Most of the time, people just want to be told what to do. No, Im not recommending that you take on bossiness or a do as I say mentality! Rather, people need a straightforward request laid out for them on how to react and what they need to do. The fancy legwork for guessing needs to be done for us (we are not equipped for ABDC legwork – show us the dance).
This can be said for a variety of things. When it comes to work on a daily basis, if were doing something wrong, we wouldnt want our boss to beat around the bush. Or if were in a relationship and something is lacking in the land-o-love, then tell us what we can do to improve, please, so we can take the proper measures to fix it. Its the reason why we use a GPS while driving — to show us where to go to reach our destination (oh, and the fact that it helps maintain our sense of destination know-how, saving us the embarrassment and defeat of having to ask a random person on the street for directions). The same concept goes for advertising. We are not in the mood for guessing what your product will do for us or how to get it — tell us!
When it comes to the art of display advertising, make sure your banner ads and landing pages are clear in what action you want your customers to take. With banners, it is often that the click that is significant, but not necessarily. You may want them to fill out a form, call, or go to the store. Let them know what they need to do. If it is in fact about the click, guide them through the funnel with clear, good old-fashioned calls to action. With landing pages, you want to make sure you have one call to action thats obvious in what you want your user to do. Use big arrows they actually do work! Simple colors can do the trick as well. Also, copy is key. Make sure you have a clear headline in your landing page that tells your users what you do and what you want them to do.
Put your swinging pocket watch away and save the youre getting sleepy, very sleepy spiel for never. People dont have to be in a hypnotic state to be highly responsive to suggestion or direction. Just give them a clear call to action! ReTargeter can help you tell your customers what to do!