When you tell your readers, audience, subscribers, or website visitors to do something you want them to do, e.g., Call to schedule an appointment, you’re using a call-to-action. And you should because the more you tell people what to do, the more likely it is that they’ll do it.
Clearly, not everyone is ready to do what you ask when you ask it, which is why you should ask again. Put calls-to-action in most or all of your marketing communications. Remind them (often) to call, sign-up, or download something. And tell them why—the benefits they get or the problems this can help them solve.
When (if) they’re ready, they will respond. Your job is to stay in touch with them and continually make the case for taking action by repeating your call-to-action, providing additional arguments and examples, reminding them about the benefits, and otherwise “selling” them on doing what you ask.
Telling them to call for an appointment is a ‘hard’ call to action. If they call, there is an expectation that this will lead to them signing up for something and paying something, and this may not be easy for them because it requires a commitment they might not be willing (yet) to make.
Which is why you should also use the ‘soft call-to-action’. Asking (telling) them to do something that doesn’t require a big commitment. Something relatively easy for them to do:
- Like, share, comment
- Download this report
- Fill out our survey
- Hit reply and ask your question
- Sign up for our free seminar
- Watch this video, listen to this podcast, read this article
- And others.
Why use these? First, because they help you build a list, which gives you permission to follow-up and send additional information.
And second, because the more often you ask them to do something, and they do it, the more likely it is that they will do something else you ask.
Get a visitor to your website to give you their email address and download your report today. Tomorrow, it will be easier to get them to sign up for your seminar or listen to your replay. Eventually, it will be easier to get them to schedule that appointment.
What’s interesting is that even if they don’t do the things you ask, the more you ask, the more they become conditioned to hearing you ask and the less resistant they become to (eventually) doing something you ask.
The lesson? Ask visitors and readers and prospects to do things and never stop asking.
Each time they hear you ask, they take a step closer to becoming your next client.
Marketing legal services is easier when you know The Formula
