good/bad friction

A lot of Entreflâneurs are in the business of selling stuff online.

You get better at selling stuff online by understanding friction.

Friction is a measure of resistance to the next step in a sales process.

You would think all friction is bad but it’s not.

Good friction results in fewer sales opportunities that are of higher quality.

Example: using a video sales letter combined with an application form to book demo calls.

I’ve been using this combo for over 5 years in my agency and it works great. 👇️ 

It takes time to watch the video but it sells people.

It takes effort to fill out the form but it disqualifies those who aren’t a good fit.

Result: Fewer calls booked that are more qualified. This makes the sales team more efficient.

The friction is necessary and that’s why it’s good.

Now, what if the website was slow to load?

What if the calendar had limited availability?

This would be bad friction.

It makes it harder to advance to the next step, without providing any benefit.

Result: Few calls booked without an increase in quality.

Bottom line - leverage good friction and eliminate bad friction to make more money. 🤑 

This concept can be used to improve your life as well. I discovered this a few days ago.

I realized that life is also filled with good and bad friction.

Good friction is the resistance you must overcome to become a better person.

It manifests as fear, self-doubt, procrastination, etc.

→ The urge to check your phone when you sit down at a blank screen to write

→ Wanting to eat donuts instead of going to the gym

→ Nerves before walking up and talking to that person you like

Good friction is meant to be overcome, not eliminated.

Push through it and you get stronger. Avoid it and you get weak.

Bad friction is different.

It manifests as the minor inconveniences that kill you by 1000 cuts.

→ Annoying notifications on your phone

→ Not being able to find your keys

→ Getting stuck in traffic

→ Slow internet

Bad friction slowly saps the energy required to overcome GOOD friction.

This is why bad friction should be eliminated and not overcome.

So, next time you feel like you’re NOT getting after it. NOT fighting the good fight…

You may just have too much bad friction in your life.

You’re a poorly optimized marketing funnel. lol.

The solution is to start backing in.

Take time to eliminate unnecessary friction points and make each day flow smoother than the last.

Hope this was helpful.

Yours smoothly,

Graydon

Cool things I found during my weekly internet stroll.

Absolutely badass new maglev titanium heart transplant technology.

Chat GPT’s new voice mode rolling out on a select few accounts. Waiting patiently. Going to be incredible for language learning.

Michael Saylor thinks Bitcoin is going to $13M as a base case. Wait till you see his bull case. 😳

Super-potent, absolute banger of a discussion intersecting AI, money, education, religion, power, and more.

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