Often in planning digital marketing, so much thought and care goes into building a deliverable…but the journey to the call to action gets lost.  It’s easy to get so tied up in the construction that we forget to build the front door. And what does that front door look at? How do I open it?

Show me the “prize”
Why would I open the door if I don’t know what’s inside? Write down in plain English what I’m getting and don’t jerk me around.

What kind of prize?

Channel your inner Garfield when planning the process.garfield-speaks-the-truth-imagination-9595471-800-600
Assume whoever your audience is, that they are completely uninterested and unmotivated to do extra work. Your process and call to action should be so easy that even bored comatose people can do it. Use simple language, short steps, and the bare minimum information to fill out.

Make the “prize” seem intriguing.
Don’t lie, but give me a reason to want the prize.  I am too lazy to call or email, so if that’s your call to action, that button better have a form with pre filled information.  I also don’t care if YOU think what your are selling is great. I will care about the “prize” if it’s something that will make my life easier, will make me cooler to my colleagues, if it’s free stuff, or if it will solve a problem I have.  Show me what you got!

Don’t send me on a wild goose chase.
After 1-2 clicks that should get me where I want to go. After that, I’m done. So if you think I’ll stick around past 3 steps, expect drop offs.

Ok you got me. I clicked the links and got to the final prize.  It better be way cooler than it sounded, not worse. If your prize was a free photo pack, I better not be getting a doodle of a cat. If your prize is something “helpful to my business” be clear to set real expectations. If it’s a case study call it a case study. If it’s a tool call it a tool. But if you deliver something other than what you promised…you will lose my trust.

We live in a time of transparency.  So please don’t underestimate my intelligence by misleading me.  Don’t assume I’ll just believe your weird language and false promises.  Treat your audience like they are your peers and not some teenage fangirl chasing a boy band.  If you do, you will find a way more appreciative following.


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