How to Use a Clear Call to Action to Convert Customers

“The maxim ‘Nothing avails but perfection’ may be spelt shorter: ‘Paralysis.'”

(Winston Churchill)

Have you ever wondered how lion tamers keep wild cats nearly three times their size at bay?

While methods have evolved over the years, traditionally lions were subdued by three tools: a whip, a stool, and a handful of tasty snacks. While the whip or snacks make sense, perhaps you wonder why a stool was used (instead of a sword or a flame, for example)?

How can a small piece of furniture intimidate the king of all cats?

The truth is, the lion is not afraid of the chair, he’s confused by the multiple points on its legs. Cats are single-minded creatures, and the bobbing points of the chair legs confuse the lion into a less focused state. When the lion loses its train of thought, it is distracted from the instinct to pounce on a weaker opponent. 

Muddled Communication Can Paralyze Your Prospects

Ever try to rush your kids through breakfast and get stuck at the cereal cupboard?

As they browse a shelf of eight boxes, they slump and groan: “There’s nothing to eat!” What started as a hurry-up turns into a traffic jam. You vow that next time, you’ll only offer toast and Cheerios.

When we don’t give customers a simple, singular call to action, they may also fall into decision fatigue.

Does your website or your print materials overwhelm customers with possibilities?

Psychologist Sheena Iyengar, a professor at Columbia Business School, co-authored a study that showed significantly more conversions happened when shoppers had fewer options. In her example, shoppers had to choose from a display with six different flavors of jam versus a display with 24 different flavors of jam. How did they compare? The conversion rate for the six-flavor table was 30%, while the 24-flavor table was only 3%.

Analysis can lead to paralysis!

What about your method for calling prospects to action? Does your advertisement ask them to commit to a 30-day trial AND use a customer discount code DURING a selected 14-day window? Does your podcast ask people to share with a friend, AND subscribe, AND download previous episodes (all in one breath)?

Perhaps you need to take a step back and use these three evaluation tools:

1. Know Your Main Goal

When you ask people to do several tasks at once (like visiting your website and joining your e-mail list), you’ve probably overshadowed your main goal with several smaller goals.

Focus on one main goal for customer conversion, and use customer loyalty programs down the road to call customers to greater steps of engagement or loyalty.

2. Test Action Statements in Advance

If your communication is a mist in the office, it’s probably a fog on the streets. To determine which CTAs are crystal clear, run some A/B tests with sample customers and find out which ones are generating momentum.

3. Pack Some Punch

Start call to action statements with a strong command verb, like buy, shop, order, subscribe, or win.

Use concise phrases that build enthusiasm. Which of these CTA statements excites you more?

“Consider many of our 200 exciting destination possibilities,” or

 “Plan your dream vacation today!”

Keep things sweet, simple, and customer-focused. Once they take the bait you can always present them with more!

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Print: Use Faces to Command Viewer Attention

Did you know that humans are the only primates with eyes that contain a white sclera around the dark iris and the pupil?

Consequently, unlike our animal counterparts, we have the ability and tendency to follow each other’s eye gaze, to pinpoint precisely what someone is focusing on, and even to read into the emotion behind a viewer’s eye. This also gives us an innate ability to sense when we’re being looked at or to hastily avert our gaze in awkward moments.

Eye contact plays a crucial role in human communication, and faces have an incredible ability to command a viewer’s attention.

Imagine yourself walking down a busy street in a large city where you don’t know anyone. Suddenly, among a sea of faces, you spy a family member. Among hundreds of people, you can immediately recognize one individual and you have a strong emotional response.

Why is this experience so powerful?

Scientist Nancy Kanwisher identified a special part of the brain called the fusiform face area (FFA). The FFA allows faces to bypass the brain’s usual interpretive channels and helps us identify faces more quickly than objects. Because the FFA is so close to the brain’s emotional center (called the amygdala), the time lapse between recognition and response is nearly non-existent.

Faces Add Impact in Marketing

How does this play into marketing and print? First, it’s important to recognize the impact of faces so we can prioritize them in design.

