A quick lesson in creating an effective Call to Action or headline.
So I went to a restaurant for the first time a couple of weeks ago.
I told the waiter that I’d just have water to drink, but it came with lemon.
I don’t like lemon in my water… it tastes like some sort of cleaning agent. (Thanks Pledge!)
So I asked the waiter if they had any limes.
He said “yes”…
And then he brought my food.
And then he brought my check.
And then I left.
Well, the food was great, even if the service was off a bit.
So on the way home we were discussing the lime issue.
I was reminded that I asked a question and I got an answer.
I asked if they had limes.
The waiter – either being rude or just otherwise oblivious – simply answered my question.
“Yes, we have limes.”
And he moved along to the next task.
Well last night we were in that same part of town, and as I said, the food was amazing.
So we went back.
This time when I said I’d just have water, I didn’t ask if they have limes… I said:
“Can I get some limes, please?”
And guess what?
A little plate with what amounted to a whole lime was quickly brought to my table.
I was able to have fresh lime with every refill of my water glass the entire evening.
All because I asked a more clear question with an actionable response.
On your website, in your marketing materials, etc. are you asking potential customers if they have limes, or if they’ll get you a lime?
Do they have a problem or are they ready to fix that problem with your product right now?
Some food for thought…