Customers do not take action unless we call them to take action. By now we have already…. Defined a desire. Identified their challenges. Empathized with their feelings. Established our competency in helping them. Given them a plan. Call them to action. Characters have to be challenged to take action. Human beings do not make life decisions unless they are challenged to do so. A body at rest, stays at rest. Be bold in your call to action. ‘The power of the buy now button’. One of the biggest hindrances is that customers can read your mind. There should be a buy now button at the top of your website. Make your call to action clear. People do not have ESP - even if it seems obvious. Invite the customer to take a journey with us. They have not come across any client that oversells. Ask clearly for the sale. If you do not ask clearly, they will see you as charity rather than changing people’s lives. Direct calls to action. ‘Buy now’. ‘Schedule an appointment’. ‘Call today’. ‘Register today’. Transitional calls to action. Less risk. Offer customers something for free. Watch a webinar or download a PDF. Will you Marry me? No. Will you go out with me? Yes. Pursue your customer. Honor people who aren’t ready to make a purchase. Always be clear on how people can do business with us. Be CLEAR. Make the button stand out. Repeat that same button over and over. Our customers should know we want to marry them. Can be included on ALL marketing material. A good traditional call to action can…. Stake claim to that territory. Positions you as the expert. Create reciprocity. Be generous, don’t be afraid of giving away too much. Position yourself as the guide. Educational videos, podcasts, all are great transitional calls to action. Having clear calls to action makes it so that there is no confusion how to do business with us. Define the stakes - for if they do/don’t do business with us.