Research by Catherine Mondloch (1999) shows that newborn babies less than an hour old prefer looking at something that has facial features. Humans prefer humans, and people buy from people! It would be careless to overlook these statistics while continually deferring to inanimate objects. When you’re looking to add that personal touch to your marketing mix, remember faces can help you to:

Connect With People

Large, faceless corporations feel cold and manipulative.

Putting faces on your brand allows people to connect with your audience in a way they can relate to. As you position faces in your ads, remember eyes looking right at people will have the greatest emotional impact, because the eyes are the most significant part of the face.

Create Curiosity

If a face on your poster is gazing toward another spot or product in the margin, people will also tend to track toward that area.

Emotions can be carried from a subject to a viewer as you set a tone within your design. The emotion in the faces you display can draw people to linger at your design or to be drawn deeper into the message.

Cultivate Trust

People react to a photo on a page faster than any other design element, and seeing the people behind a business can establish credibility very quickly.

You can use faces to cultivate trust by using staff profiles on your website, facial photos in welcome displays or high traffic areas, or by utilizing brochures that include testimonials and photos from real customers. If viewers can relate to the people enjoying your product they will automatically build positive associations.

When used properly, the use of people and faces can help you connect with people, create curiosity, and cultivate trust.  Bypass resistance and build connections through the magnetic power of people!

The Ideal Length for Tweets, Facebook Posts, and More

You’ve taken the time to collect your thoughts. You’ve carefully outlined your ideas, your theme, and the overall tone you’d like to communicate. Wouldn’t it be nice if people actually read it?

Better make it quick!

Generation Z, born after 1996, is already emerging from the shadow of millennials. Making up a quarter of the U.S. population, they will account for 40 percent of all consumers by 2020. Gen Z processes content faster than other generation, especially considering most can sort through piles of information using four screens simultaneously.

Although their options seem limitless, their time is finite. Gen Z consumers have an average browsing attention span of eight seconds (as compared to twelve seconds for millennials).

Make Every Word Count

As lead time decreases, efficiency must increase.

How do you evaluate the “right” speed for sharing? Research has answers! Here are some research-based guidelines on the ideal length for Tweets, Facebook and blog posts, headlines, and e-mails.

Twitter

Twitter allows a maximum of 280 characters, and your posts should resemble the same type of short and sweet chirp you might hear from a bird.

The essence of Twitter is its commitment to bite-sized, sharable comments. What is the ideal length of a tweet?

Research by Buddy Media shows 100 characters is the engagement sweet spot for a tweet. This analysis saw a spike in retweets among those between 71-100 characters (so-called “medium” length tweets). These posts have enough characters for the original poster to share something substantial and for a person sharing (or re-tweeting) to add commentary as well.

Facebook

Exactly what size is a 40-character post?

The sentence you just read had 41 characters. That’s pretty brief! Research by global marketing influencer Jeff Bullas found that posts with 40 characters received the 86 percent higher engagement (including comments, shares, and “like” rates from viewers) than other posts. Can’t limit yourself to such blunt communication? Posts with 80 characters or fewer received 66 percent higher engagement. Minimize length and you’ll maximize reach!

Blog Posts

Medium is a blog platform that taps the brains of the world’s most insightful writers, thinkers, and storytellers.

When measuring content that performed best on their site, Medium found that an ideal blog post is around 1,600 words, meaning the post will engage people for about seven minutes. A photo-heavy post is better suited to around 980 words, and any blog post longer than 300 words should be filled with subheads to create enhanced readability or “skim layers” for viewers.

Headlines

“Bold and Brief is Best!”

According to KISSmetrics headline experts, six words is the ideal length for headlines.

Usability research reveals people don’t only scan body copy, they also skim headlines. Consequently, they tend to absorb only the first three words and the last three words of each headline.

Don’t want them to miss your point? Then don’t use any words in between!

Six-word headlines can be challenging, so Kissmetrics suggests that rather than stressing about length, just make every word count. Especially the first three and the last three!

