One of the biggest mistakes I see businesses make in digital marketing is believing that success comes from adding more.
More content.
More platforms.
More tools.
More features.
More automation.
More AI.
More noise.
The assumption is that if we keep adding benefits, customers will eventually buy. But in reality, the biggest barrier to growth is often not a lack of fuel. It's friction.
This is a concept explored by David Schonthal in his work on Friction Theory, and it has huge relevance for digital marketing.
Most businesses spend their time asking:
"How can we make this offer more attractive?"
Very few ask:
"What's stopping people from taking action in the first place?"
That's where the real opportunity lies.
The Four Frictions in Digital Marketing
1. Inertia – People Prefer What They Know
Most customers don't wake up looking for change.
They stay with the website they already use.
The supplier they already trust.
The software they already know.
The marketing approach they are comfortable with.
As marketers, we often underestimate how powerful familiarity is.
Your job isn't simply to explain why your solution is better.
Your job is to make change feel safe.
2. Effort – If It Feels Difficult, People Won't Do It
I see this every day.
Businesses create complicated websites.
Lengthy enquiry forms.
Confusing sales funnels.
Multiple calls-to-action.
Overcomplicated lead magnets.
Then they wonder why conversions are low.
The easier you make it for people to take the next step, the more likely they are to take it.
Digital marketing should remove effort, not create it.
3. Emotion – People Fear Making The Wrong Decision
Most buying decisions are emotional before they become logical.
People worry about:
- Wasting money
- Looking foolish
- Choosing the wrong provider
- Investing time in something that won't work
That's why testimonials, case studies, demonstrations and trust signals matter.
You're not just selling a service.
You're reducing uncertainty.
4. Reactance – Nobody Likes Being Pressured
We've all seen it.
The aggressive sales messages.
The countdown timers.
The constant inbox pitches.
The "buy now or miss out forever" tactics.
Modern buyers are more informed than ever.
The harder you push, the more resistance you create.
The best digital marketing doesn't force people.
It guides them.
Why Simplicity Wins
One of the biggest lessons from friction theory is that removing barriers often produces better results than adding benefits.
Think about your own website.
Could someone understand:
- What you do?
- Who you help?
- How you help them?
- What they should do next?
Within ten seconds?
If not, friction exists.
Most businesses don't have a traffic problem.
They have a clarity problem.
The Best Marketing Feels Effortless
The most successful brands don't overwhelm people with features.
They make decisions easier.
They make next steps obvious.
They remove uncertainty.
They build trust.
They reduce friction.
When I work with businesses on their digital marketing strategy, one of the first questions I ask isn't:
"How can we attract more people?"
It's:
"What's stopping the right people from taking action today?"
Because sometimes the fastest route to growth isn't adding something new.
It's removing what's already getting in the way.
Talk to you soon - Alan Hennessy - The Digital Mentor
