How To Use A “One-Action” Strategy To Activate Your Audience
How to get more by asking for less.
Do you ask your audience to multitask? Probably.
Does it hurt your ability to get them to take action? Definitely.
If you’re building an audience for something the chances are you make lot of requests (or “offers,” to use a gentler term) to your existing and potential fans.
You ask them to consume your creations, share stuff on social media, subscribe to your newsletter, purchase your product, listen to your podcast, and whatever else will further your goals.
But in the midst of all that hustle, it’s easy to lose sight of a key point: Multitasking is a myth.
People don’t do take multiple actions at once. They operate one action at a time.
That’s why you’ll find more success — short and long term — if you focus on a single action you want your audience to take when they encounter your work.
How To Implement A One-Action Strategy
In any scenario in which people discover your work, only encourage them to take a single, specific action after doing so.
It’s fine to make multiple actions available for them to take (though it’s possible you’ll see better results if you limit their options), but hone in on the single action you most want them to take and devise a strategy to increase the likelihood they do so.
You can can also have different actions for different scenarios.
For example, the “one action” you want people to take after watching your videos may be to subscribe to your YouTube channel, but the action you want them to take after reading your blog post might be to join your email list.
But choose one per scenario and focus your efforts on driving that action.
Why It Works
The One Action Strategy simplifies things for you and your audience.
It makes it easier for your audience to support you because when they don’t feel assaulted with asks (Share my video! Retweet it! Subscribe! Watch another!), they’ll be more likely to do the one thing you request.
Also, the process of forcing yourself to choose a single action to request forces you to consider what action will generate the most value.
It forces you to be strategic.
That leads to the other reason why this strategy works — it gives you a clear and simple way to measure success.
Once you focus on a single action you want people to take it becomes very easy to measure the success of both your content and those promotional efforts you’ve learned not to fear.
Ready to give the One Action Strategy a chance?
Here are three things to consider as you figure out what action you want people to take.
Step 1: Figure out your goal.
There are lots of different actions people can take after seeing your content and each provides its own unique value so the first thing to do is think through your goals and let those guide the action you want to drive.
Let’s say you publish a new blog post.
If your main goal is to get as many people as possible to see that post, the action you might want to emphasize is that readers share it.
But if your main goal is to be sure the readers who enjoy the post see your next one, then you might want your one ask to be that they subscribe to your mailing list.
There’s no right or wrong action to focus on — it depends on your goals.
Just make sure the action you emphasize fits the main goal you chose to pursue.
Step 2: Figure out the value of the action you want people to take.
All actions are not created equal.
For example, a person who buys your product may be more valuable than one who follows you on Twitter (or maybe not — again, it depends on your goals).
In general, the more valuable the action is, the tougher it is to get people to take it.
So, when determining what action you want to drive you need to weigh the relative value of each possibility.
Would you rather sell 10 albums or get 100 people to sign up to your email list?
Would you rather someone subscribe to your podcast or your YouTube channel?
Would you rather they tell their friends about you or come to your next show?
These relative values will be different based on your individual situation, but it’s important to consider them as you map out your strategy.
Step 3: Recognize how the medium where your creation lives works and what assets are available to you.
Different mediums (both online and offline) have their own unique strengths and weaknesses to take into account when figuring out what action you want to drive.
For example, it might be easier to get people to join your email list after reading something on your blog than it is after they read something on your Facebook page.
On the flip side, it might be easier for people who engage with your Facebook post to tag their friends in the comments than it is for them to share a blog post on your website with them.
YouTube’s annotations make it easy to get people to subscribe to your channel or drive them to another video you’ve created so you may decide to focus your action around those things as opposed to trying to generate Twitter followers from your YouTube videos.
This is not to say you can only do things that occur naturally in the platform you use, but rather that you should be aware of what’s “easier” to do on various platforms when plotting your strategy.
And speaking of easy actions, here’s the one I’d love for you to take if you enjoyed this post…