"Why Not!?"

In my Advertising Copywriting class we had a potential new public relations professor come speak about "Why people do not do what we want them to do", when you are calling them to action in a form of public relations.

The first reason is because "They Cant". They either do not have the financial resources or the time to do what you are asking them to do. You need to make it simple so many people can react to what you are asking of them, whether that be making it a necessity rather than a want so they can afford it or making it worth their time so they will set aside time to get it done. It is important for people to put what you are asking of them on a high priority and make it necessary for them.

Second, "They Don't Want to". What you are asking of them seems uninteresting and not worth their time or efforts so they will not do it. As I said before, you must make it a priority to them so they will actually want to go out and act on the call to action. You do not want someone to look at your product or event and be uninterested by it. You want your target audience to feel like they MUST act and act now.

Third, "Nobody asked them". Make your call to action fitting for your target audience. Make them feel as it they are wanted and needed. If you appeal to a tiny market, not as many people will feel targeted and not very many will act. You need to make it as broad as possible while still reaching the same target.

I really enjoyed this presentation because usually you only think of how to get people there but you do not really stop and think why they are not actually doing it. These three categories are great things to think about before you plan event or try and sell a product because if you avoid these three, you will most likely have the perfect outcome!