In marketing a lot of time and effort goes into the philosophy and science of targeting the proper markets, understanding your customers needs, and crafting a campaign that demonstrates your product as the superior solution to their problem. What if there was something you could do that would increase the effectiveness of your marketing campaign by over 300% but it had nothing to do with the actual campaign?

Reducing Friction

Go to this website, click that link, call this number, fill out that form; Anytime you ask people to do something you are creating a point of friction. Your audience will not continue unless the reward is greater than the friction they are experiencing. It is easy to forget about friction but doing so may severely inhibit the success of your campaigns.

Now that I have you thinking about friction, let me show you what happens to your marketing efforts when you reduce it. Continue reading →