There should be a “Buy Now” button in the top right corner of your website, and it shouldn’t be cluttered with a bunch of other buttons. The same call to action should be repeated above the fold and in the center of your website, and again and again as people scroll down the page. It’s true we don’t want to constantly beat our customers over the head with direct calls to action but is very rare that someone oversells.

There are two kinds of calls to action:

• Direct calls to action. “buy now,” “schedule an appointment,” or “call today.”
• transitional calls to action. They deepen the relationship.

A direct call to action is something that leads to a sale, or at least is the first step down a path that leads to a sale. Transitional calls to action contain less risk and usually offer a customer something for free. Transitional calls to action can be used to “on-ramp” potential customers to an eventual purchase. Inviting people to watch a webinar or download a PDF are good examples of transitional calls to action.

In our marketing collateral, we always want to have a direct call to action and a transitional call to action.

DIRECT CALLS TO ACTION

Direct calls to action can be included at the end of every e-mail blast, on signage, in our radio ads, and even in our television commercials. Consider including direct calls to action in every team member’s e-mail signature, and if you really want to get the point across, on all your business cards.

Examples of direct calls to action are

• Order now
• Call today
• Schedule an appointment
• Register today
• Buy now

TRANSITIONAL CALLS TO ACTION

A good transitional call to action can do three powerful things for your brand:

1. Stake a claim to your territory. If you want to be known as the leader in a certain territory, stake a claim to that territory before the competition beats you to it. Creating a PDF, a video series, or anything else that positions you as the expert is a great way to establish authority.
2. Create reciprocity. I’ve never worried about giving away too much free information. In fact, the more generous a brand is, the more reciprocity they create. All relationships are give-and-take, and the more you give to your customers, the more likely they will be to give something back in the future. Give freely.
3. Position yourself as the guide. When you help your customers solve a problem, even for free, you position yourself as the guide. The next time they encounter a problem in that area of their lives, they will think of your brand.