BRX Pro Tip: From Interest to Action
Stone Payton: And we’re back with Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you. Lee, let’s talk a little bit about helping someone navigate the journey from interest to action.
Lee Kantor: As a marketing person, that’s something I think about all the time. You know, one of the first hard things is to get someone interested. First, they know you exist, then they’re interested in what you do, and then how do you get them to take action and actually buy something.
Lee Kantor: So, getting someone interested is just the first step, and that’s a hard thing, and I don’t want to dismiss that as an easy thing. But to do that is difficult. Then once you’ve done that, the next hard thing is then you have to get them to start using whatever you’re offering.
Lee Kantor: So how do you bridge that gap? First, make the first next step easy and obvious. Have clear calls to action, have simple onboarding, and make sure there are some quick wins that help turn that curiosity into commitment. And if you can remove as much friction as possible wherever you can, whether it’s by offering a demo, a free trial, a guided walkthrough, just make it organic, obvious, and just a logical next step, and you’re going to have a better chance of succeeding.
Lee Kantor: Secondly, show real value as quickly as possible. You can talk about benefits, but they have to be able to experience those benefits as soon as possible, not just some long term promise that’s going to happen at the end. There has to be some quick wins at the beginning. And then, if you can share some success stories and testimonials from other people that are doing a similar thing and getting an outcome that this person desires, this is going to help them build confidence in pulling the trigger and taking that action you desire.
Lee Kantor: And then, ultimately, you have to stay engaged. You have to follow up. You have to keep asking questions. You have to keep holding them accountable to doing the work that they need to do in order to get the result that you promised. So, you have to have some sort of support mechanism in there as well. But, really, sometimes just a little encouragement is all it takes to turn interest into action.
Lee Kantor: Remember, you can’t just attract attention. You have to guide people toward real results if you are going to get the results that you desire.
