There was once a car crash not far from my home.
With a poor old lady caught in it.
I saw most of it happen:
Basically this random young driver blinked her turn signals when she shouldn’t have.
(Which she LIED about afterwards. Good thing I cleared that up with her insurance.)
The old lady driver thought she was clear to go…
You get one shaken up old lady with a smashed-in car door.
It was such an avoidable car crash.
And a dramatic lesson in badly setting expectations.
You see incompetent and criminal marketers do it all the time.
Once you set your customer’s expectations wrong…
Sometimes with just one mistake early in your funnel…
You risk some serious neck-snapping mental whiplash of your customer later.
(The old lady was okay by the way. Shaken and upset. But safe…)
If you fail to deliver on what you promised or hinted at…
Your would-be customer slams their brakes… goes flying through their windscreen… and never reaches your shop of horrors to buy from you.
(Or they’ll decide to never buy from you again.)
Watch out for the ‘turn signals’ your funnel puts out.
See whether your customers are headed for a major crash.
And whether they’ll come down with a bad case of buyer’s remorse.
Install some airbags, and fix your funnels where the disaster zones are.
Let your customer live to buy from you another day.
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