How To Use A Call to Action for Better Advertising Response

Wouldn’t you like a simple but extremely powerful way to pump up sales, get better quality leads, and practically eliminate advertising waste?

Here’s an insider tip.

Hey, you and me… we’re in the marketing trenches together. Every day. And we’ve lived to tell about it.

But what may surprise you is that very few business owners employ this simple but powerful “tool” in their advertising.

This tool I’m hinting at is called… tada… a call to action.

What? Yes, it’s a call to action.

If you don’t ask, then you don’t get. Sounds reasonable, right? But very few business owners (or their creative staff) use this simple tactic to boost sales.

All… and I mean all the marketing pieces that I write, and this includes white papers, print ads, landing pages, emails, you name it, includes some sort of call to action.

It’s the very core of the type of advertising I use. This is called direct response marketing. And it works… like gangbusters, if done correctly.

Why Use A Call To Action (CTA)?

First of all, it works. It’s a great way to move people down the sales funnel.

Second, it measures the effectiveness of your copywriting.

Think about it. The more responses you get directly indicates how compelling your copy must have been. In other words, your copy message is doing its job.

Now that you know the advantages of using a CTA, let’s look at a few examples. They’re not as difficult to come up with as you may think.

When you think about your “call to action” think about what objective you want the reader to do…

… sign up for a webinar, download some information, visit your store or call now.

Pretty simple, right?

If you’re stuck or just can’t find good ideas for your call to action, then start an advertising swipe file.

I’ve talked about this before but as a reminder, a swipe file is a collection of good ads that are producing good results. And how you’ll know that these are “good” ads is that you’ll see them running over and over again.

Savvy marketers do not like to spend money on advertising that is not producing. It’s all about a good ROI (return on investment). And only good direct response marketing gives you this opportunity.

Now while I’m on the subject of putting together your CTA, it’s only natural to talk about your writing style. Specifically, the words you choose.

According to social-media-scientist Dan Zarrella, verbs outperform adverbs, adjectives and nouns when eliciting ‘shares’ on Twitter.

This is true not only for Twitter and other social media but nearly any media outlet.

Here’s a few bold verb examples that produce results:

Register

Subscribe

Buy

Download

Donate

These are much better than the plain old vanilla ‘click here’ and be sure to tell your reader what benefits she’s getting, for example…

Download your free copy of our business survival guide

Subscribe to get your free reports

Register now to get in on this webinar

And so on.

Now let’s add some urgency to the mix.

We humans sometimes need a bit of pushing sometimes. Adding some sincere urgency to drive the funnel can be just what’s needed to get us moving.

Here’s a few examples to get your creative juices flowing…

Offer expires

First 50 people only

Hurry, the price goes up at noon today

While supplies last

And one of personal favorites is ‘Immediate Download.’ It’s a great call to action because folks like downloads and they like immediacy. Bam. Here you got both.

Last, let’s talk about risk. Actually, let’s talk about reducing removal or removing risk from your offer or call to action.

As you can imagine, risk removal or reversal is a powerful marketing tool.

How do we lower the risk?

Oftentimes doing business for the first time with a new company is a scary deal. After all, you know or trust this “new company.” And who hasn’t been burnt before. Heck, these days trust has flown out the window, right?

So why not start by truly focusing and empathizing with your prospect and clients. Put yourself in their shoes. Again, they do not know you and they don’t trust you. Make a point to earn their trust… and keep earning their trust.

Prove that you truly care by showing them you’ll shoulder the risk. Communicate this in all your marketing messages.

Here’s a few examples…

“Start your no-obligation 30 day free trial”

“You have a no-hassle, no-questions asked, 100% money back guarantee”

“Not Satisfied? No Problem! We’re double your money back immediately”

You get the idea.

Use these ideas to create a strong “call to action” in your next advertising pitch.

Yours for bigger profits,

What To Note While Shipping To China

With a lot of players entering the international logistics market, shipping to countries that are located thousands of miles away from you, has become a hassle-free task today. Gone are the days, when you had to wait for relatives or strangers from a particular country to pass on things to your near and dear ones staying there. With international logistics becoming highly cost-effective as well, you can use them for your business and personal purposes quite easily. One of the hot shipping destinations is China. It is one of those economies that has been growing at an exponential rate. Hundreds of thousands of items worth millions of dollars get shipped to China on a daily basis. Here are some of the important processes that are involved while sending goods/shipment to this country.

