Many natural healthcare practices confuse their potential patients with unclear messaging. StoryBrand provides a formula to craft your message so that your ideal patients will be captivated and want to engage. Follow this blog series to discover how StoryBrand is a natural fit for marketing your naturopathic, chiropractic, acupuncture, or functional medicine practice.

This article is part 8 of 11 in a series on StoryBrand for Health and Medicine. Check out the entire series here.

StoryBrand for Health and Medicine Part 8: How to Get People to Take Action

People love to be told what to do. If you have a healthcare practice, you need to tell people exactly what to do to become a new patient. If you sell natural products, you need to tell people exactly what to do to buy them.

Nobody is going to buy your products and services unless you tell them what action to take.

Types of Call-To-Actions (CTAs)

On a website, we the call-to-action (CTA) is the action we want people to take. However, not everybody is ready to buy or sign up right away. That’s why there are two different types of CTAs you can include in your marketing message:

• Direct CTA. The direct CTA is the action you want people to take to buy. If you sell products, it might be “buy now” or “order now.” If you sell services, it might be “call now” or “book appointment.” This is the CTA that should be highlighted most prominently on your website.
• Transitional CTA. A transitional CTA is a way to engage your potential clients or patients before they are ready to buy. Examples could be “watch video,” or “download e-book,” or “take the quiz.” Website visitors can take this transitional action to learn more about you and your business before they sign up to buy.

How to Use a Call-To-Action in Your Marketing Message

The most common way to use CTAs is on a website, but that’s not the only way! Once you are clear on what your direct and transitional CTAs are, you can use them in all of your marketing communications.

• Website. Make your direct CTA bold and clear on all pages of your website. Include a button in the top right corner so that nobody will miss it.
• Emails. If you have an email list, you can include your direct CTA when appropriate. You can include your direct or transitional CTA in the signature of your email.
• Social Media. Social media platforms are a fabulous place to ask people to take action. Post your direct and transitional CTAs as links from your Facebook and Instagram profiles. Include your CTAs occasionally as part of your posts.
• In Person. If you are out in the community networking or doing public speaking, mention your CTAs! Depending on the situation, you can decide whether it makes more sense to share your direct or your transitional CTA.

The Call-To-Action in the StoryBrand Framework

Read Building a StoryBrand by Donald Miller or check out the free online BrandScript tool. You'll see that every good marketing message has a call-to-action. You can learn more at storybrand.com or by hiring a StoryBrand Certified Guide.

Up next

This article is part 8 of 11 in a series on StoryBrand for Health and Medicine. Up next is Part 9: Help People Avoid Horrible Things