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Persuasion Point 5: Prospects Respond to an Action Call

Sarah Jamieson - Tuesday, March 25, 2014

This  blog is adapted from a series of articles I wrote with my colleague James Atkinson entitled: SEO Strategy: Buyer Persuasion Points

In this series of blogs on Persuasion Points, have shown that there a number of points at which an online business can influence and persuade searchers and prospects. Persuasion Points are predictable and can be discovered through market research.

These points are excellent places at which online sellers create and begin ‘reciprocal relationships’ with searchers. The right types of reciprocal relationships eventually lead to sales.

I have earlier discussed the following entry Points: 

  •  Prospects have a need or desire
  • Prospects start researching online 
  • Prospects start an educative process
  • Prospects engage in social relationships.

Thus, knowing the ‘Persuasion Points’ of buyers in their marketplace a business can then “convert at all the bases” so that the entire search-to-sales continuum is covered.  To put it another way – you should publish content that allows searchers to FIND your business no matter which Persuasion Point the searcher enters the search-to-sales continuum.

I now move to the fifth of these points – Prospects Respond to a 'Call to Action'.

When a prospect wants to solve a need, desire, or problem they’ll often seek or encounter an online ‘call to action’ offer. This is where many sellers BEGIN their sales process. You of course know better!

In online jargon, sales relationships are often referred to as “direct response”.

What is direct response?

It’s an offering that demands a direct response. For example, the seller / marketer seeks an opt-in to an email list or directs you to a sales letter then seeks a buy response. Thus for more information the prospect may: click on a Google Adwords, join an email list, click from an email to a sales letter, click a BUY button on a sales letter and so on.

All eBusinesses MUST incorporate direct response attributes which is another way of saying you need a sales process.

In internet marketing, the terms “direct response” and “direct market” appear to mean the same thing. But there are qualitative differences. So, I want to briefly discuss two aspects of direct response marketing

1. The direct response as internet marketing ‘norm’

The use of the direct market model EXCLUSIVELY – without the benefit of surveys, prospect segmentation, SEO, and Social Marketing is the most prevalent online business model and is widely taught by internet marketing gurus as the only eBusiness model that works!

Because it holds a ‘normative’ position, this type of direct marketing causes many systemic dysfunctions in markets.


When I was learning internet marketing, I used the direct market model exclusively and extensively. The old model WORKS – though it is expensive to operate and you need to be very wary of advertising costs – especially Adwords. 

Strictly speaking direct response by itself is a MARKETING system, but many eBusiness owners would consider direct response as their primary eBusiness “model”.

This form of online marketing is practiced by many large corporations and individuals who appear to function from a “making-money” point of view. This type of activity may eventually lead to a form of systemic dysfunction in particular marketplaces.    
For example, in the “internet business” market, GREED and “making money” drip through the pages of endless emails and sales letters.

Wary buyers eventually turn off the hype and conversion rates drop below 1%. Put another way, 99% of potential customers are not really “listening” and the cost of doing business in a market becomes prohibitive.

The direct marketing standard is actually an offline business model. I’m sure you’ve encountered this model. All that junky paraphernalia stuffed into your mail box is one part of the model. The online model uses the same techniques adapted to the internet.

It works, but it’s becoming less & less effective, more & more expensive - especially now that Google and other search engines are shifting their search algorithms towards shared social relevance.

2. ‘Call to Action’ as a necessary part of a sales process
 
This facet of direct response is simply the sales process part of my system. It is the fifth of the Persuasion Points that I show above.  

All online businesses must have some form of direct response ‘call to action’ sales process. This is one of the advantages of running an internet business. It is relatively easy to set up these systems – such as obtaining an eMail opt-in, directing prospects to a sales letter and so on.

The model allows a great number of areas in which persuasion principles can be built into your sales process.

The internet is a wonderful place to establish “like-minded” communities. It’s relatively easy and inexpensive. When you “sell” in a community environment – you are tapping into a long-established way of doing business.

Picture a hardware store in a small town - run by a Mr. Jones. When you want help to fix a leaking roof you go to Mr. Jones. He advises you how its done and provides all the necessary materials. He does not try to “sell” you a bunch of unnecessary goods.

You have a reciprocal relationship with Mr. Jones. He advises you and he knows you’ll buy what’s necessary to do the job. Reciprocal relationships - this is the best way to sell.

For more information of how our Persuasionworks system functions please see: Online Marketing Strategies.

In the next blog I’ll look more closely at various ‘calls to action’.

......

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