“
Direct Calls to Action It bears repeating: there should be one obvious button to press on your website, and it should be the direct call to action. When I say, “one obvious button,” I don’t mean “only one button,” but rather one that stands out. Make the button a different color, larger, a bolder text, whatever you need to do. Then repeat that same button over and over so people see it as they scroll down the page. Our customers should always know we want to marry them. Even if they’re not ready, we should keep saying it. You just never know when they’re going to want to make a commitment, and when they do, you want to be on one knee, holding flowers, smiling for the picture. Examples of direct calls to action are •Order now •Call today •Schedule an appointment •Register today •Buy now Direct calls to action can be included at the end of every e-mail blast, on signage, in our radio ads, and even in our television commercials. Consider including direct calls to action in every team member’s e-mail signature, and if you really want to get the point across, on all your business cards. The idea is to make it very clear what we’d like customers to do: to make a purchase so we can help them solve their problem.
”
”
Donald Miller (Building a StoryBrand: Clarify Your Message So Customers Will Listen)