Regular readers of this blog know that I’m a great admirer of Marcia Yudkin of The Marketing Minute. This self-described “Marketing Expert and Mentor” is the real deal. And just as important to me, “The Marketing Minute,” which lands in my inbox every week, takes only a minute to read and almost always has some wisdom I can use.
But, I digress.
Back in August, Ms. Yudkin talked about the importance of calls to action. She said, “When it comes to selling, you sabotage your earnings when you leave out the ‘everyone knows what to do instructions.’”
As a copywriter specializing in marketing communications, I know that’s true. Let me provide an example from my “other life” as resident manager of a 19-unit complex. In this job, I no longer assume that tenants won’t over soap the washing machines or put their recycling in the right bin. Some do, some don’t, and some don’t care. (Fortunately, there are very few “don’t care” folks in the complex.) So, as nicely as I can, I tell them what to do. Some look surprised, some look appreciative, some look a bit baffled, but they mostly comply.
That may sound petty, but offering clear direction is what helps keep things humming along as you intended.
Photo Credit: Viacheslav Lukobchuk (123rf.com)
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