Lost in Transit: The £50 Lesson Every Business Should Heed …

The directions, if you could call them that, were almost non-existent.

They were so bad that looking for a needle in the proverbial haystack would have been a simpler option.

Our mission?

We were on the hunt for three sheets of corrugated roofing that Mrs S. had found advertised locally, but were on the point of giving up and going home.

The sheets were to be the finishing touch to Sheep Towers, the 5-star shelter I’d built for her two pet ewes.

But right now, it wasn’t looking good.

Avenue upon avenue of identical green painted shipping containers. And nothing to distinguish one from t’other.

And with mobile reception as good as you’d expect on the dark side of the moon, a quick call to talk us through the last 400 yards wasn’t looking likely.

And I was starting to lose it.

But, with an instinct that would shame a homing pigeon, Mrs S. somehow got us to our intended destination, and we were soon loaded up and on our way.

But it nearly didn’t happen.

The guy we bought the sheets off probably wouldn’t have cared a jot if we’d given up and gone home.

But if you’ve paid good money to attract people to you, giving foolproof instructions on how to take those last few steps is what makes the cash till ring.

Whether it’s a website or a simple flyer, you’ve got to guide people ALL the way to the finishing line. And over it. Or you’re needlessly wasting money.

The less friction there is, the easier the sale.

It doesn’t get more complicated than that.

Until next week.

Alec