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There is something about the end of August that always feels like a natural transition.
Summer is winding down. Kids are heading back to school. The evenings begin cooling off, even if we still have a few hot days ahead. There is the first promise of fall in the air, which happens to be my favorite season.
For business owners, this time of year also gives us a natural opportunity to refocus.
We're heading into September, Q4 is getting closer, and there are still several months ahead to make meaningful progress toward the intentions we've set for the year.
But before you start adding new strategies, campaigns, funnels, or offers to finish the year strong, I want to challenge you to do something else first.
Walk the trail you've already created.
This past weekend, my daughter and I loaded up our horses and headed to a state park for a trail ride.
We love getting our horses out on the trails, and I'm currently working with a young three-year-old, so putting some miles on while enjoying the woods makes for a pretty great day.
This particular park, however, was somewhere we hadn't ridden in quite some time, and the trails weren't especially well marked.
We would be riding along, enjoying ourselves, and suddenly arrive at an intersection.
One trail went in one direction. Another disappeared into the woods in the other.
And we had very little information to help us decide which one to take.
How far does this trail go?
Does it loop back around?
Is there a steep hill waiting around the bend?
How difficult is it?
Are we going to end up lost?
Are we accidentally turning our relaxing trail ride into an all-day excursion?
There was no way to know.
And even though we were out there having fun, every one of those intersections introduced a little uncertainty.
As I sat on my horse looking down another unfamiliar trail, something occurred to me:
How often do we create this exact experience for our prospects without realizing we're doing it?
Your Prospect Doesn't Have Your Map
When we build our businesses, we know how everything works.
We know what our lead magnet is about.
We know why someone should register for the workshop.
We know where the button leads.
We know what happens after someone schedules a call.
We know what they'll receive when they purchase.
We know how our offers relate to one another.
In other words, we have the map in our heads.
Our prospects don't.
They're experiencing our business one step at a time, and every time they encounter a decision without enough information to confidently make it, we've effectively brought them to another unmarked intersection.
Which way am I supposed to go?
What happens if I click this?
Is this for someone like me?
Why do I need this?
What happens next?
Is this worth my time?
Can I trust this person?
Should I keep going?
Those questions may never be spoken aloud, but they are part of the experience we're creating.
Confusion Creates Friction
Imagine how different my trail ride would have felt if there had been a detailed map at every major intersection.
Even better, imagine that the map showed:
You are here.
This trail is three miles.
This one is six.
This route is relatively easy.
This one includes steep terrain.
This path loops back to the parking area.
Suddenly, I'm no longer guessing.
I have enough information to make a confident decision based on what I want and what I'm prepared for.
That's what we should be creating throughout our client journeys.
Your prospect shouldn't need access to all the information you have. In fact, too much information can create another form of overwhelm.
They simply need enough clarity to confidently take the next step.
Every Step of Your Funnel Is Part of the Journey
This is why I encourage entrepreneurs to stop thinking about a funnel as simply a collection of marketing assets.
Your funnel is a journey.
It may begin when someone discovers a social post, YouTube video, article, advertisement, podcast appearance, or other piece of content.
Perhaps that leads them to a lead magnet.
Then an email.
Then another resource.
Then a workshop.
Then a sales page.
Then an offer.
Then onboarding.
And eventually, the transformation you help them achieve.
From your perspective, those might look like separate marketing activities.
From your prospect's perspective, they are all part of one experience with your business.
And that means every transition matters...
Where Are Your Unmarked Crossroads?
Consider someone who discovers you for the first time today.
They land on your website.
Is it immediately clear who you help and why they should stay?
They discover a lead magnet.
Is it obvious why this resource is relevant to the problem they're currently trying to solve?
They give you their email address.
What happens next?
Does the next communication feel like a logical continuation of the journey they just started, or does it suddenly feel like they've entered an entirely different conversation?
They reach your sales page.
Do they understand how your offer relates to the problem that originally brought them into your ecosystem?
They decide they're interested.
Is the next step obvious?
Every one of these transitions can either function like a clearly marked trail or an unfamiliar crossroads.
This is an important distinction because when someone disappears from our funnel, we often assume they weren't interested.
That may not always be true.
Sometimes they were interested.
They simply weren't sure what to do next. Maybe they didn't understand why the next step mattered, they encountered too many choices, something felt disconnected, or they didn't yet have enough trust to continue walking down an unfamiliar trail.
So they made the easiest decision available.
They went back to what felt comfortable.
Maybe that means closing the browser tab, returning to their inbox, or simply going back to scrolling.
You haven't necessarily lost them because your offer isn't good enough.
You may have lost them because the trail wasn't clear enough.
One of the most important roles we play in our businesses is that of the guide. Your audience has a destination they're trying to reach.
They have a problem they're trying to solve, a transformation they're seeking, or something they want to change.
You may know a path that can help them get there, but knowing the path isn't enough. You also have to help them confidently walk it.
That means building trust…Communicating value…Setting expectations… Reducing unnecessary confusion…Explaining what comes next.
And giving them enough information at each intersection to confidently make the next decision.
You're not dragging someone down the trail.
You're handing them the map.
So here's my challenge for you this week.
Pick one entry point into your business.
It might be your website, your primary lead magnet, your most popular YouTube video, a social media CTA, your discovery-call process, a webinar registration, an email sequence, or other sticky point you identify as a place to address.
Whatever makes the most sense for your business, start there.
Then walk the trail yourself.
But here's the important part:
Try to experience it as someone who knows absolutely nothing about your business.
Don't fill in the gaps with information you already have.
Don't assume something makes sense because you built it.
Look at what's actually in front of you.
Click the buttons. Read the emails. Visit the pages. Follow the instructions. Experience the journey.
Then identify two things:
⭐ One thing that is clear.
⭐ One thing that feels overgrown, unmarked, confusing, or uncertain.
You don't have to rebuild your entire funnel this week.
Improve that one piece.
Put up a better trail marker. Clarify an instruction. Simplify a choice. Improve a transition. Explain what happens next.
Small improvements throughout the client journey can create a dramatically different experience over time.
Before You Create Another Trail
As entrepreneurs, we naturally love creating.
When something isn't working, our instinct is often to build something new.
- A new funnel.
- A new lead magnet.
- A new offer.
- A new campaign.
- A new website.
But as we head into September and begin thinking about how we want to finish the year, perhaps the biggest opportunity isn't creating another trail.
Maybe it's walking the one you've already created.
Look at it through your prospect's eyes.
Notice where they might hesitate.
Notice where they might become confused.
Notice where they might need reassurance.
Then become the guide who makes the next step easier to see.
Because when your prospects understand where they're going, why they're going there, and why they can trust you to help guide them, continuing the journey becomes a much easier decision.
So this week, walk your trail.
See where it takes you.
And pay especially close attention to the places where someone else might get lost.
Keep learning, keep growing, and remember, we're in this together.
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