If your average Lifetime Value is $2,000 over a five-year period, and the cost of value creation and value delivery is $500, that leaves you with $1,500 in revenue per customer served. Assuming vour Overhead expenses are $500,000 over the same five-year period and you have 500 cus-tomers, your Fixed Costs are $1,000 per customer, which leaves you with $500 in net income before marketing expenses. If you're shooting for a minimum 15 percent Profit Margin, you can afford to spend up to $200 per customer on marketing expenses ($500 - 0.15 x $2,000 = $200). If your assumptions are correct, any customer you can attract for $200 or less will be worth the invest-ment, giving you a clear budget for future marketing campaigns.

Transitional call: 2. Create reciprocity. I've never worried about giving away too much free information. In fact, the more generous a brand is, the more reciprocity they create. All relationships are give-and-take, and the more you give to your customers, the more likely they will be to give something back in the future. Give freely.

Transitional call: 1. Stake a claim to your territory. If you want to be known as the leader in a certain territory, stake a claim to that territory before the competition beats you to it. Creating a PDF, a video series, or anything else that positions you as the expert is a great way to establish authority.

Us: Will you marry me? Customer: No. Us: Will you go out with me again? Customer: Yes. Us: Will you marry me now? Customer: No. Us: Will you go out with me again? Customer: Sure, you're interesting and the information you provide is helpful. Us: Will you marry me? Customer: Okay, I'll marry you now.

At StoryBrand we recommend two kinds of calls to action: direct calls to action and transitional calls to action. Direct calls to action include requests like "buy now," "schedule an appointment," or "call today." A direct call to action is sornething that leads to a sale, or at least is the firat step down a path that leads to a sale. Transitional calls to action, however, contain leus riak und usually offer a customer something for free. Transitional calls to action can be used to "on ramp" potential customers to to an eventual purchase. Inviting people to watch a webinar or download a PDF are good examples of transitional calls to action.

There should be a "Buy Now" button in the top right corner of your website, and it shouldn't be cluttered with a bunch of other buttons. The same call to action should be repeated above the fold and in the center of your website, and again and again as people scroll down the page.