A Single, Focused Call to Action

I forgot to say one very important thing when I wrote about the benefits of last-minute marketing.

In order for your last-minute marketing message to work, it must have a single choice – a single call to action.

Angela Bounds, Keeping Watch
Angela Bounds, Keeping Watch. 12 x 12 inches. ©The Artist

If you're mucking up your marketing message by adding too much to it, you won't be effective.

Too many choices in your message can lead to confusion and indecision, which results in no action at all.

One Message

Focus your last-minute marketing message.

What is it that you want people to do upon receiving it? Let's assume your message is in an email.

If you want people to attend an opening, purchase an artwork on sale, or help fund your Kickstarter project:

  1. Provide all details necessary to entice someone to click.
  2. Use a terrific image that illustrates your point.
  3. Link to a special page or blog post with specific how-to information and instructions. When you link to generic Home pages, recipients have to search and you're likely to lose their attention.

Got it? A single call to action. No choices. Focused message.

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10 thoughts on “A Single, Focused Call to Action”

  1. Very true. Studies have found that too many choices may attract more viewers, however, less buyers. Better to be focused. Great e-book out about this “Neuro Web Design: What Makes Them Click?, by Susan M.Weinschenk, Much better to have fewer choices, you will have more buyers.

    1. Alyson Stanfield

      Jennifer: I think it’s fine to call Bunny with a Toolbelt adorable. I think she’d be fine with that. Her museum work is a little less than adorable, but still wonderful.

  2. Pingback: Email Marketing for Artists: A Compilation — Art Biz Blog

  3. A killer headline/subject line is important too. I’ve read that it takes seconds for someone to decide whether they open your email based on the subject line. I’m still trying to perfect the art of a great headline. Not always an easy task.

  4. Oh no. I just sent out our monthly newsletter with three call to actions. Sigh….Always learning over here in the small business art world. Thanks for the knowledge!

    1. Alyson Stanfield

      Melanie: Breathe.
      Newsletters are different. This article refers to a last-minute email blast where you want to encourage action (attend, buy, etc.).

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