Verbs are Your Friends – The Importance of Call-to-Action Buttons


By Sue Brady

Red Button

Call-to-action buttons, or CTAs for those in the know, are the buttons a user clicks on from your website to complete an action. Typically, it’s to complete an action you want the user to complete, like ‘BUY NOW,’ and that’s why they are so important. Most importantly, test your CTAs to figure out what will work best best for your site.

Elements Worth Testing:

Message – Does it call on the user to do something specific?

Appearance – Does it blend in or stand out?

Size – Again, does it blend in or stand out?

Color – Hmm, does it blend in or stand out?

The message. Text can be short or long, but make sure you include a verb. Action words will get users to take action. Funny how that works. Most experts who write about button text will say that shorter is better, and they are probably right. But you won’t know until you test it yourself, on your particular pages.

And make sure you are directing the user to do something you want them to do. For instance, if your CTA is simply ‘Learn,’ a user might not understand why he should click. Retailers seem to have figured out that a button that says ‘Add to Cart’ is universally understood as the next step needed when someone wants to make an actual purchase. Your own CTA should be just as clear.

Appearance. It’s a mistake to make the user have to work to figure out where they are supposed to click. If your button blends in too nicely with the look and feel of your site, it will be difficult to find. Test something bold and different. Make sure the button is ‘findable’ without having to scroll. And also, reversed out white type works just fine against a bold button background.

Size. Big and bold. This relates back to my previous statement about making sure the user doesn’t have to work to know where to click. With a big and bold CTA button, the direction to the user should be obvious. If someone sees nothing else on your page, you want them to notice that CTA button.

Color choice. Way back when I first started working with direct response websites, I remember someone telling me that I shouldn’t use red on my CTA buttons. That advice makes sense. Red means stop and has a negative ‘feel,’ but the truth is, won’t know until you test. When I worked at AOL, where we tested everything often, orange was frequently a clear winner in this type of testing. That was many years ago, and I still see orange used a lot, but I also frequently see green and blue.


  1. Test, test, test
    2. Verbs are your friends!

Twitter Chats – What, Why, How and Who


By Sue Brady

First a definition. A Twitter Chat is an online gathering of a variety of folks who are interested in discussing a particular topic. The successful Chats are regularly held so that someone interested in your topic knows that every Tuesday at noon for instance, they should tune in. The conversation is tied together through the use of a unique hashtag that makes the chat trackable (by participants).

In a Twitter Chat, the conversation is ongoing, meaning that a question is posed and multiple people will send through tweets that answer that question. You’ll see side conversations as well. My favorite Twitter Chat is #cmworld. If you do a search for that on Twitter, you’ll be able to see some of the chats.



Twitter chats are useful on a number of levels:

They are a great way to learn about a particular topic.

They can position you as a thought leader.

They are a great way to identify potential prospects for your company.

If you are in need of a product related to the chat, it’s a way to connect with others who might be able to help you with recommendations.

Setup Steps

  1. Decide on your topic.
  2. Create a hashtag to identify your chat. Short and easy is best. This hashtag is used by the chat participants so that their answers/questions are viewable by those participating, so you want the hashtag to be easy to type and also unique to you.
  3. Figure out when to host it, keeping all time zones in mind. And also check that there isn’t a similar chat happening at the same time. You’ll want to do some research to try to find other chats that already occur on similar topics so that you can avoid those times.
  4. Post the chat on a Twitter Chat schedule. This one is a good source:
  5. Write 8 – 10 pre-determined questions and post them in advance.
  6. Ask someone to be a subject matter expert (this can be you, someone else in your company, or someone else entirely). They should have the questions in advance and have pre-written answers.
  7. Make sure you know how to find your audience to invite them to the chat.
  • Search for related hashtags, find folks using them and send them a Twitter message about your chat.
  • Reach out to others in your field to see if they can help you spread the word.

6. Take a look at the various tools you can use to keep track of your chat when it’s in progress. You can use Twitter, but it can be hard to follow the conversation only there. I like Tweetdeck. Tweetdeck allows you to see all posts on your hashtag, alongside notifications that you might want to respond to. Tweetdeck is owned by Twitter and you use your Twitter account to sign in. You might also think about having someone help you to monitor a few different screens, because chats can be fast and furious.

