BETTER MARKETING MEANS REMOVING FRICTION: HERE'S HOW | MARKETING MYTHBUSTERS

Your goal as a marketer is to remove friction. Friction is anything that prevents or delays a customer from buying. By addressing mental barriers to purchase, you facilitate and streamline the buying decision process. Here are two ways that you can do this. Number one, reduce the number of purchase options. Fewer options means less complexity. Less complexity means making a decision faster. 2. Make the purchase decision reversible. If a decision is permanent, there's a greater perception of risk, right? So if it's possible, offer a money-back guarantee to de-risk the decision. The more you can remove friction, the greater the number of sales you can make. Only around 5% of your potential customers are ready to buy at the moment they see or hear your marketing. The other 95% aren't actively looking for you at at all. They may not be ready to purchase your product for days, weeks, or months into the future. So what do you do? Do you focus on the 5% ready to buy right now and ignore the 95% who aren't? Of course not. Your marketing should focus on the 95% of out-of-market buyers. You do that through brand awareness marketing, rather than the sales activation stuff. Having a strong brand is your insurance policy. It's a way to resonate with potential buyers and the reason why they should choose you over the competition. You need to have both types of marketing: sales activation marketing for the buyers of today, and brand awareness marketing to nurture and cultivate the buyers of tomorrow.