When you communicate with members, do you always tell them what you want them to do? If not, you're missing out on a great opportunity to accomplish your association goals, while serving your members.
Our days are filled with many calls to action: "Click Here Now," "Order Before Midnight," or "Try Our New Crunchy Egg Doritos Breakfast Burrito!" (ok I made that last one up, but doesn’t it sound like something Taco Bell would do?)
Your communications should do the same. You're trying to influence members' behavior with every event, email, blog post or website page. Don't waste the opportunity to accomplish what you want and help members do their part!
Your call to action can be subtle and in character with your organization. It may be a simple as "Click here for more information" or "Reserve your conference reservation today." Ultimately, it should tell readers what you expect out of them and give them a way to comply.
Marketing experts have shown that simply adding a clear call to action at the end of message can boost conversion rates by 30 percent. That means nearly one third more people respond simply because they were asked to. They signed up for a mailing list, registered for an event or asked for quote or whatever. All because they were asked to.
Here are some tips for creating a call to action that gets results.
Start with the end in mind: Identify your objective. It may be different for different communications. On your main site you might tell prospective members to send a request for more information. On an email about a legislative issue, you could ask members to join a task force or send their thoughts to a legislator.
Every time you talk to members, think about what you want them to do next.
Use Action Oriented Words: Framing your call to action with an action verb has been shown to – wouldn’t you know it – inspire said action. Consider:
Be consistent: Be disciplined and include a call to action in every communication. Your members will be trained to look for the call to action and click on it.
Include the Offer: Play up the benefits of the action. Try "Stay up to date on this important legislative issue" or "Take the early registration discount." If the offer is something you’re providing, deliver what you promise quickly and easily. Give readers a deal – buy two special reports for the price of one, or save 25% on two registrations from the same organization.
Be Aware of Context: Make the call to action stand out graphically, but don't let it interrupt the flow of the surrounding text. Draw the reader's eye, but don't be annoying. Use a button with text on it where you can. Make sure it's sized appropriately for you content to attract attention without being distracting.
Demonstrate the Incentive: Is there a discount that's only available for a certain time? Is there a deadline for sending a note to your state legislators? What will happen if they don't act? Be sure to include any specific dates in your communications so your members know when they need to act by. For example, "Click here to refer a new member by Dec. 31 and receive 10% of next year's renewals."
Create a Sense of Urgency: Give the sense of a limited time to act: "Click now to save," or "This offer won't last long," or "Make your voice heard before you lose your chance."
Make sure the call to action is consistent with the message around it to create the desire to act now in a relevant way.
And, be sure you use your association management software to track responses to your calls to action and share them with the staff. You'll learn the secrets of how to motivate your members, create stronger engagement and deliver more value to your members.
Start using a powerful call to action in every communication today. After all, if you don't want action, why are you communicating?
Now, how can you get more visitors to your website to view your lovely calls to action? Seduce them, of course! (See what I did, there?)