David Bayer, author and creator of “A Changed Mind,” has this simple formula I like:

Desire plus barrier removal equals desired outcome.

In plain English, most of us know what we want: more customers, more sales, more traction. But we forget the “barrier removal” part. And honestly, that’s where most marketing strategies get stuck.

Don’t Chase Shiny Objects Yet

It’s easy to think the next big thing will save the day. A TikTok campaign, a hot new CRM, some influencer deal. These things are cool to talk about at cocktail parties and networking events. (Plus, ad agencies will make you feel really special.) But truthfully, you don’t need another shiny object. You need to fix the stuff that’s already slowing people down.

Clean the Shop First

Picture this: a store with boxes in the aisles, a busted cash register in the back, and flickering lights. Would you buy a billboard to send more people there? Of course not. You’d clean it up first.

That’s what barrier removal is all about. Making sure the “shop” is ready before you try to fill the line outside.

A Few Fixes Worth Making

  • Make your site mobile-friendly. More than half of web traffic is on phones now.
  • Don’t let folks leave without giving them a way to stay in touch. A simple email signup form goes a long way.
  • Freshen up your content. An About Us page that looks abandoned doesn’t build trust.
  • Give them your real Contact Info. We’re not Mark Cuban or Brene Brown. We’re not going to get 10,000 emails. And if we did, what a wonderful problem to go solve!
  • Check your business info. Wrong hours or addresses online drive people nuts.

Bottom Line

Most of us don’t need more opportunities. We just need to clear the path so the people who already want to buy from us can actually get there. Fix the barriers first, then worry about filling the line.