What friction can you remove from your marketing?

Friction, as we know stops objects from moving freely, slows down progress and can ultimately stop objects moving entirely.

The same is true in peoples behaviour.

Add too much friction to a process and it will stop people from taking action.

So, the job of marketers is to remove friction in everything we do. Don't Make Me Think is a great book from Steve Krug and should be on every marketers 'must read' list if it hasn't be read already. Requiring customers to think too much is the sort of friction that i'm talking about. If you make them think too much then you risk losing them for good.

Turning friction into a 'no brainer'

You've heard the expression 'NO BRAINER'? Well that's the polar opposite of friction in marketing. Make the proposition so easy to understand and so compelling in your customers eyes that it becomes a NO BRAINER.

So what friction can you remove today?

• Remove form fields that stop customers enquiring.
• Break down your sales process in your marketing so it's easy to understand.
• Remove unnecessary steps in your sales process after customers enquire.
• Revisit your website and take away distractions from the pages.
• Make it clear what customers need to do next to get to the next stage.
• Re-write sales copy that uses too many words to explain what you do.

And finally, the best example of a frictionless sales process

The most obvious example of a friction less process is Amazon's 1-click-buy button. How many millions has that innovation made them over the years. Premier League friction removal!