One way to get customers to do what you want…

I generally avoid political discussions, but this one’s a two-fer: a great example a clear call-to-action, as well as far too rich to pass up. Last night, after effectively losing her party’s nomination, Senator Clinton encouraged supporters to go to her website and let her know what her next step should be. As David Gergen pointed out last night on CNN, Senator Clinton evoked Richard Nixon’s “Checkers” speech, bypassing party officials and appealing directly to voters to guide her next step. Just my hunch, but I think Senator Clinton has plans to maintain her strong voice in setting the party’s political agenda.

Why do I think that?

And what does it have to do with the one way to get customers to do what you want?

Simple.

Don’t give your customers any options except for what you want them to do:

The form offered on Senator Clinton’s campaign website – on both the site’s splash page and on the home page itself – only provides for a positive response. Whether it’s sporting in politics is one thing. But it’s effective as a a call-to-action.

A word of caution. This tactic can be very damaging when surveying customers (“Tell us how great you think we are: A.) Very great B.) Very, very great…”). But in commerce paths, it’s an outstanding technique.

Try similar techniques on your own site when setting up calls-to-action and you can expect to see positive results, too.

By the way, if you’d prefer to give Senator Clinton alternative advice, you can use the campaign’s regular contact form here.

[Full disclosure: I expect to vote for Senator Obama in the general election.]

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