 What to remember when starting your chat:

At the start of the chat, remind participants of the general format:

Question mark

  1. State the number of questions.
  2. Remind participants that when answering a question, they should precede their answer with A1, A2 etc. (meaning Answer for question 1, 2 etc.).
  3. Remind participants to always use the identified hashtag in their tweets.
  4. Introduce your host and mention their credentials.
  5. Ask participants to introduce themselves.
  6. It’s nice to acknowledge some of your participants with either a ‘thank you for joining our chat today’ or ‘hope you aren’t getting too much snow today.’ You get the idea.
  7. Post the first question. Make sure you give a few seconds for participants to start responding before the host posts their response.
  8. Have the host respond to questions that pop-up. The community will chime in, but your host should be able to chime it too.
  9. When you see answers to the first question start to slow, or to get a derailed chat back on track, post the next question.
  10. At the end of the chat, thank everyone for attending.

After it’s over, post a transcript from the chat on your website or blog (it’s great for SEO too!). Before your next chat, send reminders via Twitter to those that participated. Happy chatting!

5 Key Marketing Lessons I Learned from the Baseball Diamond


By Sue Brady

Sometimes life’s (well, marketing’s) lessons come when you least expect them. I spent the last three Baseballdays attending a number of minor league baseball games. Minor league teams have very little money so they need to be creative to generate revenue. There are lots of games for kids, mid-inning entertainment, and of course, opportunities for attendees to spend money.

While I watched the shtick, I realized that in the minors, the Marketing Department needs to be creative. And they need to be able to stretch the dollar. At the park I was at, they had Marketing 101 down. Specifically, they know how to:

Engage Your Audience

  • This team uses Twitter, Instagram and Facebook to post pics during the game. During one particularly gorgeous sunset, their social media maven took a picture and tweeted it. She noticed that others starting posting their own sunset pics from the ballpark so she encouraged everyone to send in their pics and she tweeted those.
  • They also have a ‘smile cam.’ The roving staff member snaps random photos that not only appear on the big screen in the outfield, but also appear after the game on their Facebook page.
  • They host a sleepover in the outfield once a season. What baseball loving kid wouldn’t jump at the chance? And of course, all those kids, and their parents, have to buy tickets to that night’s game.

Give a human face to Your Organization

During all of the games, the Marketing/Promotions staff gets involved with the fans. They walk the stadium throughout the game, giving high fives, chatting it up with the crowd, and basically, being human. The team mascots also stroll the stands to kiss babies and fist bump the fans.

Know Your Brand Champions and Treat Them Well

This ball club made their season-ticket holders feel special. I saw several season ticket holders come up to staff members just for a chat. And they greeted each other by name. They truly feel a part of the ballpark. Talk about figuring out how to make your best customers continue to spend money with you!

Use Creative <Grass-Roots> Marketing

No surprise that with limited budgets, grass-roots marketing is critical. Being local makes it makes it perhaps a little bit easier.

  • Before the season starts, all staff are given boxes of team schedules. Everyone is expected to visit as many local businesses as possible to drop off handfuls for distribution to their customers.
  • Everyone is responsible for ad sales and ticket sales. That seems to be a rite of passage for baseball staff. And because everyone has quotas, employees are incented to talk to local business owners in their own community, to try to sell ad space in the team roster, a poster for the concourse, an exhibit table for just inside the entrance, or a giveaway during the game. One of the games I attended had a pizza parlor highlighted, a dog treat product giveaway, a burger joint coupon given if the ballplayers hit a certain number of home-runs, and free tacos coupons after the pitcher threw a certain number of strike-outs.
  • They sometimes have guest baseball players from the Majors sign autographs. The adults are as excited as the kids!

Consider non-Typical Forms of Promotion

  • This club hosts events at area schools where they give out some free tickets. Not only does it generate excitement for the kids at the schools, but the kids come home begging mom and dad to take them to a game.
  • I strolled through the on-site retail shop. They had tons of T-shirts, sweatshirts and caps, almost all offered at fairly low prices. The impact of this is that probably 50% of the attendees on most nights I was there, were wearing team logos. And you know that means they wear their shirts, caps etc. when they aren’t at the ballpark too. It’s free advertising! Who doesn’t want that?

All basic marketing techniques, and all effective!


