Amortization is the process of spreading the cost of a resource investment over the estimated useful life of that investment. For example, a book designer may choose to purchase a copy of Adobe InDesign, the software often used by professionals to typeset books. Compared to most software packages, In Design is pricey: a single-user license costs $700. Is it worth it? The answer depends on how many books the designer uses the software to typeset. If they never complete a project, they've wasted their money. If they use it to typeset ten books for $1,000 each, they've earned $10,000 by making a $700 investment--not bad at all. Amortized across ten projects, the cost of the software is only $70 a project, or 7 percent of the revenue each project brings in. The designer's credit card may hurt when the purchase is made, but the tool offers the ability to earn more money than would be possible otherwise.

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.