"People will do what you tell them to if they know it will help them."
- Sarah George

It's in our human DNA to conserve calories; it's a primitive mechanism that helps us survive and thrive in life. This means if we don't have to do something, we most likely won't.

But what if someone asks you to take action? You feel accountable to their request. In a way that also helps you survive or thrive. You know what they are asking will benefit you, too. For example, when your spouse asks you to put the dishes in the dishwasher, you do it because it will ensure you get fed again – survival.

Until we're requested to take action, we won't. Many businesses assume clients know what they're supposed to do, but they don't. Clients most likely will only engage once asked. It's not always obvious that businesses want clients to hire them. You can make your request clear so that your ideal clients act.

The Call to Action

Your marketing messages should always have a strong call to action (CTA). This distinct verb sentence gives clients direction on how to proceed. CTA is one of seven parts of the highly effective StoryBrand framework.

There are two types of CTA's:

• Direct CTA - The ultimate action you want them to take (fill out the application form, buy, etc.)

• Transitional CTA - Small steps before the direct action (visit our website, follow us on social, join our mailing list)

In the dating world, a direct call would be "Will you marry me?" and a transitional would be "Can we go on a date?" Transitional calls help build your know, like, and trust factor so clients will happily commit to marrying, hiring, and referring you to their friends.

As silly as it sounds, they need to tell your ideal client what you want them to do to take that step. Be clear about the action you want them to take because too many requests get confusing.

The Most Engaging CTAs

Telling people what you want them to do doesn't have to be "salesy" or "bossy," but it shouldn't be passive. It should be a confident request you know will help make their lives better. By telling people to 'Buy Now' instead of the passive 'Learn More,' you radiate assurance that your service is worth the investment.

Let me share a client's example of a strong, confident CTA. This client is in custom manufacturing, so prospects coming to them would be in the purchase phase, knowing what they want and looking for someone to build it.

On this client's website, there was no distinct action to take. There was a lot of information to read and many photos to see, but as a prospective client, you wouldn't know how to hire them. I added a "Request a Quote" button in the header and on the services page. Within the first week, several requests came through. People will do what you ask them to do!

CTAs should be on your website, in your emails, social captions, business cards, and anywhere you communicate with your audience.

Here are some examples you can use in your marketing:

• Schedule Now

• Refer a Friend

• Join the Tribe/Community

• Claim Exclusive Access

• Watch Now

• Call Now

• Subscribe Here

• Download Instantly

Conclusion: People will do what you tell them to if they know it will help them. Always have a clear call to action for clients to take. Keep it clear and consistent. So, schedule a discovery call today and get started on your clear, consistent marketing message.