Most of us know the classic love story of Pam Beesly & Jim Halpert, otherwise affectionately known as PB&J, from The Office. Pam is engaged to another guy (Roy), and though she is clearly unhappy to all observers, she remains in a seemingly never-ending engagement with this loser. Enter hero: Jim Halpert. Pam’s best friend and confidant, who also happens to be in love with her, shows her his affection in very subtle ways. He visits her desk frequently, listens to her feelings, plays pranks with her, gives her a thoughtful gift in the Christmas exchange, and on, and on. He gives lots of hints but no direct words expressing his feelings. He leaves us on the edge of our seats all the way until the very last episode of season 2 when he finally confesses that he does not want to just be friends in fact, but wants to spend the rest of his life with her.
What’s the point? Pam couldn’t read Jim’s mind, and she didn’t know Jim’s intentions. People require very direct ‘calls to action’ to move forward with anything. Building A Story Brand, by Donald Miller, drives this point home. Customers can’t read our minds and we need to communicate directly, without clutter. If you believe in your product, do not be passive. Show your confidence by telling the customers how it will solve their problems, and then clearly ask for a sale.
There are two ways to call people to action (as presented in How to Build A Story Brand): A Direct Call To Action and Transitional Calls to Action.
Direct calls to action are the obvious ones: ‘Buy Now,’ ‘Call today,’ ‘Schedule an Appointment.’ It should be easily seen. Don’t make viewers go searching for it – because they won’t.
Equally as important as the Direct Call to Action, are the Transitional Calls to Action. They continue the relationship with a potential client who may not be ready for the commitment of making a purchase. Transitional calls to action can be executed in different ways such as offering a free-trial period for your product, or ‘free goodies’ like a PDF that explains something they want to learn how to do. Transitional calls to action help establish trust between you and the potential client.
How can you make your call to action direct and easily seen? How can you establish a relationship with your viewers and keep them coming back to you until they are ready to buy?
Don’t beat around the bush.
Tell the girl you want her. How else will she know?