- Ashton Shanks
- December 8, 2022
- 3:54 pm
- 58 Comments
This week we’re going to discuss a silent assassin – a conversion killer that almost nobody ever thinks about until it’s too late.
AND – If you can become more aware of this “silent assassin” and find ways to eliminate it… you will easily double or triple your marketing effectiveness – OVERNIGHT.
Friction.
The concept is much more prevalent in landing page optimization circles, but I hope to demonstrate that it’s at least as important in conversion marketing at the ad level as it is on your pages.
Friction is any potential sticking point that a prospect can experience during their journey through the marketing and sales pipeline.
Generally speaking, there are two distinct kinds of friction.
Length-based friction relates to fatigue, irritation, or aggravation that results from asking for more time or information than feels reasonably necessary to the prospect.
The operative concept there is “reasonably necessary.”
It is always judged from the perspective of the potential customer, not from our perspective as marketers or business owners.
This is why, here at Hemon Media, we say, “The job of a conversion copywriter is economy with impact.”
We don’t say brevity, necessarily.
In the end the ad should be as long as it needs to be in order to do the job.
Rather, economy is the benchmark of expert advertisers.
Just as long as it needs to be, and no more.
And then, there’s Difficulty-related friction.
In landing pages, this often manifests as confusing elements or elements that require too much effort to complete, such as asking for a drivers license on a lead capture form.
In ads, Difficulty-related friction tends to be more about using big paragraphs (formatting), inaccessible language, run-on sentences, and ethereal concepts that are more challenging for the reader to interpret.
There’s a reason why many successful conversion copywriters break their ads into one or two sentence paragraphs, and it’s always an effort to eliminate difficulty-related friction.
Friction has a known effect on conversion.
It will kill a campaign faster than almost anything else.
Here are a few tips to keep the friction to a minimum in your next ad campaign.
Word swapping – Have you edited your ads for friction?
You should aim for about an eighth grade reading level with your ads.
If there are words that are haughty and unnecessarily advanced, replace them with a simpler equivalent.
This will help reduce difficulty-related friction.
Clarity – One of the most egregious violations that result in increased difficulty-related friction is a failure to fully explain the product, service, or offering being promoted by the ad.
If you make people work too hard to figure out what you’re talking about, your ad won’t convert.
Radical clarity is the antidote to this particular poison.
Get to the point, and be clear about what it is and what you’d like your prospects to do.
Ninety-word challenge – One way to combat length-based friction is to challenge yourself to write with increased economy.
I like to use a ninety-word challenge.
Once I’ve written an ad, I’ll often challenge myself to rewrite it in ninety words or less.
I’ve often found that if I can’t do this, I usually don’t properly understand the product or service I’m attempting to promote.
If I don’t understand it, my prospect is likely to not understand it as well.
This facilitates both clarity and brevity, and thus works on both types of friction simultaneously.
—
These are just a few tactics to remedy friction in ad copy.
If you’ll implement them, you’re very likely to get an immediate lift in conversion rate on your ads.
Now, let’s get out there and go friction hunting!
58 Responses
It’s a shame you don’t have a donate button! I’d definitely donate to
this brilliant blog! I suppose for now i’ll settle for
book-marking and adding your RSS feed to my Google account.
I look forward to new updates and will share this website with
my Facebook group. Talk soon!
Hello there, just became alert to your blog through Google, and
found that it’s truly informative. I’m going to watch
out for brussels. I’ll be grateful if you continue this in future.
Many people will be benefited from your writing. Cheers!
Agenția imobiliară District Real Estate se distinge prin solutii inovatoare și servicii.
Cu o echipă dedicată de specialiști imobiliari, District Real Estate oferă servicii complete și personalizate conform cerințelor
clienților.
Principalele servicii oferite de District Real Estate includ:
Vânzări și închirieri de proprietăți imobiliare: Agenții imobiliari experimentați de la District Real
Estate ofere asistență clienții în procesul de vânzare și închiriere
a proprietăților, oferindu-le sfaturi și ghidare în alegerea opțiunilor.
