Every small business owner, every doctor, dentist, attorney in the world is trying to figure out the number one conversion hack. It’s deemed elusive, almost invisible. That’s B.S.
Before I get into this heavily-contested subject, let me explain what conversion rate optimization is, at least from a magnetic marketing perspective. Conversion rate optimization is the one element that turns lookers into buyers. It’s the one thing that makes people get past the research stage and purchase something.
Neil Patel has a slightly different spin on the term, conversion.
A conversion rate is the number of actions divided by the number of visitors to your site.
Actions are whatever you want your visitors to do, or your calls-to-action (CTA).
I think he’s been reading Dan Kennedy’s work; I really do. The big difference is that Neil offers an entire laundry list of elements within the messaging, offer, every action within your modus operandi. In fact, if you check out the link under Neil Patel, you’ll discover exactly what I mean.
When I stated earlier that I think Neil Patel has been reading Dan Kennedy's works, I wasn’t kidding. Dan’s work is famous across the globe. It is succinct in style and format, gets right to the point, so to speak. Here’s what I mean.
Now let’s switch gears and talk about what I believe is the single most important device that gets your customers or prospects to buy… the call to action!
…..A strong direct call-to-action in direct mail is vital. Tell the reader exactly what you want them to do, how to do it and when to do it. If response to your offer is any way complicated you may want to number the instructions, one, two, and three.
The call-to-action may appear in several places in the typical direct marketing package, such as the letter, the main brochure and most importantly in the response device. A response device is the coupon to be redeemed, the order form, or the reply card. Whatever your response device is it should restate the basic offer and bonus and present the call-to-action. You can learn to use these techniques to develop effective direct mail marketing materials for your businesses, products and services.
As a “can’t get enough of planet Dan” business owner, the CTA, Call-To-Action with a response device is without a doubt the best conversion element. As long as the CTA possesses all the right bits and pieces that support it. It starts with a knock ‘em dead title. The hook must be so tantalizing that the recipient can’t help but to begin listening, reading, or viewing, that they simply need to find out more.
Each sentence in the communication must create a strong desire for the recipient to go to the next line. To get deeper and deeper into the almost hypnotic state where the desire for the offering grows with each passing phrase.
People need to be told what to do, it’s that simple. If you tell them to keep reading, they keep reading. If you tell them they need this “widget” throughout the copy at least seven times (one way or another), when the call-to-action to buy is finally presented they do just that. They are predisposed to buy when the recipient has been “softened up” with your amazing messaging.
The number one, hands down, conversion hack is the direct response call-to-action. I agree with just about every word Dan writes, so why should this be different?
If you’re reading this far down the page, I wish to thank you. If there is situation or circumstance that I can support you, I am humbly at your service.