One of the most common mistakes a business can make in marketing is assuming people automatically know how to purchase their goods or services. Services businesses fall prey to this error more than those who sell things online, because when you’re running an ecommerce website, there’s usually an “Add to Cart” button on every item, but for businesses who aren’t into online sales, this is also common.

The problem is, unless they’re buying a pack of gum or something else that’s small, there’s almost always a bit of apprehension about spending money. Think about it – this is the first time your customer has something to lose - there’s a very real stake in the game. The more difficult it is to buy your product or services, the more reluctant they will be to part with their hard-earned cash.

Marketing expert Donald Miller, in his book Building a StoryBrand, says that what you want to do is make it easy to buy whatever it is you’re selling, and reduce the “uncertainty factor”. To do that, offer your customers a plan – a step by step process – for purchasing from you.

Your plan should be short – no more than three or four steps – and above all, easy to understand. For instance:

1. Install our calendar software
2. Create your schedule
3. Manage your time like a pro

Or, the Three Cats Marketing Success Plan:

1. You and Three Cats will have a conversation about your business needs
2. Three Cats will clarify your message and build your marketing assets
3. You'll communicate the value you offer in a way that makes people listen.

 Whatever you do, don't make it difficult to do business with you!

This Month's Resource

For the last few months, I've been talking about the StoryBrand 7-Part Framework created by Donald Miller. Hopefully it's been enjoyable and informative, and maybe you're thinking your own marketing can use a tuneup, and the Framework sounds perfect.

But maybe you're also wondering how you can actually implement it. After all, you're not a marketing ninja, right?

I've got the answer. It's a two-day Marketing Workshop via Livestream (in other words, there's no travel involved!) It's put on by the folks at StoryBrand. During the two days, you'll dive deep into the 7-Part Framework, and actually use it to create a powerful brand message that will help your business grow.

The workshop is taught by Don Miller and his team. But the best part? Not only will you learn the Framework, and you'll have an opportunity to put it into practice... but you'll be personally coached by me. I'll be right there to help make sure you're getting it right!

To find out more about the Marketing Workshop or to register, just go to the Marketing Workshop page.