I like to use an anology most commonly known to those who spend time in the mountains. The term ‘Fall Line’ refers to the most natural line from the top of a mountain to the bottom. It would be the path a beach ball would take if you were drop it at the top.
In other words, it is the clearest series of ‘next steps’ to get from one point to another. In this way, the Marketing Fall Line represents the smoothest, easiest path from your constituency, customers and clients to get to your products and services. Whether it is a website, a landing page, an email marketing campaign, my challenge is to create a Fall Line for your customers.