19. May 2023
BrandScript Element 5 - Call Them to Action
These are my notes from reading Donald Miller's book on Building a StoryBrand. Chapter 8 goes through the fifth stage of his BrandScript Framework which is about calling your customer to action the plan you've presented to them.
If you want to check out the other parts of this series, the links are below:
- Overview
- Identify the Character
- Create a Villain
- Introducing a Guide
- Give them a Plan
- Call them to Action
- Prevent Failure
- End with a Win
- Participate in Their Transformation
- Brandscript your Website
- The Narrative Void
- The Marketing Roadmap
The Principle:
Customers do not take action unless they are challenged to take action.
- Customers are bombarded with commercial messages.
- Unless you make a call, they won’t respond.
- The call can’t be soft either, otherwise it won’t be noticed.
- Passive sales communicates a lack of belief in the product.
- Not being clear in our ask shows weakness and you are seen as a charity case (”can you please help me?”)
- Customers are looking for solutions to their problems
Types of Calls to Action
Two kinds of CTAs:
- Direct
- Leads to a sale
- E.g. Buy Now
- Transitional
- Less risky but gives something for free
- E.g. Invite to a webinar or download PDF
Ask again
Direct CTAs
Things to keep in mind:
- Make it obvious
- Repeat the CTA all over the website
- Make a purchase so we can help them solve their problem
Examples:
- Order Now
- Call Today
- Register Now
- Make an Appointment
Transitional CTAs
- Stake a claim to a territory
- Create reciprocity
- Position yourself as a guide
Example ideas:
- Free information
- Testimonials
- Samples
- Free Trial
Practice Time
| Business Name | What do they do? | Direct CTA | Transitional CTA |
|---|---|---|---|
| Kingsgrove Cats | Boarding house for cats | Book a Stay | Download a travel checklist for your pet |
| Mane Painters | Hair colouring | Schedule an Appointment | Free gallery of styles to choose from How to do it yourself at home guide? |
| Little Leaves Piano | Piano teaching | Book a Lesson | Free intro lesson Starters piano course Piano skill rating test |
| Austral Bricks | Styled bricks | Book a Consult | Download a guide to the types of bricks used for your house |
| Hot Tyres | Sell Wheels and Tyres Wheel Services | Get new wheels | Download a guide to check your own tyres |
| Duo Duo | Ice cream and Donuts | Buy Online | Sign up for a QR code for a free sample mini scoop or donut |
| Uturn Outlet | Second hand fashion | Come Visit | Download a free fashion guide |
Final Thoughts
This was the most fun because the transitional CTAs needed to be creative and think outside the box. It got a little repetitive thinking of lots of Download X guide or free trials/samples. I'm sure there's more interesting transition types out there.