Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Friction: For Marketers, It's All That Matters

1,128 views

Published on

For all the humming and hawing we do over marketing tactics, we often forget about the experience through and between those tactics. We make copy too complicated; our landing pages ask for information that isn’t 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels; we add an unnecessary step to our checkout process. We don’t take time to customize our message – no matter the platform. Put simply, we create a lot of friction for our customers.

More friction = more time wasted = unhappy people = less likely people are going to do business with us.

Published in: Marketing
  • Be the first to comment

Friction: For Marketers, It's All That Matters

  1. 1. FRICTION: IT’S ALL THAT MATTERS
  2. 2. Buggalugs, time is the most valuable human asset. We were easier to do business with than our competitors because we respected our customer’s time. We tried, sometimes unsuccessfully, to get rid of the friction. “
  3. 3. MORE THAN EVER, THEY ARE RIGHT.
  4. 4. TIME IS ALL WE HAVE.
  5. 5. WE ARE BUSIER & MORE DISTRACTED THAN EVER
  6. 6. NOTIFICATION NATION
  7. 7. BUT, WE, MARKETERS, CONTINUE 
 TO CREATE FRICTION.
  8. 8. WE DON’T WANT TO TALK TO YOU
  9. 9. GO AHEAD, GET LOST IN OUR NAV
  10. 10. I MEAN, COME ON!!!!
  11. 11. WE REALLY DON’T WANT YOU TO READ THIS
  12. 12. OH, YOU ACTUALLY WANT TO READ SOMETHING?
  13. 13. 72 HOURS, 10 EMAILS, WTF
  14. 14. 72 HOURS, 10 EMAILS, WTF
  15. 15. 72 HOURS, 10 EMAILS, WTF
  16. 16. YOU KNOW BECAUSE LANDING PAGES…
  17. 17. WOULDN’T THE ALTERNATIVE BE BETTER?
  18. 18. BUSINESS HOURS BECAUSE YOU KNOW…
  19. 19. BUSINESS HOURS BECAUSE YOU KNOW…
  20. 20. OMGEEEEEE
  21. 21. EVEN THE BIGGIES GET IT WRONG
  22. 22. WE MAKE IT TOO, TOO HARD
  23. 23. I MEAN, REALLY?
  24. 24. AND, DO YOU KNOW HOW 
 EVERYONE FEELS WHEN THEY 
 EXPERIENCE FRICTION?
  25. 25. GO FOR IT, GEORGE.
  26. 26. SO, YEAH, WE CREATE FRICTION, BUT HOW DO WE CHANGE?
  27. 27. CONTEXTUAL You respect people’s mediums.
  28. 28. BE WHERE I AM
  29. 29. NATIVE ALWAYS
  30. 30. NATIVE ALWAYS
  31. 31. COMPASSIONATE Empathy is required, always.
  32. 32. CUSTOMER SERVICE FTW
  33. 33. AND, I MEAN EMPATHY
  34. 34. CONNECTED You enable seamless experiences.
  35. 35. PEOPLE DON’T CARE ABOUT OFFLINE / ONLINE
  36. 36. PEOPLE DON’T CARE ABOUT OFFLINE / ONLINE
  37. 37. CONVENIENT You make it too easy to do business with you.
  38. 38. SAVE ME TIME
  39. 39. MAKE IT SIMPLE
  40. 40. DON’T MAKE ME WORK HARD TO FIND YOU
  41. 41. BE WHERE I AM
  42. 42. DON'T INVENT INFRASTRUCTURE IF YOU DON’T HAVE TO
  43. 43. CONSISTENT It’s always the same experience.
  44. 44. NO SURPRISES, EVER
  45. 45. LET’S RECAP 5 C’s
  46. 46. CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
  47. 47. COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS. CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
  48. 48. CONNECTED YOU ENABLE SEAMLESS EXPERIENCES. COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS. CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
  49. 49. CONNECTED YOU ENABLE SEAMLESS EXPERIENCES. COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS. CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP. CONVENIENT YOU MAKE IT TOO EASY TO DO BUSINESS WITH YOU.
  50. 50. CONNECTED YOU ENABLE SEAMLESS EXPERIENCES. COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS. CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP. CONVENIENT YOU MAKE IT TOO EASY TO DO BUSINESS WITH YOU. CONSISTENT SAME EXPERIENCE, ALWAYS.
  51. 51. TIME IS ALL WE HAVE.
  52. 52. Want these slides? 
 barberandhewitt.com/friction Say hello. +1-520-591-1658 @michaeljbarber michael@barberandhewitt.com This guy ran out of business cards. ¯_( )_/¯
  53. 53. www.barberandhewitt.com hello@barberandhewitt.com Los Angeles, CA THANKS. QUESTIONS / COMMENTS. May 2016 Want these slides? barberandhewitt.com/friction

×