But those are two calls to action that we do on websites all the time! We say, “Get Started” or “Learn More.”
I don't know, what's on the other side of those and it's required a commitment of me that I'm unsure if I want to make, but if we're clear and concise, then we know exactly what happens. I spoke at a Chamber of Commerce event here in town, and we talked about marketing, we talked about websites, and one of the things that I did in the very beginning is that no one knewwho I was. I was some young kid for all their sake because they're all old money people in this area learning about their websites. And I went onstage to introduce me. I get up on stage and I said, "Hi, I'm glad you guys are here, thanks for coming. My name is Shelby Craig, and I want you to do one thing for me. I want you to stand up, turn around, and I want you to walk out this back door and meet me on the steps at the corner. And so I mobilized 50 people, very quickly. And everyone's turned around, walked outside. Once in a street corner and I've got on the street corner. I said I want to tell you something very important.
People will always go where you tell them to go. Now let's turn around and go back into the room." And everybody was mad. It was cold. January. Everybody was mad, but then they realize what I was doing.
We all went back into the room and I helped them understand that when we go to our website if we're not telling them exactly what to do, they'll never have a call to action. They'll never do anything. And I had mobilized 50 people only because I had authority, which as a screen printer, as a decorator, as an apparel decorator, we have authority already because someone's coming to you because they don't know how to do what you do and you're the expert. So we already have that authority. And as an authority piece, we tell them what to do, “Get a Quote”, or “Give Us Your Artwork” or “Call Us Now”. Those are three things that we can do very quickly to be able to get the process started. Likewise, at that event? I mobilized 50 people only because I was very clear on what I told them to do. Go walk, turn around, walk out this door, down the steps, and meet me on the street corner. I have something important to tell you, and I mobilized 50 people that didn't have a clue who I was. We've got to do that. We have 50 people a day going to our website, and we've got to tell them exactly where we want them to go. To get them to the place that they need to go to have that picture of success. Marshall Atkinson That's fantastic. And what I like about that, and this comes from Donald Miller's book is “If you confuse, you lose.” So you make it so simple just by having one button. "click here, get a quote", right?
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