Instead of selling, just try to make it easier to buy

I read an article recently about instead of selling just try to make it easier to buy. It got me thinking of a few ways this plays out in my work:

• Messaging vs. product:  do I focus on more messaging/advertising or do I focus on improving and making a better product that drives word-of-mouth marketing and repeat customers?
• Price vs. customer service: do I focus on dropping my price to induce purchases or offering better customer service with a generous return or guarantee policy?

These comparisons are not necessarily an either/or, but do offer food for thought in how I might spend my resources to make it easier for a customer to buy.  Instead of trying to sell harder, how can you make it easier for your customer’s to buy?