Step 18 - Before You Do Anything About Facebook, Read This Guide On 3 Mistakes That Could Cost You Many Students…

You see those kind of headlines everywhere don't you? Once they were rare - only an elite percentage of businesses in highly competitive areas had any idea of need to create a simple call to action (CTA) statements that tell people exactly what they need to do. People love to be told, when they are ready to be told. The art is to get them ready. Being told by someone else is efficient - why should I go and study for 12 months to find out the causes, treatment and maintenance of a healthy life of a diabetic, when right across the desk is sitting one of the world's experts? I will do what she tells me, take what she gives me, be a good boy. Why? It saves me time. But I better trust that woman. I better have done my homework on her. Thomas Young died in London on 10 May 1829, and was buried in the cemetery of St. Giles Church in Farnborough, Kent, England. He is reputed to be one of the last people on the planet to know everything. Since him, it's been all about positioning. You can not know everything - you must rely on others. It's how we survive as a species. We assign different tasks to different people, and rely on those that know to help us in areas where we do not. So your Invitation-to-your-work Letter (aka Sales Letter) is about positioning your Self as that person of authority in relation to the need of your reader. If you succeed in this - which is a fabulous, amazing and powerful thing to have achieved - they are ready to be told. You. Must. Tell. Them. How To Write Your Sales Letter - Part Nine [NOTE: This second half of my blog is a paid area getting more practical about my general comments above with the other teachers and students in my ATSuccess group. You can join anytime to be part of our discussions.] In the world of compassionate communication where you are listening for the needs of others (aka marketing) it's called CTA. Call. To. Action. Make sure that your CTA is really, really clear. One thing. No choices.

At Decision Time, People Do Not Want Choices! How do you feel when you get to the supermarket to buy canned chicken soup (pretty specific and simple right?) and there on the shelf is not one, or two, or even three choices, but seven multiple choices! There's different brands. There's different flavours. There's different combinations of ingredients. There are different countries of origin. There is organic and non-organic. There's spicy and non-spicy, and finally, there is price. What to decide?! It's overwhelming. I am sure in buying something - like a new mobile plan for example - you have been confronted with a confusing and disincentivizing array of choices, and instead of making the decision you had been fully ready to make, instead you slunk away in fear of making a wrong choice. Having taken all this effort in your Invitation Letter (aka Sales Letter) to position your reader into the perfect state of mind to make a decision, don't give them a lot of choices. There's one button they push. There's just one action for them to take. If your invitation is to join a mailing list (yes, your letter can be selling an invitation to join a mailing list), then there is a simple form they fill out. That's it. Deciding To Decide - How A Good CTA Starts You don't finish your invitation on the first CTA (call to action). You carry on. The first time you introduce your CTA is most likely not the moment they are ready to take action. It's a preparation step - you start them deciding if they will decide. Here's a sweet story that illustrates my point. It's about dating someone. One of the member of our ATSuccess - and I won't tell you who, but they know - told me a wonderful line they used when courting a partner. They wanted to be incredibly delicate, because they already had an ongoing work-related relationship, so to be rebuffed could have complicated that relationship. They wanted to single their intention, without actually putting the person in the position of deciding. Here's what they asked: "Would you consider me a candidate for a dinner date?" It's beautiful, and so sweet. How could anyone be offended by that? Notice non-one was asked to do anything other than think about whether they would do something. Most people will entertain that idea without feeling pushed into anything. This is what your first CTA is all about. You create this feeling by putting your CTA at a place where it is obvious there is still more to read. The first instance of your CTA needs to appear long before your invitation (aka sales letter) has finished. The best place is just before your bonus, but after your guarantee. So you ask, then you get generous. It encourages people. Of course, you must have your CTA repeated at the end too, because some people (have you done this?) decide yes about 25% of the way - now they impatiently scroll to the end to find out what they need to do. Your simple CTA needs to be there too. And if you can manage it, another simple little offering. Finally, Your PS (post script) I am sure you, like me, often scroll down to the end of a long email from a marketer or seller of something, to get to the final choices, or the link or the offer - whatever. Make sure your PS - after you have appeared to finish - repeats your USP and CTA succinctly, with an emphasis on the CTA. And that does it for the Invitation Letter (aka Sales Letter)! I suggest - whatever you have - that you post a copy to ATSuccess so it is available in our files section. It will be helpful for others in preparing theirs, and I currently none of us are in same geographic market. The world is still bigger than we are. https://www.facebook.com/groups/ATCSProMembers/ NEXT: Ugly Beats Beautiful When It's Done Well