The real goal of marketing and advertising is to get people to take action. Whether that's calling for an appointment, going to your Website, walking in your store, or busting out a credit card and buying something right now. The thing is, most entrepreneurs forget all about this when they put together their marketing materials. So they spend a ton of time and money creating attractive pieces that are basically just a bunch of company info. They talk about their company, what they do, how they do it and who their clients are. Then stick their contact info on there, send it out into the world, and wait for something to happen. Only it never does. Or if it does, the results are nowhere near what you'd hoped for. Sound familiar???? If so then you're probably asking... —– Why aren't I getting good results? —– Well, it could be the benefits of what you offered weren't clear and compelling. Or your writing style wasn't friendly, readable and engaging.
It could also be you didn't get it in front of the right people often enough. But let's say you did all those things, and still didn't get any response. There is one more, critical thing that might be missing. And you can add it to every piece of your marketing and advertising to dramatically increase response rates. What is the magic, response boosting item???? A "call to action"! —– What, exactly, is a call to action? —– Fundamentally, it's where you tell someone exactly what to do next if they are interested in getting what you're offering. On TV infomercials, it's where the announcer says "Call 1-800-buy-this within the next 30 seconds to get your super juicer and the special, bonus slicer-thingy for just $9.95". In a print ad, it might be "Visit www.dogtricks.com to get your F*ree report 7 Fun Tricks You Can Teach Any Dog" Or "Call Jennie at 867-5309 and mention this offer to save 50% on your first massage" on a brochure. On a Website, it could be as simple as "Visit my services page to learn more about what I can do for your business..." Even a "Buy Now" button is a call to action. Continue reading this article. About the Author: ractical Marketing Expert Stacy Karacostas, founder of SuccessStream Sales & Marketing Solutions, specializes in taking the stress, struggle and confusion out of growing your small business. She's the author of the 2-page marketing plan workbook Putting Your Business on the Road to Success, and The Small Business Website Bible. Stacy also writes the fun and informative Marketing Junkie blog and Bright Ideas weekly newsletter. For more practical, business-building wisdom help yourself to a copy of her free report The 7 Deadliest Small Business Marketing Sins... Are You Guilty? |
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