Latest posts by Brandon (see all)
- How to Talk to Your Readers – Invitations for Profit - September 10, 2011
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You may have heard the sales mantra ABC – Always be Closing. One of the most successful tips for closing a sale revolves around actually asking for the sale. And believe it or not, this is often the most forgotten strategy as well. When you forget to ask for the sale, you risk losing a potential customer forever. The same thing can happen to your blog or website as well. So how do you apply this technique online and make sure you’re not losing readers, customers or even better – return customers?
How Doing Business Online is Different
Doing business online opens up a lot of new ways for website owners to interact with potential customers. The difference lies in the fact that when you have a website, a sale might not be what you’re trying to accomplish. Many times in our blogging efforts we want our readers to take smaller steps first before committing to a purchase. It helps develop loyalty that is much more profitable in the long run.
Some of these steps may include commenting on your most recent blog post, becoming a fan of your Facebook page or following your on Twitter, subscribing to updates through e-mail or RSS feeds or opting in to your e-mail marketing list. Any of these are viable steps a customer can take before giving you any money. But with all these possible options for your readers, how do you keep them from falling through the cracks?
It’s All About the Invitation
Just as in sales we must remember to ask for it, so too in blogging must we remember to ask for an action. In fact, this is commonly called your “call to action”. It’s an invitation to your reader to take action. The best part is that with our blogs, we can give them many choices – not just forking over cash. You can greatly increase your loyal following if you always remember to ask for some type of action.
Where you do the asking all depends on which action you want them to take. If you want them to engage in the conversation on your blog, it’s best to ask for their comments immediately after each blog post. Invite them to participate! If you want them to subscribe to
When it comes to crafting a call to action, we should remember a few rules. First, the most important invitations should be found on your homepage “above the fold” – or in the content a visitor can see before having to scroll. The next most important space on your website should be after your content as I mentioned before. This is a great place to invite your readers to comment or to share your article with people in their social networks. Next, make sure you’re using every other page to invite your readers to take action in manner. Even your “About” or “Contact” pages can include invitations of some kind. Don’t let any space on your site go to waste.
For tips on how to craft a great call to action you can read more on my site.
Why it Works
The principle of inviting your readers to take action works because of basic marketing psychology. The entire goal in your business, no matter if it’s a brick-and-mortar operation, an online store or informational blog, is to get your readers to say “YES” to you. When they’ve said yes that first time, it becomes much easier for them to say yes over and over again. So we like to help them out. Invite them to say yes to small things that require little to no commitment from them. In this way you’re preparing everyone who visits your website to eventually make those sales and earn that money!
For more resources to writing content effectively, you can check out these articles on writing to attract, retain and engage and four crucial elements of a sales page here.
