You finish reading the perfect piece of content.
You believe everything the author wants you to believe.
You would do anything they ask of you!
So why didn't you take action?
They didn't ask you to at the right time in the right way.
Let's fix that:
You believe everything the author wants you to believe.
You would do anything they ask of you!
So why didn't you take action?
They didn't ask you to at the right time in the right way.
Let's fix that:
The Call To Action is missing for most pieces of content.
Your reader has no idea what they are supposed to do now. 🤦♂️
You can hit the other 5 Pillars Of Influential Content and still not make a dime with a weak Call To Action.
Your reader has no idea what they are supposed to do now. 🤦♂️
You can hit the other 5 Pillars Of Influential Content and still not make a dime with a weak Call To Action.
Your Call To Action has 3 parts:
1. Prime the reader
2. Tell them what to do
3. Incentivize them to act
Most content that fails uses #2 and ignores #1 and #3.
1. Prime the reader
2. Tell them what to do
3. Incentivize them to act
Most content that fails uses #2 and ignores #1 and #3.
If I asked you right now to walk out in the middle of traffic, you'd think I was crazy.
You not only would not do as I asked, my credibility for future requests would be shot.
Total fail on my part.
How can I get you to go out in traffic?
You not only would not do as I asked, my credibility for future requests would be shot.
Total fail on my part.
How can I get you to go out in traffic?
"There's a child in the middle of a busy street, run and get him, you are the only person who can do this!"
Now you are off your couch and running out the door faster than lightning.
Now you are off your couch and running out the door faster than lightning.
In one sentence I primed you (kid in street). 😱
I also called you to action (run and get him). 🏃♂️
And I incentivized you (both only you, and also urgency). ⏰
I also called you to action (run and get him). 🏃♂️
And I incentivized you (both only you, and also urgency). ⏰
Your call to action to buy your course or subscribe to your email list will never be compelling as saving a child.
But you still need all 3 elements.
Prime
Ask
Incentivize
But you still need all 3 elements.
Prime
Ask
Incentivize
"Subscribe now" is boring and no one will ever care.
Even your Mom will lie to you when she tells you she subscribed.
She loves you, but she just can't bring herself to take an action that boring.
Even your Mom will lie to you when she tells you she subscribed.
She loves you, but she just can't bring herself to take an action that boring.
First you need to Prime the Subscribe Now.
Give context that builds relationship so that your reader cares about you.
I explain Credibility, Connection, Compelling, and Country Industry in my earlier threads.
These threads are great places to start:
Give context that builds relationship so that your reader cares about you.
I explain Credibility, Connection, Compelling, and Country Industry in my earlier threads.
These threads are great places to start:
Now when you Ask, let's also be more clear.
"Subscribe" to what exactly?
Are you going to bore people with terrible emails 5 times a day?
Or give weekly insights that can be read in 5 minutes or less?
If your Ask is specific to my Need, chances are higher I will act.
"Subscribe" to what exactly?
Are you going to bore people with terrible emails 5 times a day?
Or give weekly insights that can be read in 5 minutes or less?
If your Ask is specific to my Need, chances are higher I will act.
Third we need to Incentivize.
"Subscribing might be a good idea, but I'm busy, so I'll do it next week."
How can we break past that barrier?
"Subscribing might be a good idea, but I'm busy, so I'll do it next week."
How can we break past that barrier?
Remember the kid in the street?
Remember that only you can save him?
We need urgency that demands attention.
We need urgency that demands action.
Remember that only you can save him?
We need urgency that demands attention.
We need urgency that demands action.
"Subscribe within 30 minutes and I'll send you the bonus Chapter 13 of my book.
The only way you can get this chapter is by subscribing!
I'll also send you my $99 box of templates to make implementation faster, free."
The only way you can get this chapter is by subscribing!
I'll also send you my $99 box of templates to make implementation faster, free."
Now there is a reason to act now, not later.
And we have opened the door to what the end user wants.
Some of you don't just want a solution.
You want the best solution, fast.
Now we offer the Discovery Call. 👀
And we have opened the door to what the end user wants.
Some of you don't just want a solution.
You want the best solution, fast.
Now we offer the Discovery Call. 👀
For the 20% of your audience who has that burning desire to solve their specific problem Right Freaking Now, the Discovery Call is the most attraction Call To Action.
Because it involves time with you, the prospect believes they are more likely to get their problem solved.
Because it involves time with you, the prospect believes they are more likely to get their problem solved.
Side note: in my Discovery Calls, I don't provide solutions.
I give space for prospects to prove to me both their burning desire for a Joshua Lisec book and also prove to me their business model for monetizing the book I'll write them.
I give space for prospects to prove to me both their burning desire for a Joshua Lisec book and also prove to me their business model for monetizing the book I'll write them.
Only when the passion and business model are both present do I let people work with me. 🏆
The result is I get client stories like @ifixhearts:
The result is I get client stories like @ifixhearts:
Now back to your Call To Action.
The best Call To Action at the wrong time won't work. 🙅
I tell you about the kid in the street while you are walking your 3 year old, and you'd have to endanger your kid in order to save a stranger's kid?
No longer a slam dunk offer. 😬
The best Call To Action at the wrong time won't work. 🙅
I tell you about the kid in the street while you are walking your 3 year old, and you'd have to endanger your kid in order to save a stranger's kid?
No longer a slam dunk offer. 😬
You see sales pages with Buy Now buttons every paragraph... but only half way down the page.
Only once most people have seen enough to make the decision.
A Buy Now button *only* at the top or *only* at the bottom of the page would tank sales.
Only once most people have seen enough to make the decision.
A Buy Now button *only* at the top or *only* at the bottom of the page would tank sales.
Please never write a book with a "If you'd like to learn more about my work, email me at learnmore@authorname.com."
You need a book funnel, not an eight point font pity party for your failed brand.
You need a book funnel, not an eight point font pity party for your failed brand.
If you aren't sure about your Call To Action...
If you don't want to go to all the effort of writing a book only to sell 10 copies...
Get on my calendar at entrepreneurswordsmith.com
If you don't want to go to all the effort of writing a book only to sell 10 copies...
Get on my calendar at entrepreneurswordsmith.com
I'm booking about 6 months out, so any delay on your part could kill months worth of high ticket sales...
Ouch!
Ouch!
Quick review of this thread:
Prime: I demonstrate expertise, and you already know from previous threads that I will ask you do to something at the end just like I always do.
Ask: Get on my calendar and prove to me you deserve to work with me.
Incentivize: Booking 6 months out.
Prime: I demonstrate expertise, and you already know from previous threads that I will ask you do to something at the end just like I always do.
Ask: Get on my calendar and prove to me you deserve to work with me.
Incentivize: Booking 6 months out.
Maybe a dozen people reading this thread will book calls with me.
And only 1 or 2 of those will I let work with me.
My Call To Action is tailored to a high end offer that takes me 8 months to deliver.
You need to tailor your Call To Action to your funnel. 💪
And only 1 or 2 of those will I let work with me.
My Call To Action is tailored to a high end offer that takes me 8 months to deliver.
You need to tailor your Call To Action to your funnel. 💪
Are you that person ready to work with me?
Prove it to me at entrepreneurswordsmith.com
Prove it to me at entrepreneurswordsmith.com
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