Time and again I fail to see an important trick on campaigns and other marketing activities: the call to action.
This is a simple marketing ploy that is often neglected, misunderstood or even misapplied. And it’s all down to a terrible affliction: assumption.
Why do marketers assume their customers know what to do, understand their product or will be elbowing their way towards buying their services?
Why are campaigns and adverts forcing their unsuspecting public onto inappropriate and irrelevant webpages that do nothing to further their marketing activities?
Why do some online e-commerce systems become so complicated, require too many clicks, and present a maze of confusing webpages to wade through?
Why are there not enough instructions, persuasive wording, worthwhile incentives, relevant landing pages, inviting buttons to click on and exciting prizes to be won?
Why don’t marketers take more heed of the ‘What’s in it for me?’ syndrome when they think up a new marketing campaign?
Why do marketers spend time and money on a fancy Flash presentation that contains no call to action and is unable to be indexed by search engine spiders?
Why do people fail to communicate their marketing campaign further afield in social networking and other collaborative and interactive media?
Why do people create a campaign, upload it and then forget about it, without bothering to promote or optimise it?
Why don’t marketers have that desire to understand their customers or give them something to DO?