The Call to Action
In the call to actions I have given you in the workbook on page sixty twenty additional call to action's so you know exactly what to say. What is a call to action? A call to action or c t es is a very quick short command, and you'll see on the slide that in the balance test I have said all I says, like overwhelmed and then I say, take the test now and here is an example from base camp and say in base camp says give base came a try it's free for sixty days, that's a lot of information in a very short amount of time. Here is neil patel, who is like one of the great internet marketing guru rose and he you know, here here, darryl, what he does is to drive traffic to x or why he says, I want to grow my traffic or I want to coach my clients, so when you go to the website, you immediately know what he's looking, you know, where the engagement points are, so you can very quickly see what this is this is, and then he goes into detail him says, choose this if you're a blogger, marketer or startu...
p founder and he is like, choose this if your consultant so you know exactly when you go there, who you where your engagement points are and you see ct is constantly like even with something as simple as card readers it says get your free card reader that's a call to action so again in the workbook and that's a workbook exclusive is an additional twenty calls to actions then let's talk about the generation so lee generation is a valuable item that was something is perceived his value so the higher ticket item you sell the more value have to put in the insides. So if you are selling jobs if you're selling products and services as several thousand dollars worth or you're looking for consulting contracts one hundred, two hundred thousand dollars up then your cost off you know to generate leads must be somewhat higher than somebody who has a fifty dollars product because the cost of the acquisition cost for a client cannot be fifty dollars of you only have a fifty dollars product clearly because otherwise should be losing money so it has to be somewhat in relationship. So in the corporate side and I talked about my insides paper which is part of the creative life give away so if you download that you see exactly have done that I spent some money and I spent some time on that report so I did a lot of research I had a graphic design and do the graphics for me I had a graphic designer laid out I had a proof reader go over it and then I hired an advertising copywriter to go in and then you know, fine tune sort of all the elements to make sure that the points that that I was going to hit in the seeding in the insides paper was appropriate so it cost me several thousand dollars to create that incites paper if I get a consulting contract you know, of ten thousand fifteen thousand dollars it's right back in somebody you know? And I told you that I also professionally speak and on that note there's been a viewer thank you so much, kathleen, who said you'd be perfect for this women leadership conference in boston and she says I'd be happy to put you in touch with them. So does the seating work yes so thank you for that and that's what happens when you talk about it in this kind of casual way that people say, oh, that would be perfect for that, but you have to give them the idea in such a way that they pick it up and then they run with it and they said, you know what that is right? That would be a good fit for for that so in the generation y paper insights paper, a report, audio podcast or webinar, so if you're not good writing, speak if you're not good with speaking right if you are very good with research then take the data the idea off the the idea is that we went from selling two serving to solving we know what our customers are worried about so now we have gone out and we've pulled information off that supports our why why are people needing to look at pictures that make them feel something now I'm going and I'm searching for the data that supports my thesis or my idea and I am pulling in as the wall street journal said in a report in if he going at this rate in the year two thousand eighteen there will be so many images that people will not know what to do with them which is why you know my my point that images have to stand out now more than ever or make people feel something or violence you know has gone up or kids are spending more time than ever in front of the computer they're missing out on life we having huge obesity problems because they're not moving around so if you're not doing something about it then we're all in trouble. And so here is how your company can prevent you know this from happening by engaging me because I'm a specialist on helping and figure out what visuals you need to bring on to your web site or your promotions to help people have that kind of feeling and when we will be talking to russia shortly you'll see exactly what that's all about services and products you feature the end results you talk about what happens when the user service product you feature how their lives change and is the result tangible, so avoid being too technical and please don't use any jargon that only means something to you. I've seen this especially in some technical professions where people talk about how to put solar panels on roofs and then there are certain clips, things, devices that need to be installed and they talk about it like it's nothing and I'm like, what are you talking about? Let's take you through thie playbook very, very quickly because I want everybody to download the playbook on the web site and have that ready for our fourth segment. What we will be doing in the playbook will be, um number the strategy number one is study the other team our play is defining our solution in whom and how we serve our strategy number two is how to attract fans our play is creating a league magnet strategy number three is get the field ready for the game. Our play is fixing our website strategy number four is establishing a game plan our play is telling our story strategy number five is pick you offense, our play select our three social networks strategy number six is picking our defense, our play choose either referral, john venture or affiliate partner. Strategy number seven is celebrating our victory. Our play, promoting via p r media and free advertising. Free publicity. So if you haven't done that yet, please go and get that. We have a question and answer coming up after the hot seat and the unique selling proposition. So I am going to get in the hot seat, steph ert today. And I want to talk to him about what is his unique selling proposition.