These days, one of the first actions many of us take when we want to learn how to do something is Google it. Right?
Want to learn how to lose weight fast?
Want to know how to improve your memory?
Want to learn how to increase traffic to your blog?
We click on one article; then another one. And ooh, this one looks good. Wow, this one tells me 100 ways to do it!
We read and read and read and by the time we finish, we’re practically a PhD on the subject; armed with a plethora of actionable ideas. But what usually happens? Nothing.
You do this and your clients do as well. So how do you break the cycle? How do you get readers to take action after they read all the great content you’ve invested in? Following are three ways to move them to take action.
Make an Emotional Connection
Humans are motivated by two primary emotions – love and fear. Other adjectives are used to describe emotion, but all of them have an underlying foundation of love or fear, e.g.:
Once you realize that these two base emotions drive most action, tap into it.
One of the easiest ways to do this is to make a connection with something your audience already cares about. If they care about education, find a way to make a connection with that. If they care about global warming, find a component of that and tie it into your post.
By doing this, you capitalize on the underlying emotion that’s already there, making it easier for them to feel something – to care enough to act.
Tiny Steps Lead to Big Change
Most who read a blog post aren’t going to go out and take drastic action. They just aren’t. But, they will take a small step: eg, subscribe to your newsletter, ask for a free quote, call for more information.
If you’ve pushed the right emotional buttons, getting your reader to take the next step is easier – if you make it small enough and simple enough to do.
This is where crafting an amazing call-to- action comes in. Every piece of content you produce should have a call to action, yet according to a 2013 Small Biz Trends study, 70 percent of B2B websites don’t have one – of any kind.
Talk about missed opportunity! So if you don’t have a call-to- action statement, create one and don’t forget what is perhaps the most important part – make it visible.
Remember, they’re in information overload mode; they’re likely to leave and click on 10, 15, or 20 more sites before stopping to scroll down yours. What does this mean? Your call-to-action should be somewhere up top – above the fold.
Reach Them Where They Are
No two prospects are alike. Some like to read, some like to watch videos, and some like to listen to podcasts. The point? Offer multiple ways for a prospect to take action: provide an email address, list a toll-free number, employ a click-to- call feature, or enable a pop-up help window.
Information without action is useless.
As human beings, we’re primed to procrastinate and in this age of information, it’s easier than ever to get – and stay – cozy with Google. After all, if you’re researching, you’re doing something, right? Except, it’s an illusion, because information without action is useless.
We make breaking the procrastination cycle easy. It takes just seconds to create an account and put our team of content marketing experts to work for you.