I love this picture. I snapped it at the coke museum a few months back. It’s a door that says “not an exit.” with an exit sign above the door.

Brilliant.

I thought it was interesting because it illustrates a point you need to be careful of in business: Be Careful Not To Confuse Your Customers.

I watched amused as several groups of people tried to exit out the door while debating whether or not it was an exit. In your marketing, never assume that they can figure it out on their own. The more difficult your process, the more it will be misinterpreted and will lead to more problems. If it is difficult to navigate on your website, they won’t make a purchase. If you have to go through a process, they will go elsewhere that’s easier. Try to make it easy as can be on your customer. If you can do little things to make the process simple, DO IT. Don’t let it take an act of congress to buy from you. Government entities are perfect examples of this. Ever notice how they make it so blooming hard to buy from them? You have to have certain papers to make a purchase (that you can never find or forgot at home) and it literally takes hours just to accomplish simple tasks like getting a license plate. They might as well make it to where you need a sample of blood just to pay for car registration. Secret shop your business and see how easy it is to make a purchase from your business. See what it feels like yourself. Note the hang ups and where it can be made easier. Today’s customer won’t buy where it’s difficult or confusing. Your customer needs to trust you are the right person to spend their money with. They can buy the same product from someone else in minutes. So make it easy on them.

What can you do right now in your marketing to make it easier on your customer?

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