You have identified your right-fit audience, and the problems they have your services address. You say the right words, show the right pictures, tell the right stories AND you make your message visible to that right-fit audience … STILL the results you hope for will not manifest fully unless you ASK your website visitors to do what you want them to do.
I call it the “Pass the Potatoes Dynamic.”
It’s Thanksgiving dinner. Your family is gathered around the table. You want more potatoes, but you just sit there wanting potatoes… As result, the potatoes stay at the other end of the table in front of Aunt Susie who is busy giving Uncle Harry a hard time. But if you simply say, “Aunt Susie, would you please pass the potatoes.”
ASKING triggers the need for a yes/no decision that wasn’t present before you asked.
In this story, most likely, Aunt Susie looks up and gladly passes the potatoes.
In the same way and for the same reason, your customer, when he or she is ready, gladly signs the agreement, fills out the form or picks up the phone and begins a mutually beneficial business relationship with you.
You must ASK for the sale.
You must do something 70% of websites out there don’t do. You must make your “Call to Action.”
Not only must you ask, you must keep on asking. WHY? Because there are TWO kinds of customers who visit your website.
- The convinced person who is ready to buy.
- The interested person who is not ready to buy YET.
Most websites only address the Convinced person if anyone at all. And this is where most businesses forfeit tons of new business along with … thousands … even millions of dollars…
For Maximum Conversion You Need Two Types of Call to Action
First, The “I’m Ready” Call to Action. The “I’m Ready” CALL TO ACTION or you might call it the “direct” call to action, speaks to the “convinced” person. It addresses the website visitor who is ready to buy now. You just need to challenge them to take action. So you say, “Buy Now” “Call Now” “Let’s Talk” “Let’s Get Started”
Second, The “Trust-Building” Call to Action. The “Trust-Building” call to action relates to the “Interested” person. Before they will be convinced and ready to buy, you must gain their trust. Donald Miller refers to this as the “Transitional” call to action. Over time you hope to transition this person from interested to ready.
How does it work?
- You offer a valuable piece of information, a free download. Something the average person in your target audience would find almost irresistible.
- Their response to this offer captures their email address and starts an automated sequence of trust-building communications.
- The interested person becomes a ready to buy person and you gain a new customer.
- Over time, this transitional conversion process can triple the results of your visibility strategies. Without spending another dime, or exerting another ounce of effort, you win over another chunk of the people who visit your website.
This works well with virtually any visibility strategy you put in place.
Let’s say 100 people visit your website. If your site is optimized for the conversion process, a percentage of those people become customers right then. If you have deployed a “Transitional” conversion process, you get an ADDITIONAL percentage of that same group of visitors … every month, year after year.
When they trust you enough and they feel READY to buy … they do.
We’d love to have a conversation with you to see if the service J3 provides
fits the company you run.
Many business owners feel marketing wastes money. J3 sells only trackable services … No waste … Measurable ROI instead. Let’s talk about your business. Where you are, where you want to go. How J3 may be able to help.