,A common advertising myth is that you “must include a strong call to action.” And I’m all for connecting the brand narrative to exactly what you want people to do with your brand narrative. However, I’m always surprised, especially on the web, how fast we go from “I’m an organization” to “Donate now.” It’s lightning quick, but we all know the sales process rarely is that fast. Take a look at our Moves Management of Marketing pyramid. There is a long way from Oblivious to Engagement or Name Recognition to Call to Action.
Research reported on in the Wall Street Journal shows that the “buy now, donate now, like us now” overly assertive language may be hurting your brand. The research by Yael Zemack-Rugar, of the University of Central Florida (published in the Journal of Consumer Psychology) found that consumers don’t like to be told what to do.
We like to make our own choices, or feel like we are making choices. The research found that loyal consumers get more annoyed than anyone else if you tell them what to do.
The study found that even the phrase “like us on Facebook” puts negative pressure on the consumer and after the person reads it, their “liking” quotient goes down. The “best results came from ads that were informative and hint at action.” So, just the opposite of a local car dealer ad.