Content Goldmines Part 2


By Sue Brady

Most companies these days post on various social media, or keep a blog as a part of their website. Usually the most difficult part is trying to figure out what to write about. Last year I wrote a post about great places to find inspiration for your content. That article mentions sources like:Idea

  • Talking to your sales team
  • Talking to customer service
  • Talking to other employees in your company

But there are other places to seek inspiration and here are just a few:

Senior Management. Interview senior management at your company and find out if it would add value to write content about something they know will be of interest later in the month/quarter/year.

Press Releases. Check press releases from your company and from your competition to see if there’s anything that would make a good topic for some timely content.

Twitter. Start participating in Twitter chats. You can search by subject for scheduled chats here: You can actively participate in chats or you can anonymously read the chat as it’s taking place. And most make transcripts available after the chat. Twitter chats are a great way to learn about a particular topic and can also provide great ideas for content.

LinkedIn. LinkedIn groups are another great source for content ideas. By joining groups relevant to your business, you can read conversations taking place and gain insight into questions being asked.

Your competition. Do some web searching to see where your competition is turning up in the press. Perhaps they are participating in a ‘conversation’ where you also should be at the table. Or maybe they do something really well. By writing a post on that topic, you can start to position your own company as the subject matter expert in that area.

The key is to get creative and imagine where you might find inspiration. I’ve overheard conversations in airports that have lead to some interesting blog posts. You just never know where your next idea may come from.



7 Steps for Using Social Media in Times of Crisis


By Sue Brady


There will be a time in the life of your company where you may need to manage a ‘situation.’ Thank heavens for social media. Social media has transformed the way companies can talk to their customers quickly and broadly.

One of the many advantages of using social media to manage a crisis, change of event, weather situation alert and the like, is that you can reach a large number of people quickly. Amber Alerts are a great example. You can sign up to follow them on Twitter and Facebook, and even have alerts buzz your cell phone. It’s a powerful way to use social media to have many eyeballs looking for a lost or abducted child fast.

If your company plans to (or might have to) use social media to relay timely information, have a plan. Waiting until you’re in need is NOT the time to create a plan.

Step 1: The first step of course is to know where on social media your audience actually is. This might require some research on your part that goes beyond looking at where you have the most followers (thought that’s critically important as well). Let’s say your customers tend to be active on Twitter. Look up some of your faithful followers that also Tweet, and take a look at the links they tweet out. You may find patterns that will give you some ideas of other websites/social media platforms where you’ll want to have a presence. Marketing tip: you can do this to find new places to advertise and attract new customers!

Step 2: Identify who in your company is going to post. This may be a team of people or just one person. If approvals are required prior to posting, make sure the chain of approvals is clearly spelled out, including who can approve posts if someone is not available.

Step 3: Know who your influencers are, so that they might be able to help you get the word out too. Influencers are consumers who follow you and have a large following themselves. Influencers can be a very effective way to spread your message even further.

Step 4: Craft your messages to be accurate and consistent. When creating messages to serve as notifications, make sure the facts are correct, the phone number you are showing is working, the URL you are providing works.

Step 5: Include a hashtag to make it easy to follow the topic. This also can give you control over where the conversation happens and is critical especially on Twitter.

Step 6: Monitor what’s being said about your situation on social media so that you can respond or change your approach as needed. If a statement you’ve made is being misinterpreted, you’ll want to correct that in a hurry.

Step 7: After the crisis is over, make sure to pull the team together to discuss how well your plan worked and whether or not you should make changes.

Last summer, I was on a train with the hubs headed downtown for an outdoor Lucinda Williams concert. The train was definitely not as crowded as we expected it to be (it was Taste of Chicago weekend, an event that attracts over 1 million people), but it wasn’t until we overheard a passenger tell someone else that The Taste had been flooded out and cancelled for the day, that we realized why. We wanted confirmation so of course pulled out the iPhone, and looked up #tasteofchicago on Twitter where the closing was in fact posted. If we had thought to look, Chicago had done a fine job of letting Chicagoans know of this unusual event cancellation.

Postscript: We thought it would be just like Lucinda to do an impromptu concert in her hotel bar and certainly didn’t want to miss that. We searched twitter to see if we could figure oGuitarut where she was staying. Alas, we could not. We hung out for a while downtown and then headed home. Epic social media fail on our part. The next day we found out that Lucinda in fact DID play an impromptu concert that night. She played at a local bar, and she told fans about it via social media. But we had stopped checking by then and hadn’t heard the news. We missed out on an opportunity for a concert by one of our faves, in a small venue, and at no charge!