Imagine This…
You and I head out for a hike along the Brule River in Northern Minnesota.
The air is crisp, and the water is absolutely raging after a big rain last night.
After about thirty minutes, we come to the edge of the river.
“Alright. Let’s go to the other side!” I say, matter-of-factly.
You look at me…look at the huge waterfall downstream…look at me again…
The river looks something like this…
You: “NO WAY! I’m heading back.”
What went wrong?
I gave you no reason to trust me.
From your position, any attempt to cross that river was going to end in a steep drop and a sudden stop.
How could I have inspired trust in that moment?
Let’s start over at the bank of the river…
“Alright! Let’s cross here. I know it seems risky, but it’s not that bad. I’ve done it a million times.
Here’s how we’re going to do it.
First, step on this rock here…
Second, an easy jump to that rock there…
Finally, a big step to the other side!
See! Not so hard. Let’s go.”
You look at me…look at the huge waterfall downstream…look at me again…
Maybe the scene is closer to this…
You: “I’m a little nervous, but it seems like you know what you’re doing. Let’s give it a try.”
What was the difference?
In the second scenario, I presented you with a clear plan to take you from your current position to success on the other side (aka, not dying in a waterfall).
It’s a simple lesson most small businesses overlook in building trust with their potential customers.
Offer a clear and simple plan for how you’ll lead your customers to success.
Whether your process involves 25 steps or 3 steps, offer a simple 3-step plan of action.
This shows your prospect that you know what you’re doing and the process is attainable.
If working with you feels too complicated, they’ll bail.
You have to remember, no one trusts a Guide without a plan.
Be a Guide WITH A PLAN, and secure more trust from your target customers.
How Do I Do This?
Head to your website. Look at your homepage. Does your homepage have a simple 3-step plan for how people can work with you?
If not, map one out and drop it on your homepage or sales pages.
Here is mine for reference:
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