It’s not a sales spiel, it’s not a shove at the reader. What is it?
It’s the link to the thing you want the reader to react with, to click on a link and do something. It may be a Call to Action, or it may be a link to something else, a competition, a voting site, a carousel.
Amazon does amazing things to make it easy on the browser in their journey to happiness. The biggest part of their customer design has to do with making it easy to click a button to ‘do’ something, whether it’s to read more, see what others say, or to buy. A one-click answer to the browser’s problem, easily seen, but not pushed front and centre. This helps browsers navigate to what they want to see, experience, do.
And yet I see so many sites where an object or intention is stated, but no link appears. Does that mean the browser needs to copy and paste the relevant details and do a search for the object? If that’s the case, either because the creator doesn’t want to ‘push’ at anyone, or they feel that it’s ‘hard selling’, then let me put it straight out there.
Making it easy on your browser to either look or buy or do some other action is a courtesy, and to make it difficult for them to take action is akin to rudeness. You want them to work for it? No, you don’t. You want to make it easy, as easy as Amazon does, even if it doesn’t result in a sale or action.
I’m not spruiking Amazon, though, only how they work hard to make it easy for the browser to do something, whether it ends in a buy or not. If it’s not easy, the browser wanders off, forgetting what it was they wanted.
Now for the serious bit, and it’s about books here, but it could apply to anything you want a browser of your site or newsletter to do.
Do you know Draft2Digital? And Books2Read? An independent publisher for indies, and associated with a place to locate your books so a reader can click on a link on your site and go see what you’ve got and where they can get it. A simple click process so the browser can easily see what’s there.
Here, let me show you my carousel (and I’ll check that it’s up-to-date at the same time – looks right).
There are other link-maker sites.
Booklinker is one for Amazon, so a browser who clicks on the link will be sent to the Amazon site that is their ‘local’. This is very useful, and avoids the issue of a browser being sent to a ‘Zon site that isn’t one they can buy from. It’s that ‘making it easy’ concept.
BookBub is a great place to set up a profile so followers get an email for new releases (criteria apply, so read up). Want to see my BookBub profile, where a browser can view and click to find their answer, click on something if they want to go further? (Hmm, looks like I need to tidy up a bit, update some things … I’ll get to it soon.) Things to note bout BookBub is that it may list ‘places to buy’ that the title isn’t available from (but the click will take the browser to the author publications at that site), and it takes the browser/clicker to the (for me) .com sites, not my local ones. I’m sure one day they’ll fix this to make it easier on the person with the clicker.
Although this post is about books, it can also be for other things. Is your cover or story in a competition that relies on votes? Put the link to the site that allows the browser to see yours first, so they can vote for you.
And, as an aside that makes life much easier on the browser (from personal experience), for each link to add to your site, make it open in a new tab so the browser can come back if they want to explore more. In other words, don’t kick the visitor out into the snow-storm too soon, or they may not be able to find their way back to your door.
Oh, and don’t link to sites that aren’t in the browser’s (or your) best interests. Spamming, or other tactics, will cost you any future prospects, so don’t make them remember you for all the wrong reasons.
And there goes another of my premade posts to account for the time needed away from the keyboard to allow my poor hands to heal enough to start writing stories again (an obsession, I assure you, and I’m sure I’ll try to start up again too soon … but I have to keep in mind that the more I mess around, the slower the healing process).