Production: The New Call to Action
In addition to the verbiage of your call to action, incorporate a response mechanism to facilitate follow-through. Your phone number and website might not be enough. Take advantage of the technology available. QR Codes and other mobile techniques offer a quick path to engagement. Personalized URLs give customers a unique entry point to your website. The stronger the call to action, the better chance you have to keep customers invested.
4. Keep It Simple
Make what you're asking customers to do easy. If the next step to get them engaged is too complicated or not readily apparent, you risk losing them before they can act.
Have a QR Code? Understand that many people still do not know what they are or how to use them, so a quick reminder to click and scan with their smartphones helps. Simplicity rules.
Don't forget that simplicity applies not only to the messaging itself, but also to the destination. For QR Codes, your landing page or site MUST be mobile-optimized. If you get people to scan your QR Code but they have to wait for a non-mobile page to load, you might as well kiss them goodbye.
5. Follow Through
Once you've asked customers to do something, what's next? How are you going to move the activity along to get a sale or create another engagement opportunity? Create a secondary call to action on the back end. Include "buy now" or "call now" buttons to close the sale. If you have an invitation, allow them to RSVP. Do they need to call for more information? Allow them to call from your mobile-optimized landing page. Once you've gotten them to act, what are you doing to push customers to the next level? Include this as part of your hierarchy as outlined above. Once you get them, don't lose them!
Lois Brayfield is CEO at J.Schmid and Associates, a direct-marketing agency specializing in catalog design. She knows what works and has the experience to prove it— 30 years of studying direct marketing and catalog results. She applies this wealth of data to every project and has helped develop an integrated process that ensures campaign effectiveness. She knows the rules, and she knows when to ignore them.