Crafting your call to action: What type of Dinosaur is your customer?
Since dinosaurs roamed the earth with their strange shaped bodies and questionable temperaments, calls to action have resounded across the buying-sphere.
Spurring their peers into action with primal screeches, Terradactyls had it easy in actioning friends because ‘move or die’ is a pretty convincing motivation. Fast-forward a couple of eons and calls to action have been honed into subtle bites of persuasion.
Here are our top ten tips for crafting your dinosaur below:
1. Know your dinosaur
What is it that floats your D’saur’s boat? Do they dig greens or flesh? What are their needs? You don’t want to go selling a long sleeve top to a T-Rex. Your best bet is to focus on a problem D’saur’s been grappling with and then present your brand as the fix it. Create a rationale for them to take your lead.
2. Direct and drive your dinosaur
When communicating with your D’saur, would you say timidly – ‘please take your gigantic hoof-thing away from my delicate tootsie’ or rather ‘get off my foot!?’ Clear language should speak your desired action. Your D’saur will respond to actionable words, something that asks them to literally do something like ‘get off,’ ‘call,’ ‘enter now’ or ‘go to.’
3. Don’t leave your dinosaur hanging
There’s nothing worse than when you’re hanging out with your D’saur buddies and the T-Rex goes for a high five only to have that jerk Stegosaur leave him high and dry. Basically, if you ask your D’saur to call, leave a number and make it local or toll-free. Also – leave it at ‘gimme five’… don’t do the ‘on the side… down low’ bit – don’t be that guy. One action only.
4. Create a sense of act now
Triceratops enjoys eating clover. Clover is only in season for another 3 weeks. Better tell Triceratops to chow down today, not tomorrow, not next week. Remind her of the long clover-less winter ahead. Educate her about the nutritional value of end-of-season clover flowers. Also, make sure you let your D’saur know if your offering is finite – ‘limited-time only.’
5. Reassure your dinosaur
Everyone knows about that time Parasaurolophus was lured into the clearing by that cave-to-cave salesperson and then after he’d bought 9 steak knives, was killed by that Spinosaurus because he’d been out in the open to long. Talk your D’saur through the process after they take your online bait. Assure them it won’t take long, cost them more, sign them up for things and then do what you say. Basically if your post-action process looks like this – ‘Follow us today for 9 quality steak knives and then be eaten by a terrifying beast’ – change the experience.
6. Make your dinosaur feel special
Why should Triceratops use your brand of moisturiser when her current product is keeping her skin so rough and dry? Package your offering with an incentive – a discount, free gift or guarantee. When your moisturiser comes with a free horn oiling kit when she orders today, it’s in the bag.
7. Repetition works. Repetition works
What’s better than saying something once? Saying it twice. Repeat your message but don’t repeat yourself – keep it fresh – rephrase and mix it up. ‘Visit Megasauras Mall today to receive your free Jurassic mug,’ ‘Ask about your free Jurassic mug at Megasauras Mall today.’ If your communication has multiple pages, make sure there’s a call to action on each.
Online, you’re senses-poor so relying on visuals means it’s gotta look good and be visually effective. Don’t confound your D’saur with busy and saturated design. Use white space, contrasting colour, reversed text and graphic ushers like arrows. Create information hierarchy by making your call to action larger than surrounding elements. Ensure the eye is ultimately drawn to your actionable element.
9. Convert your Dinosaur
You can lead your D’saur to the Cenozoic Era but you can’t make it evolve. It’s crucial that all the steps to sale are tended to so after getting them to action your call, ensure that the entire purchasing process is straightforward. Support your D’saur through your online conversion course – man the phones, email them if they drop off and don’t let them slip through the binary.
10. Think outside the Jurassic Period
Be creative, think it through, don’t take the easy way out and above all – take an authentic interest in your D’saurs. If you were asking a T-Rex on a date, you wouldn’t call her to action by inviting her to a vegetarian restaurant so take the time to be relevant and interesting. Enjoy crafting your call to actions and FYI – we’re pretty sure D’sau’s don’t eat clover.