Kids hopscotch game in playground.

To quickly recap where we’ve come from to this point, in Chapter 1 we met the hero – not you, but your customer, in Chapter 2 we learned that they have a problem to overcome, and in Chapter 3 we identified that you and your business are the Guide.

Imagine this scenario with me. Your hero is on a mission to take an ancient artifact on a long journey to a mountain they must climb so that they can throw the ancient artifact into a volcano and save humanity. At the base of the mountain, your hero encounters a raging river that they must cross (the problem). The hero knows that they must cross the river, but if they step in the water they will immediately get pulled under by its strong currents.

The hero takes pause to consider their options and sees someone on the other side (that’s you – the Guide). You’ve already crossed the raging river and you’re not dead, so you must know the way. You’ve already conquered the problem yourself and likely you’ve helped others cross it too. It is at this point we identify the 4th critical element – the Plan.

You’ve already captured your customer’s attention because you’ve spoken to them in a way that properly communicates that they are the hero, you understand their problem, and you are the Guide who can help them overcome it. Now, they want you to give them a plan to achieve the same success that you and others have experienced before them.

Step 1 – jump to the rock, Step 2 – hop to the log, and Step 3 – swing on the vine that will take you to the other side. Action is the antidote for fear, and a simple, actionable plan is the key to getting your customer to move from a position of fear and uncertainty to one of action.

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