Here’s a basic model for you: you want to transform potential customers into devoted ones.

So how do you do this? To explain the process we’d like you to picture a slide. Not a twisty, intense covered one, just a plain old regular slide with a ladder leading up to the top.

Your prospective customers are currently sitting at the flat top. And they aren’t budging. And they won’t (to purchase or act) unless something (your marketing) nudges them into action. Granted, gravity is on your side. They want to move. They’re naturally compelled to be interested in buying. But keep in mind that this desire already exists. That is not what you need to create. Your task is to align your offer with what (and gravity) pulls them to.

Now, back to that nudge. It can take multiple forms. Perhaps an email, website advertisement, a sign in your window, a billboard, or a past customer’s kind words. This will start the process and get them to that critical downward angle.

It’s at this angle that you will make or break this slide experience. Without enough momentum, they won’t make it to the bottom (the sale). Ensure that prospective customers (ones who’ve expressed an interest) are wooed. They desperately desire to be shown the features, benefits and prices of all that could suit their needs. Answer any questions, address any concerns and assure them that you’ll see that they are satisfied with your products and services.

Remember seeing that poor kid get caught halfway down a slide because they didn’t push off hard enough so they embarrassingly had to scooch down to the base and slink away? Don’t let that happen. Friction is present in every aspect of this interaction—trying to keep them from sliding down. Poor customer interactions, confusing interface on your website, long form payment processes or simply poor salesmanship are all ways to lose the momentum and ultimately the sale.