Friction

One of your primary goals as a marketer, copywriter, or sales person is to reduce friction at every stage possible. You wanna "lube up" your marketing. Or use marketing WD40 if that's more your style. Amazon is one of the best in the world at this. They changed the world with their one click buying option. You used to have to enter credit card info every time you bought. Now you literally click a single button and stuff arrives. People will leave someones website to buy from Amazon just so they don't have to do an extra 20 seconds of work. It's the same reason why Shop Pay and those simple checkout pages increase conversions so much. Humans are lazier than they've ever been, and you have to appease their laziness. But this doesn't just apply to checkout pages. It applies to every step of your funnels. If you have an opt in page that also requires a phone number, that's extra friction. If you need their phone number than you obviously have to ask for it and increase friction. But if you don't need it - don't ask for it. I've been thinking about this concept a lot as we've been building the Email Game Changers AI tool. It's a software and selling software is a bit different than selling info products. Our goal is to get people to sign up for the tool and then actually USE the tool. If they don't use the tool, they're never gonna stay subcribed and get the benefits of it. And they may never pay for it. Or if they pay for it they won't stick for long. That's why I've been obsessing over friction reduction lately. Which has led to make me making two massive changes to make it as easy as possible to do things: 1. Sign up for the tool 2. Start using the tool almost immediately How did I do that? 1. I removed the need for you to enter your credit card info to get a trial of the AI tool. Literally just enter your email and you'll get a free 7 day trial to create unlimited emails. Then you can sign up with a credit card once you've fallen in love with it.(Which you will if you actually use it.) 2. We made it WAY easier to create emails. See, to create emails you had to fill out a pretty extensive list of questions to make an email. So we went to work to make it so that you only have to answer 5 super quick questions. It used to take about 5 minutes to fill it out. Now it takes about 30 seconds. That's a big deal. So if you've been thinking about testing out the tool, there's never been a better time. [ Click here to create an account]( Next week I'm gonna be releasing something brand new and it'll be best for you to create an account before I do that. Whether you sign up or not, remember how much friction matters. That's all for now. Talk soon, Ian "use lube" Stanley P.S. A TON of you responded about Reality Engineering 3.0 so I'll be launching in that in a couple weeks. Sent to: {EMAIL} [Unsubscribe]( Almost Passive Income, 404 S 8th St. #201, Boise, Idaho 83702, United States