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Where's the Start Button?

An entrepreneur profiled in Forbes Small Business called her system for sending payments via cell phone "simple: once you complete the registration and download the software to your phone..."

Simple? Yikes! Downloading software to my cell phone is something I've never done and would attempt only with trepidation.

I'm a scaredy-cat when it comes to technology, and companies don't cater to me.

This week I looked at a disk I ordered from an information marketer and could not determine whether it was a CD or DVD. It arrived without a cover letter, with no instructions on or in the case. When I popped the disk into my computer, I could see both audio and video files on it, but the video files wouldn't open properly no matter what I tried. I couldn't find a "read me first" file on the disk, either. Also missing: a contact email.

What's easy or obvious to a techie may not be to the customer.

Keep in mind the power of fear and unfamiliarity. Plan for rampant cluelessness and you'll see wider success.

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