Aceștia își folosesc expertiza pentru a identifica cele mai potrivite opțiuni, ținând cont
de cerințele și bugetul fiecărui client.
spatii comerciale timisoara
Thanks for sharing. I read many of your blog posts, cool, your blog is very good. https://www.binance.com/zh-TC/register?ref=GJY4VW8W
I’m curious to find out what blog system you
are utilizing? I’m having some minor security problems with
my latest site and I’d like to find something more safeguarded.
Do you have any suggestions?
Awesome article.
Right now it looks like BlogEngine is the preferred blogging platform
out there right now. (from what I’ve read) Is that what you are using on your blog?
Also visit my blog – insurance companies
It’s not my first time to pay a visit this website, i am browsing this
website dailly and get good facts from here daily.
my web page; quote auto
For newest information you have to pay a visit world wide web and on web I found
this web site as a finest website for most recent updates.
My web-site: monthly rate
valtrex buy
An outstandіng share! I have just forwarded this onto a friend who has
been conducting a ⅼittle homework on this. And he actually ordeгed me dinner simply because I stᥙmbled upon it
for him… lol. So let me reword this…. Thank YOU for the mеaⅼ!!
But yeah, tһankѕ f᧐r spending time to discuss this subjeϲt heｒe on your web page.
Hi! Someone in my Myspace group shared this site with us so I came to look it over.
I’m definitely enjoying the information. I’m bookmarking and
will be tweeting this to my followers! Wonderful blog and outstanding style and
design. https://bayonnecentral.com/newclass/index.php?page=user&action=pub_profile&id=112339
valtrex cream cost
catholic christian dating website: farmersonly – date women free
propecia without dr prescription cost of generic propecia
Does your site have a contact page? I’m having trouble locating it but,
I’d like to send you an email. I’ve got some ideas for your blog you might be interested in hearing.
Either way, great site and I look forward to seeing it
expand over time.
google
flomax 0.5 mg
flomax online uk
diflucan canada prescription
zestril tab 10mg
flomax canada pharmacy
best azithromycin tablet
albuterol online australia
%%
I really wantfed to send a simple comment to
appreciate you for these precious solutions you are showing at
this site. My particularly long internet lookup has finally been compensated with good details to go over with my family.
I would tedll you that most of us readers are undeniably endoed to dwell in a remarkable site with very many brilliant
individuals with helpful basics. I feel really lucky to have used
the web page and look forward to really more thrilling minutes reading here.
Thank you once again for a lot of things.
My web page – table sports (Claudio)
Dear thehemongroup.com administrator, You always provide in-depth analysis and understanding.
To the thehemongroup.com owner, Thanks for sharing your thoughts!
Watch Skinny for you! https://cupidocam.com/content/tags/mistress – Streaming Live
I?m amazed, I have to admit. Seldom do I encounter a blog that?s
equally educative and entertaining, and
let me tell you, you’ve hit the nail on the head. The issue is something that not enough people
are speaking intelligently about. I’m very happy I came across this during my hunt for something relating to this.
valtrex medicine price
neurontin prices generic
Hi there! Someone in my Myspace group shared this
site with us so I came to look it over. I’m definitely loving the information. I’m book-marking and will be tweeting this to
my followers! Fantastic blog and terrific design and style.
cheapest tadalafil online compare prices
pharmacy cost comparison
I like the efforts you have put in this, thank
you for all the great blog posts.
all med pharmacy
prednisolone 40mg
clonidine 0.3 mg tablets
stromectol 3 mg price
stromectol cream
My relatives always say that I am wasting my time here at net, except I know I am getting familiarity all the time by reading such nice content.
Useful info. Fortunate me I discovered your web site by accident, and I am surprised why this coincidence didn’t took place in advance!
I bookmarked it.
I am very happy to read this. This is the type of manual that needs to be given and not the accidental misinformation that is at the other blogs.
Appreciate your sharing this best doc.
acyclovir cream cost
mail order propecia
floxin medicine
generic viagra soft tabs
vermox
cheap avodart
zovirax 400 tablet price
acquisto farmaci con ricetta п»їfarmacia online migliore farmacie online affidabili
disulfiram 500 mg pill
Hey! Would you mind if I share your blog with my facebook group?
There’s a lot of folks that I think would really enjoy your content.
Please let me know. Many thanks
cafergot tab 100 mg
canadian pharcharmy online
real canadian pharmacy
price prescriptions