The Sale of all Sales

You have heard it a million times. "3 DAYS ONLY" or "1 DAY INVENTORY BLOW OUT" or better yet, "THIS IS THE ONE SALE YOU DON'T WANNA MISS."

Those are all great action words used in scripts and promotional spots for a sale, but with out a true call to action they are worthless.

Let's say that your company is running a "no payment for 2 years" promotion that is designed to drive traffic to your website. The only place they can sign up for the incentive is on your site. But what happens when the prospect gets to your website? What does your sale landing page look like? Have you written compelling copy that elicits a response? Is there a call to action on the page to remind the visitor why they are there?

For most companies in the small business segment, marketing dollars are extremely limited and every day companies across the country are running promotions. Some are effective and some are not. The next time you want toss some dollars into the marketing ring, think about your call to action. Get into the mind of the consumer, do your research and ask yourself if the call to action would motivate your typical customer to act when presented with the promotion. Also ask yourself if you are providing value. If consumers don't see value in your promotion, it will have the same chance of success that the Hindenburg did.

When you need legal help you turn to a lawyer. When you need financial help you turn to a CPA or a financial advisor. Handle your marketing the same way. Surround yourself with professionals that understand marketing and people that can help you responsibly allocate your marketing dollars.