Every successful pitch in marketing ends with a top quality call to action. This is Marketing 101 and it’s quite the cliche. However, it’s also the naked truth. If you don’t have a convincing closer in your arsenal of marketing tricks, your whole presentation is doomed to fall on deaf ears.
Before you let go of the reader’s attention, you need to plant the seed of conviction in their mind. In this article we’ll explore a few of the most efficient and effective call to action techniques in order to shed some light on what makes the final paragraph of your pitch the most crucial.
The First Thing You Want to Do Is Speak to Their Sense of Purpose
Exactly why did the reader click on to your blog or website post in the first place? What they did see in the capsule description in the search results that roused their interest? Once you understand what it was that brought them to read your pitch, don’t waste any time – theirs or yours.
Speak to what sparked their attention, make your arguments, and draw your conclusions. The conclusion that follows all of this ought to be just as clearly keyed into their initial interest as your opening paragraph. Adjust your language and pacing to their sense of purpose and you will have yourself a winning closing pitch.
Customize Every Word and Syllable to Your Target Demographic
If you seriously intend to ratchet up your website conversions and search engine rankings, you’ve got to apply Occam’s razor with ruthless abandon. This means cutting out every ounce of fat from your presentation, including your closing pitch. It also means customizing every syllable to the presumed expectations of your target demographic. In simple terms, ignore everyone who you don’t consider to be a likely customer. This may sound harsh but it’s a technique that will help you to zero in on the audience that you are attempting to build.
This doesn’t mean that you will never again speak to anyone who won’t buy an item from your web store. But you need to act with precision in order to get your public visibility up to a level where you can afford to be more generous at a later date. Every part of your sales presentation, including your closing pitch, should be targeted toward the needs and expectations of the audience you are seeking to recruit as your bedrock layer of customer support.
Use a Form of “Social Proof” as a Convincing Agent
Always try to include some sort of reference to a survey that claims that “9 out of 10 people prefer Ban Roll-On because.” This ensures that you will have a bit of “social proof” as a motivating agent. People are far more likely to click on the link that you provide when they are convinced – or at least mildly persuaded – that plenty of other people are doing it too.
Including statistics in your closer gives people the impression that this is something that they have missed out on somehow and therefore need to get up to speed on. At the very least, you will have the benefit of their interest for a crucial few seconds. This is enough to give you a much needed shot in the arm in terms of website conversions and search engine rankings. It’s a transparent ploy, but one that remains fiendishly effective.
Answer All of Their Objections Before They Get a Chance to Voice Them
Nothing in the world is all good with no downside. You can’t expect to stay in business for very long if you aren’t aware of the various possible objections that people might have about your goods and services. The best way to shut down these objections is to steal the thunder from your opponents by raising them yourself.
Not only will you not give the floor to your doubters, you will go them one better by name checking and then answering them with authority and finality. This is the most effective way to keep these doubts from looming large enough in the minds of your readers to strangle a possible sale. Let them know that you yourself are aware of the issues and that there is nothing to fear. Convince them of this and the sale is made.
Your Closing Pitch Should Always Follow Naturally from Your Presentation
There’s nothing more annoying to a reader than a sudden transition to a sales pitch at the end of the article. You won’t do yourself any favors in terms of upgrading your website conversions or search engine rankings if you irritate the reader so badly that they close the page and move on to someone else’s. One of the best techniques that you can learn is to get into the habit of carefully poring over your work to make sure that everything matches from beginning to end.
You’ve spent an entire article carefully marshaling your key points of interest and then developing them. Don’t blow it at the end by transitioning to a ham-fisted sales pitch that seems to drop in out of nowhere. Always make sure that your closing pitch follows naturally from the points that you have raised in your presentation.
The Best Way to Communicate Is in Your Own Natural Voice
While all of the above listed techniques will surely help you formulate a convincing call to action, there’s one more tip to absorb that may be harder to pull off in practice. Above all else, if you hope to convince the reader to do anything, you’ve got to first make them believe that you believe it.
If all you do is simply adopt some of the ideas listed above and parrot them mindlessly on to the page, no one is going to find it very convincing. You’re got to sell persuasion itself – in your own voice – before you can convince your readers to become your customers. Always remember this as you make your closing pitch.