Provoking Action: What StoryBrand 2.0 Taught Me About Bold, Clear CTAs

Storybrand 2.0 was the perfect book for me to pick up and explore as I transition from a career as a Library Director to a Marketing Manager, because it uses myth and the hero’s journey as metaphors for the practice of storytelling for a business.

Ironically, I’ve been going through my own transformational journey in my personal life, emerging now from the innermost cave portion into the rebirth phase, so it feels even more relevant. That’s why as I was reading this book, lines like this hit a little close to home:

The reason characters have to be provoked into taking action is because everybody sitting in the dark theater knows human beings do not make major changes in their lives unless something challenges them to do so.

Donald Miller challenges readers (and marketing professionals) to be bolder and clearer with their calls to action. In a way, he is enacting his advice, because passive statements don’t challenge customers to actually buy anything:

[M]ake your call to action clear by asking customers a yes/no question. Statements like ‘If you’re interested, let me know’ do not prompt our customers to accept or reject our offer and instead send them off into a whirlwind of confusion. The chances of our customers going home, pouring a drink, and meditating on our vague offer are next to zero, so don’t expect to close many sales if you’re passive and confusing.

Customers want solutions to problems. They don’t want brands that are filled with doubt or that need affirmation.

It’s also important to be direct with your call to action. Use phrases like “buy now,” “schedule an appointment,” or “call today.” It will lead more of your customers down the path that leads to a sale.