E-mail Subject Lines

Can you boost the open rate for your e-mails by manipulating the subject length? A study released by Mailer found a slight bump in opens and clicks at a certain range of characters:

·        4–15 characters: 15.2% open; 3.1% click

·        16–27 characters: 11.6% open; 3.8% click

·        28–39 characters: 12.2% open; 4% click

·        40–50 characters: 11.9% open; 2.8% click

·        51+ characters: 10.4% open; 1.8% click

Mid-range subjects brought the highest response. Also, research found higher open rates for e-mail subjects that convey timely information, imply benefit for quick action, and avoid exaggeration (such as capitalized letters or exclamation points).

Streamline Your Next Project with Print-Ready Proofs

Ever rushed out the door only to trip on your shoes in the entryway? Or made a hasty stop at the intersection and found yourself in a costly fender bender?

Accidents happen when we hurry, and that’s true in both life and work. In project management, sometimes we fail to allow adequate time for extra details or unexpected delays. As you draw closer to a deadline, errors are made and important details are overlooked.

Print-Ready Success

Do you want to be proud of your next print project with a smooth transition from design to print?

Here is a handy preflight checklist to help you eliminate panic or costly mistakes when a deadline is near.

  • Thoroughly proof your document for typographical, punctuation, margin, or grammatical errors. Have one or two other people proof as well. Mistakes are easy to miss but embarrassing to everyone. To slow yourself down, trying reading your document out loud or read your text backward.
  • Embed your fonts and designs. There’s nothing worse than pouring over a precise design then finding a poor imitation after it comes back from print. To maintain the integrity of your design, it is important to link all aspects of your piece (images, artwork, and fonts) into a high-resolution PDF. This includes crop marks for bleeds displaying the exact size of your trimmed and finished piece.
  • Use correct proportions, dimensions, and resolution. Images should be proofed by others to make sure they fit on the page, are correctly centered, and are cropped or outlined as desired. The resolution of image files needs to be higher for print: a JPEG file needs a minimum resolution of 300 DPI (Dots per inch). If your file does not meet that standard the quality will not be as sharp or distinct.
  • Use consistent page layouts. Clean layouts communicate professionalism and make documents easier to read. Proof your design (especially multi-page documents) to be sure margins are consistent on every page, including booklet covers or pages that feature charts or infographics.
  • Convert image formats to CMYK. JPEG is the default image format for photographs from many cameras, cell phones, and mobile devices. Screen images on TVs, computers, and cameras use red, green, and blue in varying percentages, but commercial printers typically separate artwork into four colors (cyan, magenta, yellow, black). Most design software will allow you to easily convert or save a file in CMYK, or there are several free online file conversion tools as well.
  • Print a proof and confer with our team. A surefire way to ensure a quality product is to generate a poof and discuss it with us before the final printing. It’s also important to discuss turnaround times so you can plan your milestones accordingly and allow for multiple print runs (if necessary).

We’re here to help! With local printing, you get the benefit of a work-in-progress partnership. While it’s helpful to have a preflight checklist, the trained eye of a professional is even better! Our goal is to increase your productivity, reduce your stress, and save you time and money as your prep and proof your print projects.

We’re only one phone call away, and your questions are always welcome!

Small Businesses Have a Big Reach

A tiny, Ohio-based Vita-Mix corporation has been grinding and blending for 70 years.

Known for its high-powered, durable blending machines, “Vita-Mix” was coined with an emphasis on “vita,” meaning “life.” The company was born in 1921 when founder William Barnard, after helping a friend through a significant illness, realized the tremendous impact whole-food nutrition had on health. Simple Vitamix products evolved to industrial strength mixers that could puree raw foods, blend hot soup, grind grain, or knead bread dough.

Vitamix rarely sold products internationally before the late 1990s. But as sales slowed in the U.S., the third generation of Barnard family owners decided to go global. After hiring international sales manager James Smith, exports soared to 20 percent of yearly profits, growing hundreds of new jobs in the outskirts of Cleveland. “Exporting is the salvation of our standard of living and the security of our workers,” said Smith. “It makes me proud as heck.”

A Growing Reach

Vitamix is just one small business with a large global reach.

