In Calls to Action, Less is More
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Sonia Simone’s Copyblogger post yesterday made the point that users will have an easier time getting from Point A to Point B if they’re provided clear directives. It’s why, as she notes, the ole “click here” method still works better in eliciting action than passive, descriptive text that just happens to be linked.
She says,
Decide what action you want readers to take. Ask them to take that action. Ask them clearly, succinctly and unmistakably. Put at least one unambiguous call to action into every piece of persuasive writing you create. You’ll see results.
One thing I’d add is that it’s not enough just to write clearly with smart, action-oriented (read: verb laden) copy. I mean, I get mega frustrated when I come to a page with fourteen different next steps, each holding as much weight as the last, and each seemingly no closer to my target. I couldn’t be bothered to read all the copy someone may have painstakingly crafted for those spots; instead, I’m looking for a way out. And it’s probably the X my browser window loyally provides.
We work tirelessly with clients to help define user paths up-front; THEN, we reel in those users with punchy content, whether in a gorgeous red callout or an email blast or a Flash intro. What’s great about the web (what isn’t?!) is its relative transparency thanks to tools like Google Analytics, so we can always nimbly modify the paths that aren’t leading to conversions by learning from the ones that are. Ultimately, it’s better to make some assumptions that can be corrected later about what users want rather than slapping seventeen callouts in the right sidebar and hoping one sticks.
And when it comes to getting from Point A to Point B, who wants to find a fork—or seven—in the road? I mean, less is more, isn’t it?
Be Spontaneous at the Right Time
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Over the weekend, I watched the very powerful special on Martin Luther King, Jr. In telling the story of Dr. King’s life and his early civil rights work, the special described Rosa Parks‘ historic decision on December 1, 1955, to refuse to give up her seat on a city bus in Montgomery, Alabama. This decision was a pivotal spark in the civil rights movement.
One of the people recounting the Rosa Parks story was Juanita Abernathy, wife of Rev. Ralph Abernathy, a prominent activist who worked with Dr. King throughout his life, including partnering with him to organize the Montgomery Bus Boycott. Mrs. Abernathy made two comments that I found particularly relevant in understanding the “spark” that can inspire huge groups of people to take action and change their behavior. The first had to do with authenticity.
“Had we planned it, it wouldn’t have worked. It was spontaneous.”
People have an instinctual sense of what is real and what is staged, and can’t help but be uninspired by contrived situations. On the contrary, authentic, impulsive, passionate action can be incredibly inspiring. At a time when such actions can now be shared, broadcasted, announced, and discussed by millions in real-time, the power of spontaneous authenticity has never been greater.
Her second comment—perhaps a more important one—had to do with timing.
“The community was worn out.”
She described that the community of people who rallied around Rosa Parks’ brave act was ready. December 1, 1955, certainly wasn’t the first time someone had refused to give up her seat, so what made that act on that day so special? All the other smaller things that primmed the community to be yearning for something to rally around.
Jackson recently argued that a community is grown, not built. I might argue that it needs to be found first. For your message to get out, catch on, and have lasting power, you need to start with a great message, then deliver it at the right time to a community that’s ready to be inspired.
To Thine Own Self Be True
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Although clients know themselves and what they have to offer, sometimes they struggle with conveying that through writing. They consider who they are now, what they had to offer a year ago, maybe what they want to become in five years ... Ack! So much to wade through in paring down a unique voice and tone.
Categorization helps us process things, so when we come across a new site, we immediately ask ourselves questions like: Is this legitimate? Does this sound like some kooky pyramid scheme? Is the design a joke? Do the people look happy in their staff headshots? (Maybe that’s just me who asks that...)
Across the board, more and more websites are being labeled legitimate because they seamlessly integrate informational tones with a subtle degree of whimsy or humor. Gone are the days of formalspeak that no one cares to read. Readers want to be spoken to the way you’d interact with them in person. The web is beautiful like that.
So, where do you start?
The first step I suggest when clients are trying to define their voice in writing is to, well, SPEAK. Gather a bunch of people whom you trust, and then pitch to them how you would describe yourself or your business. Just say what you mean, from the hip, in a way that is free-form and flexible. Answer questions like: What benefits do you offer? Why should anyone care about you? How can you improve their lives? How can you impact them? Listen to how they react. Correct what’s confusing. Emphasize what works.
After you’ve heard your pitch a bunch and gathered the crucial feedback, then start writing. Try to replicate what you were saying. Don’t immediately edit everything you write. Come up with several sentences—not paragraphs—and then say it again. Listen to the way you sound. If it sounds forced when you say it, chances are it will read that way, too. Keep trying.
Once you have something solid, determine if it could be even more succinct. Cut what’s redundant or awkward. If you think it takes many paragraphs to explain something, then chances are your readers won’t get it fast enough. You could have the greatest idea since Al Gore invented the Internet but no one will stick around to care if you can’t convey it concisely and in a way that resonates with them.
It’s from this exercise—which admittedly can be rather tedious—that all additional content can be generated. Knowing yourself and describing yourself in a way that’s true to your voice and tone will provide the point of orientation against which all other site content can be created; writing new content will be easier, and your readers will appreciate the consistency and personality.
The Customer Isn’t Always Right, but the Customers Are Always Right
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Those who have worked in retail (I worked at Radio Shack while in high school) almost definitely have been taught that the old adage that "the customer is always right." Those same people probably would also be the first to say that it's total crap -- customers are often wrong. From small mom-and-pop shops to Southwest Airlines, companies are increasingly firing their customers, realizing that happy employees provide good customer service, and crappy customers make employees unhappy.
On the web, we're supposed to pay a lot of attention to the needs of the customer. After all, we tend to accept that in general, a great customer experience yields whatever we want: more sales, regular customers, greater engagement, or whatever. So how do we balance these seemingly mutually-exclusive perspectives? The devil is in the detail...
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