How can I develop an effective call-to-action?
I have two related, but distinctly different, service offerings and need to find effective and relevant calls-to-action for my marketing campaigns. My businesses are Personal Training (Group and One-on-One) and Traditional Karate classes. The target audiences are identical, i.e. male and female over 10 years with no upper age limit.
Drew: You have received a lot of good answers to your question(s) here. I am going to take a somewhat contrarian view and say that there are tons of personal trainers and Karate instructors out there so to cut through the clutter or "noise" you should create a campaign with a call to action that is focused outside of traditional markets. One example would be to focus on 40+ year old guys that want to lose weight and look better (vanity is a great driver), a much bigger market, and then as part of your weight-loss/self-help program(s) you help them learn how to build muscle (which consumes more calories and helps them lose weight) and use Karate Kata as a form of aerobic exercise that is "fun". Your goal in this scenario is to create a fun, welcoming, body rejuvenating environment where you are not trying to make a Blackbelt or a Mr. Universe but to help clients achieve a far easier objective that can leverage your core skills, and expand your potential market, and potentially make you a lot more money. You can also do this at off hours like after 7:30 in the evening and on weekends to accommodate the target audience.
Also I would not limit my focus on children to over 10. I would create a 2nd opportunity with children 5-12 by marketing to parents that want to help their children improve their self esteem and instill some self discipline along with improved focus that can help with school work. Again, you can help the little folks improve their bodies, get them exercising and away from their electronics, and teach them some self-defense tactics that may someday come in useful on the playground or elsewhere.
Just thought I would throw in an out of the box suggestion for you to consider.
For the call to action...find a good copywriter...
Male & Over 40? - Get High School Skinny & Have Fun Doing It!
Boost your child's self-esteem & Instill self discipline - Also Improve School Focus
Drew, your call- to - action is always in your sales content. You must definitely find the words and emotions to not only entice, but leave your potential clientele with no reason not to join with you. It is easier the capture the minds of the young of course, but as you are engaged in a rough physical contact sport, you must also capture their parents, particularly the mothers. But, I am sure you already know this. Some may say to envision this as two separate entities, I do not agree , wives are often just as concerned. I believe that your sales pitch must find the need for training with the results of the training. So your call- to- action must encompass both. am sure your product list must have stages or types of training, everything from beginners to all sports combat, even physical rehabilitation or therapy. I commend your services to your community. Good Luck.
Uncover a genuine, timely need that you can solve. Then ensure your copy addresses the benefits from the clients perspective. Too many ad copies talk features such as drills speed settings instead of the benefit is ease of use and the convenience to get jobs done. FINALLY, a call to actions must provide a greater value now only!! So intro discount or add ons only available when action is take now not later.
Quite simply: what do you want the audience to do? Call you? Go to your website? Go to a physical location?
Studies have shown over the past 50 years that when you give the audience a choice, it actually induces anxiety.
Only you know which way you want your targeted audience to contact you.
Develop an event designed to show self confidence, put on the showcase in churches and civic clubs.
First you need to narrow down your target market based on the demographics of where you are located. That way you can develop an actual strategy of where you need to focus on the most. Of course you can tie one thing into another but first you need to do the numbers.
Please explain what you mean by "effective and relevant calls-to-action" - do you mean via a website or?
It is simply a matter of how you think. I personally would not look at them as separate offerings. Start off with an open-ended question regarding your personal training and then transition into the talking about the karate classes as a fun and educational way to accomplish their goals. There is a formal sales process called the Needs Satisfaction Selling that lists the 8 step sales process, if you need help with an opening, probing and closing, etc. There are many other formal sales processes, but this is one I like and use.