According to 2017 statistics from the Small Business Association, nearly all of U.S. exporters are small businesses. Small businesses exported $440 billion in 2015, from nearly 288,000 firms representing 97.6 percent of all exporting firms in America. Forty-eight percent of businesses said it took them just a few months of research before they started exporting, while 36 percent said it took them a month or several months to get started.

Small businesses that export report increased sales, diversified markets, and increased long-term stability. Vitamix CEO Jodi Berg said Vitamix now exports at award-winning levels to Europe, Asia, and Australia. But before that could happen her team had to disrupt a stable business plan with a new, global vision. Does she see herself as an entrepreneur who took risks?

“I don’t,” Berg said. “To make big things happen, you have to make big moves. But big moves don’t have to be risky. If you describe a risk taker as someone who takes big moves, I’ll be that. But we did our homework.

Four Remarkable Small Business Facts

While big business often dominates headlines, small businesses play a vital role in exporting products, creating jobs, and producing wealth for thousands of families.

Here are four remarkable facts about the big impact of small businesses:

1. Nearly all are small.

Small businesses make up the vast majority of companies in America, comprising 99.9 percent of all firms. Out of 29.6 million businesses, all but 19,000 are small!

2. Half are home-based.

A home-based business may have activity outside of the home, but it is operated primarily from the home.

Industries where home-based businesses dominate include information (70 percent), construction (68.2 percent), and professional, scientific, and technical services (65.3 percent).

3. Involve family and personal financing.

About one in five small businesses are family-owned, and 21.9 percent of small firms have used personal or family savings (versus business or banking loans) to resource expansion.

4. Durable.

The one-year survival rate for businesses hit 79.9 percent in 2016, the highest level since 2006.

About half of small businesses survive five years or longer, and one-third survive 10 years or more. The longer a company is in business, the more likely it is to stay in business.

According to the National Association of Small Businesses, entrepreneurs say economic uncertainty, health insurance costs, and a decline in customer spending or cash flow are the biggest challenges they face. Still, most business owners are fairly optimistic: 75 percent say they’re confident in their own business and its future.

Grow Your Business Through Successful Staffing

Todd Fishman and Hunter Brooks were childhood friends who attended the University of Washington before heading to corporate Manhattan for several years. The friends reconnected in New York, bonding over their love of great salad.

Yes, young men eating salad.

Salads are so trendy that in Manhattan the lines for gourmet salad bars stretch around the block. While waiting in one of these lines, the friends had their “Aha” moment. They looked at each other and said, “This would be killer in Seattle!”

A Quickly Budding Dream

Enter Evergreens healthy food chain, co-founded with their associate Ryan Suddendorf in 2013.

Over five years, Evergreens has seen 200% revenue growth each year, with six stores in Seattle and a projected 11 more by 2019. Evergreens caters and offers salads, wraps, and grain bowls while keeping food fun with names like “Dice-Dice Baby,” the “Cobbsby Show,” and an Asian mix called “Pear-ly Legal.”

While entertaining, Evergreens is rooted in a focused business strategy to ensure the start-up succeeds. Successful staffing has been fundamental as Evergreens has scaled for growth and shaped a positive culture to attract the very best team.

Infrastructure that Keeps Pace with Growth

People are the backbone of every company, and Suddendorf said staffing was lean in the early days.

Chaos abounded, with lines out the door and the three founders acting as the company’s only corporate employees.

“It was like changing the car tires on a moving car,” said Suddendorf. “There was no time to step back and establish a process and then try to teach it to everybody in the stores.”

“We were working in the business rather than on the business,” Fishman said. “We were very much in the weeds.”

In retrospect, the friends say they would have raised more money upfront and contracted consulting from restaurant specialists or professional staffing agencies. Simultaneously growing a business and a competent staff is like parenting: along with joy and new discoveries, each phase presents greater challenges.

To grow effectively, healthy businesses need to adopt staffing strategies that meet current needs but also anticipate the future. Since Evergreen’s early days, Brooks says great people have been key to scaling growth without sacrificing quality. The founders gave intense focus to its corporate team in 2015, bringing on a COO and aggressively hiring HR, business development, IT and accounting specialists shortly afterward.

