Welcome back my dears, let's review the tape. You've built the rapport. You've proven your genuine desire to help, plus your ability to help move the needle for your audience. Now what? Enter the next A:

Action

If you’ve established authority, you’ve provided lots of value for your readers. If you’ve provided value for your readers, some will want to support you. They won’t know how if you don’t let them know.

That's where action comes in. Not only does it make your work more effective in serving your readers. It helps them build a long term connection with you. That's where you can together create lasting change. That is the goal here, right? To leave the world a little better than how you found it?

Note that the advice described above applies specifically if you are creating content to build your own brand.

If you are producing content for a client as part of a professional agreement, action instantly becomes one of the most important elements of any single piece you produce.

With rare exceptions, you will incorporate Action in every single piece you create. In commercial work, every piece needs to explain clearly to the reader what action they should take next, based on your objectives.

Whether for a client or to further your content marketing career, you must be clear about next steps they can take. It might be to download your eBook. It might be to sign up for your email newsletter. It might be to reach out to you about freelance work. Whatever it is, if you enjoy having food on the table, this is a crucial element to include in your content.

Again, if you’re doing freelance work for a business, the Call to Action is one of the most important items on any piece of marketing. It’s the key to the kingdom for customer and revenue building.

1. Be abundantly clear. Have loud, high-contrast buttons that tell readers exactly what will happen when they click them (i.e., "Download the report” or "Apply now"). Now is not the time for cleverness. You’ve got their attention. You’ve “generated the lead” as hailed in corporate parlance. Now it’s time to tell them what their next move should be.

2. Give them a few mentions. We've talked in these pages about the power of repetition (and that post didn't even include anything on Zajonc's mere exposure effect). If you can set the stage by mentioning your product/service/whatever you are selling one or two times skillfully throughout your content, your readers will become more familiar with it. When they become more familiar with it, they'll be more likely to take action on it. Advertising. Now, the most important thing to keep in mind here is: if you're going to do it, do it tastefully. Nothing will betray your audience and negate your message faster than making someone feel like they're being sold to - for even a second. There is no wiggle room here. If there is any doubt whatsoever in your mind whether you should include an extra mention of your product, do not include it. It is simply not worth it. I should note: there are various philosophies on this. Many have succeeded with a salesy yet cheeky/self-aware approach. Play it according to your real, authentic style.

3. Get to know the Call to Action. There's a gargantuan body of research on how to squeeze every morsel from that most precious kernel of possibility: the Call to Action. Eye tracking, color psychology, A/B testing, button location - these don't even skim the tip of the iceberg. They all play a role in creating an effective call to action, and therefore meeting your objectives. In real terms, the call to action is your fundamental vehicle for bigger and better things - for more fulfilling work, and for living the life you want to live.

You've spent a lot of time developing rapport, proving your worth to your audience, and establishing yourself as a helpful authority. That all laid the groundwork for you to turn this into a career that supports you and your family. Action is the key that makes it all go.

That brings us to our next A. Tomorrow, find out what happens when you start getting some action!