Empowerment is created by building confidence in your ability to respond. It is your call to action. This is what we want our marketing tactics to do. Whether it is messaging for a specific tactic or building the overarching image of your brand, you want your audience to be confident in their decision to build a relationship with you and your brand.
This episode of The Pursuit of Purpose focuses on the empowerment element of the three-part framework I use with clients to build out their messages. Empowerment is your call to action. It is about your audience feeling knowledgeable and equipped to make the decision that is right for them as it relates to working with you.
“Buy now” is not enough
For empowerment in your marketing strategies to be successful, your efforts to educate and engage must be solid, understood, and doing their part to move the audience to the point of action. You cannot expect a call to action statement to work if the foundations of your message or the details that persuade them to take action are absent.
And what action do you want taken?
Do you want your audience to download a worksheet? Schedule an appointment? Come into your store? Join a group? Or is it something bigger – hire you for a significant piece of work or strategy? Whatever the reason, you are empowering them to take action in a way that feels right to them, they are confident in doing and solves a problem they face.
Whether it is an interim step, meant to move them towards the bigger action; or the big leap to working with you in a more meaningful way, your call to action must be clear and concise. Your audience needs to know what to do next. If it is not clear, they will move on to the next opportunity to solve their problem.
Review the three-part framework
In episode 44, I introduced the three-part framework of educate, engage, and empower. In episode 45, we discussed education as the foundation of your message – the core pieces of information necessary to start a conversation. In episode 46, we dug into engaging your audience in a dialog, whether it includes you in the conversation or results in your audience doing fact-finding about your product or service. It is about creating curiosity and taking steps toward the primary action you want them to take. Empowerment rounds this out by giving them the confidence necessary to make the decision that is RIGHT for them – even if that means NOT working with you. Make sure to download the worksheet to help you implement this framework.
Resources mentioned in this episode:
- 50 call to action examples (and how to write the perfect CTA)
- Hook, line and sinker: 7 steps for a killer call-to-action
- Words the change minds, Shelle Rose Charvet
- Episode 44: Marketing to educate, engage and empower
- Episode 45: Bring education to your marketing
- Episode 46: Engagement is more than likes and shares
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