Screen 9

Lauren and I went to the cinema the other night.

Not because there was anything we desperately wanted to see, but because we know that it's the last time we'll be able to do it for the foreseeable future.

I booked the tickets online. Picked our seats - the 'luxury' ones for maximum comfort. And headed to our local Empire.

Tickets in hand, we headed into Screen 8 to watch Aqua Man.

The room was dark as we headed in, which seemed strange, and although we'd rocked up at the advertised time, it appeared we'd missed all of the trailers.

"This is fantastic," I thought. "No ads!"

But just as we sat down, a trailer for How to Train Your Dragon 3 started.

3 minutes in and the trailer was still going.

"Some sort of extended trailer," I suggested to Lauren.

But, a further 6 minutes in, we started to wonder if they were showing the wrong film.

We grabbed our stuff and snuck out of the screen, wondering why no one else had mentioned the fact there'd clearly been some sort of mistake.

As we left through the double doors we noticed the small 'Screen 9' sign tucked away behind a pillar.

We both - without saying another word - went into the correct screen and watched the film we were expecting.

Perhaps we were just being cretinous, but I'm willing to bet we're not the first people to make the same mistake.

My brother got married when I was about 16.

I got a lift from the church to the reception with his best man, Alistair, and made a swift exit from the ceremony and made it to the reception in record time.

"I can't see anyone I know," remarked Alistair.

I couldn't either, but we didn't worry too much and headed inside for some drinks and canapés.

We were there for around 20 minutes when Alistair's phone rang.

It was my brother. He wanted to know why we weren't at the venue.

Turns out we were at Nailcote Hall. Everyone else was at Ardencote Manor.

A stupid mistake, perhaps, but one we made despite having copies of the invitation in our pockets.

There'll be things you take for granted in your business...

It's obvious that's your website address.

It's obvious that's what you sell, and why it will change your customers' lives.

It's obvious that's how you buy your product.


But chances are it's not obvious to your prospects, and if there's any doubt in their mind, they're less likely to become customers.

Reducing any friction or confusion in your prospect's journey is a smart thing to do if you want more of them to become customers.

Nick Fisher