The 2 Reasons People Don’t Click on Your Buttons … And How to Overcome Them

Buttons are cute, and they’re charming. You can’t be scared of a button.

These are the words of Joanna Wiebe, whose delightful presentation on buttons at Authority Intensive resonated with data-backed usefulness.

And she’s right. No one is scared of a button. Yet, people choose to not click on your call-to-action buttons all the time. Costing you conversions. Costing you money.

Why?

And what can you do about it?

I invited Joanna, Conversion Copywriter for Copy Hackers, to be the guest on this week’s episode of The Lede so she can answer these two questions for you …

Because Joanna has the answers and the data to back them up.

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Join Brian Clark and Jerod Morris at Content Marketing World 2014

Logo for Content Marketing World

(And get a discount when you register before May 31st. Details below.)

Copyblogger Media is proud to be a sponsor and presenter at Content Marketing World 2014 — the one event in the world where you can find all the brightest and most accomplished content marketing professionals, together, at the same time.

CMWorld returns to Cleveland, Ohio September 8-11, 2014. And this year they’ve lined up Oscar winning actor, director, and producer Kevin Spacey as the closing keynote!

Created for motivated marketing professionals just like you, Content Marketing World features knowledgeable and energetic speakers, information-packed sessions, and comfortable networking opportunities.

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Chase Customers, Not Clicks

You want to be a broke-ass blogger, don’t you?

No!

Good gracious, of course you don’t. (At least I hope not.)

But if the first metric you look at is page views, not sales — i.e. clicks, not customers — then you’re well on your way to broke-ass bloggerdom.

What’s sad is that a lot of of online business owners do pay more attention to vanity stats than fundamental business metrics. So if you can shift your mindset, you’ll be ahead of the curve.

Fortunately, Tom Martin is here on this week’s episode of The Lede with straight talk that every online business owner will benefit from hearing, understanding, and acting on.

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How to Be Authentic

Do people really want the real you? All of it?

The answer will, of course, depend on the audience and the forum.

If you are writing a blog about drug addiction, telling your most horrifying stories is a prerequisite. Your audience will expect it.

If, on the other hand, you are writing a blog to support your tax preparation business, you probably want to keep most of your tales of woe out of it — no matter how “real” they may be.

Being “authentic” means being genuine. It means having an honest conversation with your audience. Within reason.

So how do you know what is too much you, how much is not enough, and where the sweet spot is?

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How to Close With Style

This week on The Lede, we take one more big step in our podcast journey through the essential elements of a blog post.

By the way, did you know that this podcast series is based on the most shared Copyblogger post of 2014? It is — and if you haven’t checked out the infographic for yourself and shared it yet, rectify that here.

On this episode we analyze number ten: how to close with style.

And much to my delight, I got to kick off the festivities with a dramatic reading of one of my favorite lines from one of my favorite movies.

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The Best of Seth Godin on Copyblogger

Two weeks from now, Seth Godin will be providing one of two keynote speeches at Authority Intensive.

It will be just the latest instance of one of our favorite marketing teachers delivering useful advice and inspiring stories to the Copyblogger audience.

Mr. Godin has imparted his wisdom on how to develop authority. He has shared with us how (and where) he writes.

And he has spent nearly an hour talking shop with Brian Clark and Robert Bruce on past podcast episodes.

Those episodes are the crux of this latest episode of The Lede.

I dug them out of the archives, dusted off the cobwebs, listened … and realized that almost everything the guys discussed with Mr. Godin remains relevant today.

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