1. Customs clearance/paperwork

When you want to send anything to China, you should be aware of the custom laws and regulations prevailing in that country. Items, whose values are quite low (approximately lesser than 500Yuan)are free from customs duty. If you are sending items that are worth more than this value, you need to pay the required customs fee and submit all relevant paperwork, so that your shipment doesn’t get rejected. Chinese laws are quite strict when it comes to documentation. You should have a checklist of the requirements and plan accordingly, so that you don’t miss out on anything.

2. Method of packing

Whenever you ship anything to China or any other country, you need to take extra care while packing your products. Fragile items should be covered in cardboard boxes that are well corrugated so that they are well-protected against abrasions and friction. All the items should be sealed to avoid leakages, breakages, spillage and other related mishaps. Your shipments involve a lot of investment; therefore, it is only natural that you take enough care in ensuring that they reach their destination safely and perfectly.

3. Banned items

This is one of the most important points that you need to keep in mind when you are shipping anything to China. Every country has different laws related to the list of prohibited items. You should be fully aware of the rules that stop you from taking certain items into Chinese territory, so that your package is not confiscated at the time of security checks. Prohibited items mostly related to food, electronics and other materials like wood, cane, bamboo etc. Under each category, you should know the list of items that are allowed or disallowed, permitted weight and other aspects, in order to get your shipments cleared without any hassles.

4. Service provider

This is the first step that you need to follow when you decide to send your shipment to China. Choose a service provider who is highly reputed in the world of international logistics and who has enough experience in this field. When you choose the right company, you will be given professional guidance about the items that can and cannot be shipped to a particular destination, saving you lot of time and embarrassment.

Fixing Personal Branding Errors

When it comes to personal branding, there really is no right or wrong answer. So much of it is subjective. However, that doesn’t mean that you are incapable of making mistakes or of wishing that you could have done something better/differently. If you had the chance to do it over again, of course, you would probably do those things differently. Well, even if you did make mistakes, all hope is not lost. You can still fix what needs to be fixed and move on from there.

Make fixes in a sensible manner
When it comes to fixing the errors that you made in your personal branding, you will want to approach it sensibly and methodically. There are several aspects of your personal brand that you will want to examine and, hopefully, you will be able to identify whatever needs to be corrected.

You want to make sure that your reputation is intact: If you aren’t sure what other people are going to find when they search for you (personally), you should search for yourself. The top items on the search engine should be positive about you. Additionally, those items should have value and they should help to enhance your reputation and boost your credibility. If you see that it is not the case, go back to those items and enhance them until they show you in a more positive light.
Entertainment versus marketing value: It is very important that you understand the balance between good value and the ability to entertain with your personal brand. You don’t want to have more of one than the other. Of course, if you don’t have enough on the entertainment side, other people may not remain interested. On the other hand, if you don’t have enough on the value/marketing side, from a business perspective, people may be entertained/amused but they may walk away feeling that they don’t have much to show for it.
Don’t go overboard: There is definitely value in revisiting the content that is connected to your personal brand so that it reads better. However, overediting is definitely not a good idea in general. The last thing that you want to do is to edit so much that you lose yourself and what you stand for in the process. It is important to show your vulnerable/human side but, at the same time, to demonstrate how valuable you are professionally and how your expertise can help other people.
Marry your personal and professional brands: The truth is that there is a strong connection between your personal and professional brands. They are two parts of you and those parts should have at least a discreet connection for other people to embrace. If you are communicating messages from both brands, they should be synchronized. You really can’t separate the two anyway. The best that you can do is to make sure that they exist in harmony.
Make sure that your social media profiles are current: The profiles are extremely important to your personal brand. They must be kept current. That means that you update your status periodically (at reasonable intervals), change your photo if it isn’t appropriate or is not relatively new, etc. You will want to work on all of your social media profiles. People will definitely notice if you don’t keep them current.
Make sure that your photo is appropriate: First of all, make sure that you have a photo which people can identify with your personal brand. Second, it should be an appropriate photo. That means that it should be a professional headshot. It shouldn’t be you with your cat, your logo instead of your face, you drinking in a bar or at a party, etc. After all, even though you are working on your personal brand, you want people to remember you in the right way because there will definitely be crossover to your professional brand and persona.
Make sure that your bio is what it should be: Your bio should be substantial enough so that other people are able to get a sense of who you are and what you believe in. On the other hand, you don’t want to go on and on to the point where the other person has no patience to keep reading. However, you should definitely highlight your accomplishments because not only are you proud of them but they add value to you and other people will have the understanding that you are someone with whom they should form a relationship and interact.
Always be yourself: Authenticity is an essential part of your personal brand. If you are not authentic, people will know it and they will not want to connect with you. You certainly don’t want that to happen. The reality is that you will not be able to have a successful relationship with everyone but you want your relationships with those people who want to be connected to you to be solid and enduring.

