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If you’ve been following along up to this point, you’ve just given your customer a simple, actionable plan to achieve the success they desire. But what do they do? That’s right, nothing…

Why is that? Remember, in Chapter 1 and Chapter 3 I told you that the hero is actually the weakest character in the story. And even though you’ve given them this easy-to-execute plan that will surely result in their success, they won’t do it. Unless you ask them to.

This is what we refer to as the Call-to-Action (or CTA). You have to actually tell them to execute the plan which you have laid out for them. To not give your customers a Call-to-Action is like expecting your girlfriend to marry you when you’ve never proposed.

Your Call-to-Action needs to be clear, concise and straight to the point. Weak calls-to-action just leave your customer confused about what will actually happen when they click the button on your website and make you look uncertain that what you have to offer is actually the solution to their problem.

Think about it, if you got down on your knee and said to your girlfriend, “Get Started” or “Learn More,” do you think she’ll say yes, or just look at you like you’re an idiot. 

Make it clear what you want your customer to do. The ones that are ready, will do it. The ones that are not, won’t. That’s exactly what you want…

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