Lifetime Value: Imagine operating a lemonade stand on the sidewalk of a popular tourist destination. Each cup of lemonade costs $1. You may be busy serving cus-tomers, but each customer you serve is just passing by--you'll probably never see them again. Uatime Value is the total value of a customer's business over the lifetime of their relationship with your company, 'The more a customer purchases from you and the longer they stay with you, the more valuable that customer is to your business.

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.