Conclusion
All of the elements listed above are important for your personal brand. Getting your personal brand in the shape that you want it to be will take time and work but it will be well worth it for you. You should keep in mind that your personal brand will take you very far in business. It is really important for you to understand your target audience and to do your best to give them what they want and need. If you give them your best, you will get it back in full.

Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.

His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

Top Four Motivations for Canadians Working Abroad

Canadians working abroad are afforded many opportunities to grow and advance in their careers, a fact which significantly impacts their decision to go overseas. Whether you remain in the Commonwealth, go down to the states or travel to faraway lands, there several good reasons to find employment outside of the country.

1. Living abroad provided opportunities for adventure and personal growth.

At the end of their lives, very few people have regrets about traveling too much or seeing too many foreign countries. Living and working overseas provides opportunities to experience different cultures and gain a broader perspective on world events. Canadians working abroad are more versatile and attractive to future employers because their resumes display a level of self-motivation and perseverance that other job applicants may lack. People who work overseas have demonstrated a level of drive that will set them apart from other people in their field.

2. The Commonwealth makes it uncommonly easy.

While the British Empire is not what it once was, the citizens of the Commonwealth have an advantage when it comes to traveling to other member nations. A citizen of the United States may have an easy time working in one of the territories, but they have a much harder time getting the necessary paperwork to start a career in New Zealand, for example. Countries in South America and Africa are members, and so are Australia and India. In total, there are 53 member states, including several islands in the Caribbean and South Pacific. Canadians working abroad could find employers in any of these areas.

3. You gain additional skills overseas.

Canadians working abroad have opportunities to polish different language skills and learn to adapt to a diverse setting with new challenges. Depending on the country and type of industry, there can be unique regulations or a whole different cultural approach to the situations you encounter. For those who ultimately want to prepare for management roles, it helps to broaden your horizons by seeing how backgrounds and personal dispositions affect attitudes on the job. The ability to look out for yourself in a wide range of settings, even completely new parts of the world, will tell future employers that you need less handholding than your peers.

4. It’s great for family and friendships.

Sure, taking the kids out of school can mean a complicated adjustment, but those who attend school in different parts of the world experience a more inclusive education. Other families may take their kids on a week-long vacation once a year, but yours can have the chance to learn in-depth about other cultures for years at a time. Travel can be a transformative experience, especially for the young. What’s more, the friendships formed elsewhere can be lasting bonds regardless of whether the family eventually moves back to Canada. Back home, the whole family is equipped with interesting stories of life in distant lands, which can be a way to help entertain new friends.

How To Lead A More Effective Team By Disagreeing

It’s great when people agree with you, isn’t it? It’s a wonderful validation – of your thoughts, your ideas… of you. It makes you feel all warm and fuzzy inside. Yes, it’s great when people agree with you.

Except it doesn’t move the needle. Especially when the agreement comes too early.

There’s a great scene in the old TV series The West Wing. Leo McGarry is the Chief of Staff to liberal Democratic president Jed Bartlet. In this scene, Leo is offering a job to wickedly smart conservative Republican Ainsley Hayes. Ainsley is confused as to why a liberal president would want a conservative Republican working in the White House. Leo then says a line that I think should be committed to memory by every leader at every level:

“The president likes smart people who disagree with him.”

If you’re a leader, substitute your name for “the president” (unless you happen to be the president, in which case you should probably still substitute your name, because referring to yourself by your title is stupid and pretentious). Let’s just make it simple. Here’s the new sentence:

“I like smart people who disagree with me.”

I want you to make that one of your primary leadership mantras. “I like smart people who disagree with me.”

If you want to build your muscles, you do resistance training. The resistance can be in the form of weights, elastic bands, or your own body (for example, when doing pushups and pull-ups). Resistance makes muscles stronger.

Even the best ideas benefit from resistance. This resistance comes in the form of pushback by a smart person. Even if the smart person is just playing devil’s advocate, the challenge serves a purpose. When an idea is challenged, one of three things will happen:

The idea will be reinforced.
The idea will be reevaluated.
The idea will be abandoned.

Any of these three is preferable to the idea being blindly accepted by a team that’s either too intimidated to question, or too disengaged to care.

When an idea is challenged, it is examined. This examination will find one of three things about the idea, which correspond to the list above:

The idea is sound.
The idea is flawed but can be improved/fixed.
The idea is flawed, and cannot be improved. (Even in this case, though, the “bad” idea could be the spark that leads to the “good” idea.)
Agreement is a good thing, but not when it’s automatic; not when it’s a rubber stamp.
Agreement is a good thing when it comes at the end of smart debate. Agreement is a good thing when it rises out of disagreement.