How do we get there?📍

In 5.2 miles, turn left…

Stay in the right lane to exit…

It’s 3 mailboxes after the big red barn…

Whether turn-by-turn directions come from a GPS or the guy behind the gas station counter, most of us generally like knowing how to get to our destination. Having a plan gives us the confidence we need to get started and relax during the process.

Your potential customers aren’t any different. They want a preview of the steps they need to take in order to experience success.

Tell people what steps they need to take in order to get what they want.

And while customers may actually need to do 12 things in order to experience the full benefit of what you sell, the plan you include in your marketing shouldn’t be that detailed. That looks complicated and is discouraging. Your potential customers won’t even attempt it.

For the sake of marketing, simplify your plan to 3 or 4 steps.

Look at these examples from a variety of websites:

➡ Landscaper

➡ Real Estate Agent


➡ House Cleaner

Action Steps:

  • On the left side of your paper, write down the first thing your customer needs to do in order to work with you or buy from you.
  • On the right side of your paper, write down what success looks like for your customer after they’ve bought your product or service.
  • In the middle, write down the most important step, process, or product you’ll guide them through.

Congratulations! You now have a draft version of your plan. Clear, accurate and simple enough for people to engage.

Having a 3-step plan creates clarity for your customer. They’ll trust you more because you’ve shown them a preview of the path to success. When you give your customers a plan to follow, they are much more likely to take the first step.


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I’m not sure I want to do that.

I’m not sure I want to do that.

Part of being an empathetic guide is taking objections seriously, not getting defensive, and walking your customer through this part of the decision process.