Which one of these two calls to action makes you want to take action?
Call to action. #1: “Buy our stuff. It’s the best. Get it here.”
Call to action. #2: “We are a company on a mission, and we invite you to join us because it will transform how we all live. For this, you will need to buy our stuff. It’s the best for that specific mission. Get it here.”
The product is rarely the only reason why we move forward. Context is equally important and sometimes even more important.
But we seem to forget too often about that context. We either rushed through the sales process or thought people know it already, so we’re going to sound too repetitive if we mention it again.
Call to action #1 might work for commodities and things we’ve bought over and over before.
Call to action #2 is indispensable for an innovative idea, solution, service, or product. It tells us WHY in a specific context, the one that you’ve framed as being important to understand.
Hit reply and let me know which one.
Join the next Strategic Underground Session
It is free, and it will inspire you to build your strategic narrative.
I am inviting you every Thursday at 9:00 am Pacific to attend a free 30-minute talk+conversation about one of the strategic narrative principles in the book I am writing. I call these meetings Strategic Narrative Underground Sessions.
It is an opportunity to connect, learn and provide input on a piece of work that you might end up using for your own benefit. For me, it’s a chance to test new ideas.
At the end of the call, you will get access to the Google document with the manuscript of my book. Each time you join, you get access to a new pattern. You can join for free as many times as you want.