Sometimes you need to s-p-e-l-l it out to your clients and prospects what you want them to do. Now of course I don't mean this in a shout-out-instruction-like-a-sergeant-major type way (!), but in a 'make it nice and easy and clear what to do next so you are gently corralling people in the right direction'.
You want to give prospects next steps and show them how to make a decision on buying your product or service if it's right for them. Or give clients simple instructions, nicely delivered but VERY CLEAR on what to do next to get the best from working with you or using your product. Either way you need to tell people what to do!
When someone is finding out more about you, they need to know who you are and what you stand for. Then you need to let them know what to do if they like your business; should they...
- Call you?
- Email you?
- Fill in a form?
- Read your articles?
- Buy your book?
- Sign up to receive your great 'free stuff' on email?
- Watch your videos?
- Stand on their head and count to 10 (?!)
You know what would be the 'best' next step for a prospect, so you need to tell them what to do—what will be of most benefit to get them to understand more about you and your business so they are able to make a decision (or a step closer to making a decision) about working with you or buying your product.
Now this is NOT about manipulating prospects into 'buying from you' (as if you ask me you can't 'make' anyone buy anything they don't want or need, really). This 'tell people what to do approach' is more like signposting. It's the signs to the next step, then the next step, then the one after that. It might be that you have two steps in your process - 'here's what we got' & 'click here/call here if you want it' (so if I was in a cake shop I'd do this: see what's in the cake cabinet, then choose one, done!). Or—and much more likely if you're selling a service, or a more complex product—you'd want to guide a prospect through a set of questions and decisions and offer a 'buy' option at a few of these along the way (for when they are ready).
A website is a brilliant example where you can tell people what to do. You can have a super simple '1 call to action' site (like a landing page) where you literally offer one option 'do you want this or not?' about the product or service you're describing. Or on your main website where there is likely to be more information you can have options on different pages: on the home page you might have a few 'ways in' to find out 'about you' or 'products' or 'contact'. Then from these pages you'll have different signposts and next steps. If a prospect clicks straight to a product page, then offer a free sample or a questions form to send in. If a prospect clicks straight to an 'about' page, then offer them some more information or a call. Whatever you do, make sure you TELL your website visitor what to do next.
I am sure you've seen on Amazon and other great online retailers the options to buy what 'other people liked' or 'proceed to checkout' instead. That's Amazon telling you what to do (buy more, or buy now!). You can get really in-depth with calls to action on your website and split test pages and segment visitors as they enquire to guide them onto the 'ideal' next steps for them, and please do this if you're good with the tech behind it and are ready to step up your 'telling people what to do' to the next level!
Look at what you do and say to prospects (& clients) along their journey with you. Are you leaving it up to them to decide what to do next, or are you telling people (nicely!) what to do?
Being guided is welcomed by most people, and you as the Business Celebrity, doing your Thing are the best guide around. So don't forget your sign posts and share what's the next best action... tell people what to do! (because that's why they came to you in the first place).
Want to talk more about this?