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.

1. FRICTION: IT’S ALL THAT MATTERS

3. 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.
“

5. MORE THAN EVER, THEY ARE RIGHT.

6. TIME IS ALL WE HAVE.

7. WE ARE BUSIER & MORE DISTRACTED THAN EVER

8. NOTIFICATION NATION

9. BUT, WE, MARKETERS, CONTINUE
TO CREATE FRICTION.

10. WE DON’T WANT TO TALK TO YOU

11. GO AHEAD, GET LOST IN OUR NAV

12. I MEAN, COME ON!!!!

13. WE REALLY DON’T WANT YOU TO READ THIS

14. OH, YOU ACTUALLY WANT TO READ SOMETHING?

15. 72 HOURS, 10 EMAILS, WTF

16. 72 HOURS, 10 EMAILS, WTF

17. 72 HOURS, 10 EMAILS, WTF

18. YOU KNOW BECAUSE LANDING PAGES…

19. WOULDN’T THE ALTERNATIVE BE BETTER?

20. BUSINESS HOURS BECAUSE YOU KNOW…

21. BUSINESS HOURS BECAUSE YOU KNOW…

22. OMGEEEEEE

23. EVEN THE BIGGIES GET IT WRONG

24. WE MAKE IT TOO, TOO HARD

25. I MEAN, REALLY?

26. AND, DO YOU KNOW HOW
EVERYONE FEELS WHEN THEY
EXPERIENCE FRICTION?

27. GO FOR IT, GEORGE.

29. SO, YEAH, WE CREATE FRICTION, BUT
HOW DO WE CHANGE?

30. CONTEXTUAL
You respect people’s mediums.

31. BE WHERE I AM

32. NATIVE ALWAYS

33. NATIVE ALWAYS

34. COMPASSIONATE
Empathy is required, always.

35. CUSTOMER SERVICE FTW

36. AND, I MEAN EMPATHY

38. CONNECTED
You enable seamless experiences.

39. PEOPLE DON’T CARE ABOUT OFFLINE / ONLINE

40. PEOPLE DON’T CARE ABOUT OFFLINE / ONLINE

41. CONVENIENT
You make it too easy to do business with you.

42. SAVE ME TIME

43. MAKE IT SIMPLE

44. DON’T MAKE ME WORK HARD TO FIND YOU

45. BE WHERE I AM

46. DON'T INVENT INFRASTRUCTURE IF YOU DON’T HAVE TO

47. CONSISTENT
It’s always the same experience.

48. NO SURPRISES, EVER

49. LET’S RECAP
5 C’s

50. CONTEXTUAL
DESIGNED FOR OUR LIVES OR JUST STOP.

51. COMPASSIONATE
EMPATHY IS REQUIRED, ALWAYS.
CONTEXTUAL
DESIGNED FOR OUR LIVES OR JUST STOP.

52. CONNECTED
YOU ENABLE SEAMLESS EXPERIENCES.
COMPASSIONATE
EMPATHY IS REQUIRED, ALWAYS.
CONTEXTUAL
DESIGNED FOR OUR LIVES OR JUST STOP.

53. 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.

54. 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.

55. TIME IS ALL WE HAVE.

56. Want these slides?
barberandhewitt.com/friction
Say hello.
+1-520-591-1658
@michaeljbarber
michael@barberandhewitt.com
This guy ran out of business cards. ¯_( )_/¯

57. www.barberandhewitt.com
hello@barberandhewitt.com
Los Angeles, CA
THANKS. QUESTIONS / COMMENTS.
May 2016
Want these slides? barberandhewitt.com/friction