Keep the Threshold Small

At the top of the funnel, at the start of a buyer journey, you want the threshold to be very, very small. By threshold I mean what you're asking the audience to do. Whether they received an email, are looking at an ad or got a phone call from you.

The call to action is another way to think about it. It should start with a very small threshold and get progressively bigger as you go. The smallest possible threshold is “feel this way.” Your next communication might be: click this little thing and look at this web page. Then sign up for this webinar. Then book a demo. Then talk to sales.

Talk to sales is probably the biggest threshold there is, and it should almost never be at the very top of the funnel. The exception is if you sell something very simple to understand, you compete mainly on price, and you have a really big potential audience.