Something like… use words like “We understand”, or “We know", or “We feel you”. Words that you want to use to establish empathy because we're all unsure what's going on and your customers coming to you probably are unsure if they even need t-shirts and youmight want to call that out. “We understand that you may not feel like things are right.” “We understand that you need shirts for your event, but you're not sure if it's going to happen.” Give that empathy to establish that you understand your customer. We're not asking them for the sale. We're asking to be their guide. We're asking to guide them to make their event successful, to make their business thrive, to make their restaurant grow, to make their bar the best bar in town. That's what we're asking permission to do. And we do that through the process of t-shirts. So I would retool our website in those things. And again, if you change nothing else, make sure that you have a clear call to action. Take everything else away on the top right-hand corner of your menu, have a very clear headline of who you are, what you do, and what problem they solve, and how they give you money. That's what the call to action is. And, if you change nothing else, change that on your website. And then how do we drive traffic to that? Once we've got a clear plan, once we understand our clear message, what is going on in our world-- Once we know who our customer is, what problem they have to solve, how we can guide them along the way, what empathy we have to give, and what success looks like for them. When we understand those things about our customer, it becomes clear and we drive traffic to that. Driving paid traffic to a website, that's confusing and is a waste of money. It happens all the time. We'd throw dollars at Facebook and go, well, Facebook marketing doesn't work. Well, it doesn't work because your landing page is horrible. It doesn't work because you've dumped him on the homepage and it's a picture of your building and they don't understand what to do. You've dumped them on the homepage and it's a bunch of pictures of t-shirts that you printed. No one cares. What t-shirts did you print? They care about the t-shirt you're about to print for them. And that may sound harsh, but when we take photos of t-shirts on a floor -- when's the last time you threw your t-shirt on the floor and decided to take a picture of it? No one does that. So stop it. So, just stop it.
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