I’ve never been a fan of going to church.
But growing up in Ireland (a Catholic country) there was pressure to attend a weekly service, particularly in my parents generation. My Nan used to encourage Dad to take myself and my two brothers to mass every Sunday. And boy did we hate it.
We still do. Going to church in any capacity is a huge turn off for me. But I also know people who go to mass every Sunday like their lives depended on it. It’s interesting to learn what turns some people on or off. This obviously changes from person to person. Some people like going to church. And others (like me) can’t stand it.
But there’s one thing that IS consistent: most people are turned off by pushy and hyped-up marketing. So how do you sell without coming across as pushy?
That’s what this article will show you
Specifically, you’ll learn how you can use multiple calls-to-action throughout your copy. And do so without turning off your customer.
You already know what a call-to-action is
But I’ll mention it anyway just so you and I are on the same page. You need to tell your reader to take the next step after reading your marketing content (whatever that next step is). And the call-to-action (CTA) is how you do it. Usually (but not always), the CTA comes at the end, after you’ve given your reader all the details. It’s where you present your offer and tell people to take advantage of it while they still can.
But you shouldn’t have just one CTA
Instead, you can have several woven throughout the copy, offering your reader different ways to respond. You see, if you just present a single CTA at the end that sells your product or service, plenty of readers simply won’t respond because it’s not the right time for them.
Dan Kennedy calls this “threshold resistance” in his book No B.S. Direct Marketing. A direct purchase offer has a very high resistance since you’re asking someone to take out their wallet and give you money.
On the other hand, a lead-generation offer is much easier to say yes to…
… since it’s typically giving away free information in exchange for contact details (for example). And it’s not going to turn off your prospects because instead of paying you money, you’re giving them the option to get free information and learn more. That way, they can make an informed buying decision when they’re ready.
Now, there’s still resistance because there’s opportunity cost involved. But it’s low compared to a direct purchase offer. So people who can’t buy your product or service will often still take you up on your lead gen offer.
This means you can have multiple CTAs
This involves a hybrid approach where you’re using both a lead gen offer and direct purchase offer in the same promotion. And you’ll have a CTA for both. But you shouldn’t stop there. You can include offers of varying resistance levels, and have a CTA for each one. These CTAs should be clear and direct the reader to take a very specific next step. The more reasons you give them to respond, the better the chance of them responding.
You can also get them to respond with an editorial CTA
This directs them to another piece of content to read, watch, or listen to. So if they’re reading a blog post, you can embed links that direct them to another blog post related to the same topic. Ideally, you should track this.
But with all of these CTAs, won’t you confuse your reader?
This is a common objection. The thinking is that if there are many offers and next steps, your reader is more likely to get flustered or confused… and not do anything at all. Right? Well, this is where balance is needed. I’m not saying you should pack your promotion with offers and CTAs right, left, and center. That won’t do anybody any good. And yes, in this case, your reader is likely to get overwhelmed and not do anything at all.
Instead, have a max of 3 offers or CTAs in your content
These could be a high-threshold direct purchase offer, as well as a medium threshold lead generation offer (like an opt-in to download a white paper) and low threshold editorial next step (that directs them to another piece of content). This way, you’re giving your reader the chance to buy from you, or get free information in different ways so they can learn more. Now you’re not going to turn them off or confuse them with too many offers.
The point is to use more than one offer and CTA
So you give your reader more than one way to respond. Which, in turn, increases the likelihood that they’ll actually take the next step.
So if you’re not already doing this, then you should at least test it. But don’t go overboard. Include 3 offers (and CTAs) at the most, and make sure they vary in terms of high, medium, and low threshold resistance.
This will help you sell more of your products or services without being pushy. Now… if only going to Sunday Mass was this easy :).
Your next step…
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