What's Your Call To Action?

For those who follow me on Facebook, you may have noticed I was traveling over the past few weeks. One of those days took me to a place called Yellowstone Bear World in Rexburg, Idaho. While there, I was reminded of an important business lesson.

You have to tell people what you want them to do.

For example, while walking through the park I noticed the following sign:

It's a rather simple message that tells me that they want me to share my experience with my Facebook friends. In doing so, I might check-in and/or generate additional exposure for their business. It's a simple sign that probably only cost them a couple bucks...which was money well spent.

Telling people what you want them to do is not a new concept. In advertising it’s referred to as the “Call to Action.” Believe it or not, it’s often forgotten, even by the most experienced marketers.

Once you've finished your marketing message, take another look. Did you tell people what you want them to do? If you didn't include an action word, you probably didn't.

Here are common action words that can help you craft that telling statement:

• Call
• Buy
• Register
• Subscribe
• Donate
• Like
• Share
• Visit

Where and when should you tell people what you want them to do? The answer is always and everywhere; in your retail location, on your website, in your front window, on your company car, and in your radio, TV, newspaper or Facebook ads. Just because you've decided your message is “image or awareness advertising” doesn't mean you should skip this important step. Image and awareness messages can still motivate people to action.

So here’s my call to action for you: The next time you look at your business, your website or your ads, ask yourself this one simple question... "Are you telling your customers to do what you want them to do?" If the answer is no, refer to the action list above and be sure to craft your telling statement.

The results may amaze you.