In the world of business, we work on the basis that a call to action is solely a promoter’s prompt for us to do something:
- Buy here
- Click the link
- Visit the website
- Download the e-book
However, in the wider world, a call to action is an exhortation or stimulus to do something, not only to achieve an aim, but also to deal with a problem.
Are they overworked? #
Am I being controversial by suggesting that calls to action are overworked by the business community?
Are they too readily used as an easy quick fix by promoters to boost key sales metrics before a strong business relationship has been built?
Wisdom of others #
A few days ago, I included this quote from Tom Fishburne:
“The marketing funnel can give marketers funnel-vision. In focusing on the transaction over the relationship, marketers can lose sight of the actual client the funnel was designed to reach.”
To my way of thinking, the marketing funnel might be replaced, in Tom’s quote, by calls to action. Does over-reliance on them give us funnel vision.
I was chatting with a business associate about this a couple of days ago. He observed that asking a question to court an opinion might also be considered a call to action.
Very wise, I thought.
There’s a real danger of them being solely a sales-related label that might put people off, just like the term “networking” and the word “sales” itself.
The alternatives #
Instead, if we:
- Put in place some context to help solve a challenge
- Ask a question to establish our reader’s current situation
- Offer some help
We are more likely to get engagement.
What do my readers think? Please share your thoughts below.
Thank you for reading.
PS: it’s well worth checking out Tom Fishburne’s wisdom and witty cartoons on his website. I’ve put a link in the comments below…… but I’m not trying to sell you anything. 🙂
