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Have you ever tried to buy something, given up halfway, and never gone back? Most of us have. And the frustrating part is your own customers may be doing exactly that, without you ever knowing.
The culprit is usually friction. It’s the small stuff that makes buying harder than it should be. Messaging that leaves people unsure what you actually do. One too many steps before they can get in touch. A vague offer that’s tricky to say yes to. A next action that’s buried at the bottom of a page. A nagging doubt you never quite answered.
Here’s why it matters. When someone has to work too hard to understand you or act, they rarely push through. They drift away, usually towards the competitor who made the whole thing feel simple. You don’t lose the sale with a bang. You lose it quietly.
The good news is that friction is one of the easiest wins in marketing. You don’t need a bigger budget. You just need to spot where people get stuck and smooth it out.
This week’s Ideal Marketing Minute walks through a simple prompt. Walk through your own buying journey as if you were the customer, and find one place where they have to work too hard: one confusing line, one clunky step, one unanswered worry.
Watch this week’s Ideal Marketing Minute here.
If you’d like a fresh pair of eyes on where prospects are getting stuck, our Customer Journey Assessment is a great place to start. We help you look at your buying journey through your customer’s eyes and pinpoint the friction that’s quietly holding you back, so more of the interest you already earn turns into enquiries.
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This video was made for the Ideal Marketing Minute – A weekly email that asks a key question about your marketing and business that you can review in under a minute. Make sure you don’t miss another email by signing up here. You’ll also be able to view previous emails and access the resources for this video.
