Print advertising is still widely used by many advisors today, whether it’s magazines, newspapers, community circulars, fliers, direct mail or other forms of print marketing to drive leads to their business. However, the results many get leave a lot to be desired. Do your results feel like a roller-coaster ride; sometimes good and sometimes, well, not so good?
A big mistake many advisors make with their print campaigns is their lack of or poorly thought-out “Call to Action” or CTA. Many advisors only offer prospects the ability to respond by calling their office for more information. The issue with this is you haven’t given your target audience a strong enough reason to respond, at least not in that way.
The hard truth is the vast majority of prospects today do not want to call your office simply because they saw your name, logo, phone number and an ad essentially saying “call us we’re great.” Prospects are bombarded with thousands of advertising messages a day, so understand going in you are fighting for their attention. To use print marketing successfully, you have to give prospects a strong enough reason to take action.
Next time you put a print ad together, ask yourself, “What is my Call To Action, and am I making it easy for my target audience to take action?”
Let’s say your CTA is to call in for a free consultation. It’s important to understand that most people aren’t ready for a free consultation. As we talked about previously, if you are making offers to call you for a consultation, you likely will attract very few prospects, or only those that are let’s say 9’s and 10’s on a buying temperature scale of 1-10, 1 being a prospect that’s completely cold, and a 10 being someone that is ready to buy today. As we discussed before, by only giving your prospects the option to call you for a consultation you’re alienating anyone who may be somewhere between 3 and 8 on that buying temperature scale.
Why they come in