A February post by marketing guru Marcia Yudkin (https://www.yudkin.com/markmin.htm) addresses the call to action. That is, why you need to include a “why” in your call to action.
Anyone who reads my posts regularly knows that I love curating Ms. Yudkin’s petite pearls of wisdom. She has a genius for packing a lot of good thinking into just a few words. In fact, this post will probably end up being longer than her original piece.
In discussing the importance of including a “why,” Ms. Yudkin mentions getting an invitation to sign up for a free email course. The invitation noted that enrollment was “Limited to 100 people. Seriously.” The limit seemed unreasonable. She signed up anyway, but with reservations and a “why” at the back of her mind.
Citing Robert Cialdini, the author of Influence, Ms. Yudkin notes that “people expect a reason along with an out-of-the-ordinary request or offer.” I think we can conclude without error that the “because I’m the Mom and I say so” school of reasons isn’t going to cut it.
So, give your customers, your audience, your colleagues, whoever, a good reason for doing something you ask them to do, and they’ll be more likely to do it. Could that be too simple?
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