In last week’s blog, I wrote about the third step in the AIDA model of advertising, Desire.
This week it’s the turn of the final step – Action!
By this point you’ve honked the car horn at your target customer, they’ve turned their head, you’ve got their interest in the idea of what you’re selling or doing and you’ve created Desire for it. They really want it now!
That’s the good news. What you need to do now is convince them they need to fulfil that desire NOW, rather than tomorrow, next week or next month.
Firstly, you need to remove any barriers to them converting to action, whether that be buying your product or service, enquiring about a quote, applying for a job, whatever it is.
So in your communication with them, whether it be email, social post, letter or newspaper advert, you need to make it absolutely clear how they can satisfy the desire you’ve created.
From your prior research of your potential market, you should know the communication preferences of the people who fall into your target group/s.
Some older people will want to clip out a coupon and post it to you or call a freephone number. The youngest may prefer to scan a QR code to go to your website or download something. Those in between may prefer to click a link to go to your website.
The most important thing is to ensure that the communication in each medium makes it as easy as possible, so the only barriers are available time and money.
Each of the communications must include a ‘Call To Action’ (CTA) such as ‘Buy Now’ or ‘Get a Free Quote Today’.
It needs to be tailored to what you know about their desires and the benefits flowing from fulfilling them e.g. feeling more safe at home by buying your alarm system. So there it could be ‘Find out how we can help you sleep easier with our award-winning alarm system’.
Once you have your CTAs for each group, you should also look at which of the following tried and tested techniques, if any, would be right for your audiences:
- Create a time-limited offer to create urgency
- Communicate how many units are left – to create a sense of scarcity
- Remind them of the benefits of taking action
- Let them know the price will be going up soon
- Use ‘social proof’ by showing them people like them who have already bought and are enjoying the benefits
Struggling to get your target customers or stakeholders to take the action you want?
Get in touch and let’s see if I can help you by rethinking your strategy from a different viewpoint.