Websites: Found by people who are searching for particular items
When people come to your website they have usually taken their own actions to get there. Maybe they have searched for a particular search term which has lead them to your website. Usually they have taken their own steps and reached out for your content.
With this in mind how you craft your website and the words you use would cater to a person in a buying mood. So using "BUY NOW" or "MAKE A BOOKING" buttons on your website would make a lot of sense.
For example: I want a plumber to fix a pipe so I search for a plumber in my local area. Im in a buying mood as I need to solve a problem. So if Im presented with a button on the plumbers website that says "BOOK ME NOW" (Guaranteed arrival within the hour). Im likely to take action right NOW!
Email Marketing: Disrupting people when they don't expect it.
When people receive your emails they are not expecting them and they are usually doing other things at the time. So you are disrupting their daily lives. This is very important to remember as your approach needs to keep this in mind. They don’t necessarily have a burning desire for the product we have presented to them… just yet.
So if Im a plumber and I send an email to my clients asking them to "BOOK NOW" do you think I would get many takers? Not many unless the email arrives at the same time my pipe was leaking.
So the plumbers email would be advising customers about our emergency service where we guarantee arrival within the hour. Instead of BOOK NOW we would use FIND OUT MORE. We would ask the customer to make sure they have our number stored in their phone under EMERGENCY PLUMBER. We would be telling our clients about our maintenance program where we come out and check and fix any leaking taps to save them money on their water bills.
Not every email is about a sale as you are staying fresh in your customers minds so when it comes time for them to buy they choose their favourite plumber that stays in touch with them.
This approach applies to just about every industry as just stuffing sales offers into clients inboxes can fatigue your list fast. Provide some value and strengthen your relationships. After all your are dealing with people and not blasting your message to an @ symbol.