One of the biggest mistakes marketers make is leaving their customers in a state of anxiety cause they don’t know what’s coming next.
For example…
I was in San Francisco yesterday, and I grabbed the BART (their public train) to the airport in the morning.
However as soon as I got on the BART, I was confused.
Why?
Because there wasn’t a map on the wall with a list of the stops.
So I had no idea which stop I needed to get off at.
I basically sat there hoping the announcer would tell me which stop to get off at.
After about 35 minutes of this, I started to worry that I missed my stop.
So I just got off the train.
Well that was a mistake,
Cause it was the wrong stop.
So now I had to wait out in the cold for 10 minutes for the next train…
And then get back on.
Which sucked.
But it got even worse for me.
Cause not only did I get off at the wrong stop once…
I actually did it twice.
Literally about 15 minutes later, I got off at another stop that I thought was the SFO stop.
And the cycle continued.
Me pissed off…
Me standing in the cold wind…
Me wondering how some city worker could be so stupid to make it this difficult to find my stop.
After two mix-ups, I eventually wound up on a train that had a map of all the stops.
And I finally made it to the airport (about 6 minutes before my flight took off).
So I survived.
But I didn’t get there without a LOT of anxiety and frustration.
And whether you know it or not, this is happening to your customers as well.
Cause this is what happens when you ASSUME they know what you know.
Some city worker in SF just ASSUMED people would know when to get off the train.
But some guy like me who lives in Austin, and never uses public transportation, has no clue.
And I wind-up getting off at the wrong stop multiple times.
So it just leaves me pissed off.
Point being…
This same thing is already happening in your business whether you are aware of it or not.
So here’s something to think about.
What can you do to make it abundantly clear to your customers what they need to do next?
If you can answer that question…
You’ll eliminate a LOT of their anxiety and frustrations.
They want you right next to them, holding their hand and showing them what to do.
Keep that in mind.
– Justin
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