“There’s part art, part science to staffing the corporate team when your store count is growing,” said Brookes. “Sometimes you’re going to be a little heavier on the corporate overhead, and sometimes you’re going to be a little leaner.”

Attracting Engaged, Competent Employees

People are your company’s biggest asset, and engaged employees can give your business a huge advantage.

Finding and maintaining great staff requires a people-focused approach. As you develop short and long-term staffing goals, hiring should align with your business objectives.

Whether you want to expand certain sectors, launch new products, or grow online visibility, your hiring strategy should be totally in sync with these objectives. While you proactively work toward long-term objectives, temporary or contract staff may provide the essential support you need for specialized projects, seasonal rushes, or particular areas of expertise.

Evergreens strives to grow a brand that generates inbound applications versus actively recruiting staff. This means prioritizing a supportive, energizing work environment that includes above minimum wage pay, free employee meals for each shift, and $40 monthly bonuses for employees who lead healthy, active lifestyles.

Suddendorf says the company also makes a point of promoting employees to maximize unity and momentum:

 “About half our corporate team started in our stores.”

Four Reasons Great Promotional Products Work

Branded products are everywhere: featured in movies, professional sports, and even on your favorite jacket or thumb drive.

These products bring pleasure and familiarity while sending a message of brand support to friends and casual observers. And these ideas carry substantial weight.

Another Washington First

The first known example of distributing promotional products was in 1789.

Commemorative buttons, created to celebrate George Washington’s inauguration, featured a crisp, stamped profile of Washington and the Latin phrase “Pater Patriæ,” meaning “Father of his Country.”

Sported by patriotic Americans, the buttons celebrated American democracy and support for the first president. The passion behind this message continues to live on: in February of 2018, one of the inaugural buttons was auctioned for $225,000!

The Gift That Keeps On Giving

Washington’s buttons fueled momentum, and your customers are wired to respond to promotional products too.

Eight out of 10 U.S. consumers own at least one giveaway item, and 60 percent of people who receive a promotional gift keep it for up to two years! If those stats don’t speak for themselves, here are four reasons that branded merchandise will work for businesses of any size:

1. Free Stuff Grabs Attention.

Like candy at a parade, free stuff draws people.

Promotional gifts catch their eye and make them wonder what the hype is about. When you give gifts, people are attracted to you. Whether its curiosity, playful interest, or eye-catching designs, giveaways generate interest and ignite conversation.

2. Product Giveaways Pave Pathways for Loyalty.

Once you have their attention, you open the door for further interaction.

This happens, in part, as new customers warm in their perception of your brand. According to Tourism Consumer Insights, 52% of those who receive your product are more likely to think highly of both you and your business. As affinity increases, so does their interest in your business, because it’s human nature to want to give back to someone who has given to us.

In a Promotional Products Association International (PPAI) study, 85% of consumers who received a promo product said they ultimately did business with the advertiser.

3. Brand Recognition Peaks Through Repeat Exposure.

What is the ultimate goal of branded products? To engage and influence buyers.

Tangible, useful products offer your business endless opportunities to distinguish itself and to do it repeatedly! According to PPAI, 73 percent of those who receive a promo product said they used it at least once a week.

Offering free items to consumers is an incredible marketing tactic that will keep your company on their minds anytime your product is in use.

4. Giveaways Extend the Life of your Message.

How long does it take you to forget a text message or delete an e-mail? Seconds.

But tangible products (especially stylish or fun items) are much harder to toss aside. As you weigh your best product option, consider the interests and needs of your target customers and create the kind of products they’ll actually want. If 75% of your prospects use public transportation, tasteful branded umbrellas might become a constant companion during their morning commute.

People love stuff. It’s just a fact. And while only 28 percent of people are able to recall a TV ad, 57 percent are typically able to recall an advertiser on a mug.

While promotional pieces bring upfront expense, the longevity and brand recognition they create is an investment that keeps on giving.