THE ART AND BUSINESS OF SPEAKING

3 Words that Will Change Your Sales Forever

3 Words that Will Change Your Sales Forever

Are you ready to learn something (or re-learn something) that most NSA members fail at miserably? You’ve heard it before, but are you using it?  It’s the infamous call-to-action (CTA)! Never write a promotional piece–email, paper, website page–without a crystal clear CTA.

HINT: For more information email me at ______ is NOT a strong CTA. Try to use CTAs that bring value to the prospect, and move the sales process along at the same time.

I was reviewing some marketing materials for one of the members of my Mastermind group. He generated curiously with the headline; step one accomplished. He expanded on the headline a bit. After that he listed his phone number and website. That’s it. No promise of a solution or transformation. No CTA. I doubt he would create enough curiosity to get people to take any action. “Next!”

Grab their attention. Expose the problem. Paint a picture for the solution. Then tell them what their next step should be.

I’ve seen many speakers/entrepreneurs write decent copy, and then bury their CTA in the last line of small text in their document or website page. No one should miss your CTA. Determine what you want them to do next, and then tell them!

With your YouTube videos, use the annotation feature that asks the viewer to subscribe to your YouTube channel or watch another video. Have a path you want people to follow, and spell it out clearly for them. Never assume they’ll figure it out on their own.

Also, CTAs are not restricted to emails, literature and sales pages. When you get on the phone with a prospect, have a CTA in mind for where you want the relationship to go next. Don’t ever end a sales call with, “Okay–take a look at the information and get back to me!” No. Horrible. Kiss of death! Arrange the next phone call before you hang up if you can. If not, at least let them know when you’ll be following up with them.

You can even use CTAs with your staff as you end a staff meeting – where everyone states what they will be doing as a result of the meeting.

Action Steps!

  1. Start a process of reviewing all of your website pages and promotional pieces.  Do they arouse curiosity? Expand the problem? Promise a solution AND tell the reader what to do next?
  2. If you’ve been using CTAs in some creative and effective ways, let me know with an email. If I can collect three-to-five worth of sharing, we’ll do this again.

(HINT: These last two items are CTAs.)

Bill Cates

Bill Cates

Bill Cates, CSP, CPAE, helps businesses of all sizes acquire more high-value clients through referrals and personal introductions. He’s the author of "Get More Referrals Now!," "Don’t Keep Me a Secret!" and "Beyond Referrals."
Bill Cates
Bill Cates
Bill Cates
Bill Cates

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