Marketers often fall into the trap of giving their customers too many options.
While it can seem tempting to try LOTS of offers/calls-to-action (CTAs) in your piece to see what resonates best with your ideal prospects, this actually decreases the total response for your campaign because:
You’re making your customer do the work to choose which offer is right for them.
Ideally, all of your marketing messages should have ONE offer/CTA.
Just like marketers write at a middle school level to decrease barriers in readability, focusing on one CTA removes another barrier. Instead of the prospect deciding between A, B, C, and D; they’re just choosing between “yes or no” on one thing.
To find your best CTA, consider:
- audience familiarity with your product
but don’t forget to assume the audience hasn’t seen any of your prior marketing efforts.
- the pain points that your product solves
- previous campaign successes and A/B test results (or test research)
- the ultimate goal of your campaign
When marketers make their campaigns as simple and targeted as possible, barriers go down and conversions go up.