I had a really great day last Saturday.
Why? I saw a sign pointing to a fish fry and I followed it.
Arriving onsite was like finding a pot of gold at the end of the rainbow.
At least, it was for this girl who misses people and new experiences.
And, let’s be real, for someone who just enjoys a good fish fry.
This is a picture of the sign. It was very simple.
“If you want fried fish turn here,” is what it said, essentially.
Now, when I GOT to the fish fry, I found a whole lot more. Cool people, fresh eggs, a vendor market, nice chatting, a nice English professor and a backyard farmer.
It was great! All of it! I think I made a few new friends. During COVID.
All because of a simple, clear sign with a simple, clear directive.
“Want fish? Turn here.”
Tell me what you want what you really really want
I’m writing this because the fish fry sign demonstrates what an uncomplicated, clear, un-ambiguous CTA (Call to action) can do for you and your business, and, because, even though I hope you take a break over the holidays, I’m sure that your brain will wander to your business. I’d like it to wander here:
When someone visits your website, what action do you most want them to take after visiting?
This is your “Most Desired Response,” or MDR.
What do you want to do next, or if they don’t do the MDR? That is your Second most Desired Response, or your SDR.
Look at your website. Is your MDR clear? Do you ask them to take action high up on your homepage? Do all signs point to that?
Do you tell them where to go? What to do?
(Want fried fish? Turn here.)
Is it easy for potential customers to find the entrance to the path you most want them to walk down or do they have to hunt around for it?
Or are there too many choices? Is there extra info on there they don’t need in order to make a decision to sign up, learn more, etc?
Possible MDRs
You probably want website visitors to:
- Book a talk
- Sign up for your email list
- Buy a plant online
- Sign up for a wholesale account
- Buy a plant in the store
- Share something on social media
- Sign up for an online course
- Request a web review
- Request a quote
And then, secondarily, you might want them to find more info on the particular type of service they might want, if you offer several different services.
Tell them what you want what you really really want
Everything is a big ol’ hassle right now. Everyone is also overstimulated, overcommitted, and tired.
“Fish Fry Today.” I was driving along at 40 mph. I had less than a second to register that sign and turn around. If I had to read “Fish Fry and plants and eggs and bling and smoothies today and every Saturday” I would have kept going. Too much information. Too much to think about.
How can you make it easy for your customers to get what they want?
Start with the MDR and SDR and go from there.
The Yard Doc is IN!
Team GOW launched this pretty and functional website for our client Carol Bailey. She is pivoting her business to offer more digital and in person consultations, so we helped her create an online space that funnels people right to her menu of options. She’s using Acuity Scheduling connected to PayPal (for people to pay via credit card) and it’s super simple for people to schedule time and pay for it on the spot. No invoicing. No back and forth. Just “I choose this time, here’s my money, talk soon.” If they don’t want that but want to stay in her orbit they can sign up for her once monthly newsletter. We love working with Carol and are so excited for her!
Favorite Links & Tools
Here’s a roundup of some of my favorite links, tools, and tips from 2020.
Calculator Soup
A NIFTY tool to help you eyeball all KINDS of calculations for business or home. (This does not constitute financial advice. It’s simply a tool to help you ballpark things like margin
Facebook Delinter
(Is Facebook pulling and old image when you try to share a page? This tool will help.)
HEX Color Code from an Image Tool
Never guess how to match your link colors to your branding again.
Make web links open where you want them to open
Favorite book I read this year
Book I’m looking forward to next year
The best coffee cake you can buy online
(Disclosure: I do their holiday email marketing each year, but I’ve eaten thousands of pieces of coffee cake and I’m reeeeeeeally picky. Theirs always wins.)
Holiday Hours
I hope you get some real time off with no emails and no phone calls. Everyone needs a chance to re-set before 2021 because guys, gardening isn’t slowing down.
Here’s some info to know about our upcoming time off if you’re a current GOW client or interested in working with us.
Year-End Holidays
- Katie out of the office December 19-January 3, Katie’s assistant, Mallary, managing inbox while offices are open.
- Offices closed December 23 – December 27, December 30-January 3
- Katie on call for red phone service client emergencies when office is closed.
Pivot!
Need a change in the new year? Grab a discovery call time slot here.
Happiest of holidays to you. See you on the flip side!
