 If you're trying to make some money in this day and age online, you have to understand the concept of friction Now I've got this example from the book the personal MBA, which is a pretty good book. I recommend Imagine if you were in a grassy area, you know, maybe a savannah or something you were tasked with hitting that hockey park About 500 meters right from a to be the distance is 500 meters I'm sure we can all agree that I would take you a lot of energy a lot of time a lot of endurance to actually Accomplish that because each time you hit the park The park will be losing some of its energy due to friction You know, it won't be going too far and you have to continuously hit it and hit it and hit it because there's too much friction, right? It's a big roadblock Imagine if we have the same scenario but still the savannah we have, you know in Tardica and you have to hit the park 500 meters just like before Once again, I'm sure we can agree that it would be much easier this time Due to the surface of the ice is less surface tension and the park just slide right through and It would take you a lot less energy to accomplish the goal the same thing goes on with online businesses and Whatever you're trying to market online if you give the customer too much friction and shit happening All right, we live in a day and age where we're surrounded with heaps of different people trying to show us their things trying to show us their videos trying to show us the products Heaps of stimuli TV shows we can watch that it has made the attention of the average person very limited And if you are giving them too much friction to deal with it's becomes painful and they don't want to deal with it It's no longer the days of Wait back in the day when you could just have a huge marketing campaign and just put that shit on TV or on the radio And it will appeal to a lot of the mass media and a lot of people will actually see it These days people don't just watch TV that there's heaps of things they can do They're on the internet all day and you're competing with a lot more people. So if you put a little bit of friction It's game over for you So you need to put as little friction as possible For example, look at Amazon or eBay as soon as you go on their website is if you register once They save your details and it makes purchasing something take like two seconds They make the suggested items column You don't have to look for some of the things you're trying to purchase if you're looking for microphones Suggest other microphones. They're making the friction really low And it's gonna give you a better incentive to buy something from them Imagine going to a website that required you to fill in your details each time you made a purchase, you know go through Select the purchase and Go through a lot of TDM. It wouldn't work. All right So you need to leverage friction if you are Playing to market something perhaps instead of jam-packing the sales page with text Put a video a really good video that you know captures people's attention that actually Is entertaining to watch and it's a pleasure That way you will Guarantee that you have more people looking at your stuff and not people just skipping it No one wants to read a big body of text. No one has time for that in this day and age We can watch Game of Thrones. No one wants to read a big bunch of texts. All right, and you can also leverage friction in another way if you have a returns policy on your side, so let's say you have a e-book or a e-course that you have made, right and You have a returns policy that says people that don't like the course can Get their money back a hundred percent guarantee Well, another way you can leverage friction is you can make it a little bit harder for them to Get their money back. You don't want to overdo this But you could do something like perhaps they have to show their Filled in worksheets from the course or perhaps they have to show in some Examples some evidence to show that they actually went through the course and if they do that then you can give them the money back This little bill friction will deter a lot of people from actually Take advantage of the returns policy a lot of people do not want to put in that little bill effort because as we said before People are inherently lazy people have that attention deficit. So as soon as the frictions there they'll forget about it So that's another way to do it As I said before you don't want to abuse this and make it too hard for them to get that money back because it shows a lack of integrity on your Behalf and will make you diminishing their eyes and other people's eyes. So that's another way you can leverage friction I hope you guys receive some value from this video and think about how you are showing yourself to your audience and What type of frictions? Friction you have in your package and try to remove it and that way I guarantee you have a lot more sales peace