As a reminder, in the last post, I talked a more about The 3 C’s, which you should now remember (there will be a test… soon). I talked specifically about the second component, Convey the Message. I offered some minimal but important foundational elements for this aspect which were:
- Be direct
- Be brief
- Get to the point
And the fourth and critical factor… Be Relevant.
Now I know I didn’t elaborate on any of these (to say the least), but that was deliberate. At this stage, I want these items to become what I refer to as “check-offs” – and that’s not the Russian playwright or the guy from Star Trek. But you have to check the boxes of each of these things along the way and in my opinion, the way to do that is to embed these simple terms into your everyday thinking so you are mindful of them when you work on any of this stuff. It’s got to come as part of the regular process, or a habit if you like.
So, continuing on, I’m going to touch on the third C, which is, of course, Compelling the Action. This is where the rubber hits the road as they say. This is what you want. Whether it is visiting your website, watching a video, making a purchase, signing up for something, listening to a podcast or whatever. It’s really endless. It can be almost anything, but you get the idea.
In the second C, you want to instill a certain amount of information or knowledge that sets up the third C. Some people might call this the close, and that’s ok. But I think many align that term with strictly making sales and that would be a little too narrow for me.
So, in the second C, as I say, the message has to set up the third C. They all work together, that is one of the reasons we have to keep it simple. It’s a relationship, and have you noticed that relationships based on simple, foundational principles often work much better than those we have to refer to, when someone asks, as…”well, it’s complicated.” I’m sure most of you know what I mean.
The message has to be direct, brief, to the point and relevant for it to be retained long enough for the third C to do its job. And how do we compel the action? You’re gonna love this or hate it. But for me, it’s primarily one thing: BENEFITS.
Not features per se. Although there are times when the mere existence of a feature is seen as a benefit, but I’ll get to that another time.
Essentially, my view is that the benefit has to be overwhelming. It has to overwhelm any objection that might arise in the moment and that is usually the point where the action is taken.
Now, realistically, do we expect this to happen 100% of the time? Surely not. But all of this is designed to increase your chances, improve your odds or just make it more likely that you will succeed with whatever marketing or sales activities you’re engaging in.
So, if you’re finding yourself even modestly interested in this stuff, just think about these simple ideas for now. If you want to be a bit bolder, try applying them to something you’re working on. See if you can check off the boxes. See if it makes sense to you. Just try not to over complicate it or read anything into it that isn’t clearly there.
If you have questions in the meantime, just contact me through any of our many channels and I will respond as quickly as possible in the most appropriate way.
Using The 3 C’s Part 5 >>