![]() The goal is to make a good decision, not get a "yes" at all costs Your team trusts your recommendation at face value The goal is to create scroll-stopping contentīut in an organization, speaking in absolutes can dangerous: You’re rewarded when you act bold and certain Social media encourages people to make extreme claims: There’s a big difference with the goals & the stakes of the writing. While writing principles definitely apply to both external and internal facing writing. In general, I love the attitude and hustle. I’m noticing more young professionals are learning to write because they want to build an audience. Social media writing vs business writing 101:īeing overly confident is free on social media, but expensive in an organization. Focus on getting people excited and increasing desire. You can’t spam your way into people’s hearts. You should reduce friction, but don’t ONLY do that. Because it’s harder, fewer marketers attempt it–so a small improvement can make an outsized impact. That’s why aiming to increase desire feels messier. The strategy and tactics depend on your business, your assets, and what your customer cares about. When you’re reducing friction, there’s a standard checklist of ways to optimize.īut there are no formulas for increasing desire. We tend to focus on removing friction because it feels comfortable. I must not like this much if they had to bribe me…” I signed up because I wanted the gift card, not because I want this product. Your customer thinks, “They promised me a gift card if I sign up. ![]() □ But cognitive dissonance can also work against you: This is great and I’m so glad I bought it.”Ĭognitive dissonance made the customer get more value out of your product–without you changing anything about the actual product. I would only do that for something I really want. Your customer thinks, “I waited in line to get this thing. ✅ Here’s cognitive dissonance working in your favor: Cognitive dissonance is real and it can work for you or against you. People jump through hoops for things *they want*. Once you’ve made the button as big as it can be, offered as many promotions as you can give, etc… you’re stuck. You’ll hit a ceiling from reducing friction alone. For example, plenty of apps, tools, and newsletters cost nothing. Lots of products are free–and you still don’t want them. ![]() They’re willing to go the extra mile-pay more, do more work, or try harder to get those things.Ģ. Decreasing friction ignores that people jump through hoops for things they want. Here’s why decreasing friction isn’t enough:ġ. The problem is 80% of founders/marketers ONLY reduce friction. You want to remove obstacles, like confusing UX. To be clear, decreasing friction is good. □ Decreasing friction = Reducing obstacles □ Increasing desire = Getting your customers hungry and excited to buy I call this framework Increasing Desire vs Decreasing Friction: Your website might have fast load times… But your customers still might not want to buy. The logic for reducing friction is, “If I make this easier (or cheaper), you will eventually want it.” But this logic is flawed: Scroll the inspector to the appropriate section (usually Behaviors) to see your exposed properties.Most marketers focus on decreasing friction: make the button bigger, put more above the fold, and offer a discount. Select the proper Inspector Behavior entries to expose in the IDE.ĭrag and drop the custom control onto your layout. Now you can specify the URL in the Inspector and remove the Opening event from the LinkLabel. Check the box next to its name and click OK to have the property displayed in the Inspector for the control when it is on a layout. If you scroll down, you will see the URL parameter. In this dialog, you can control all the properties that appear in the Inspector, including any new ones that you add. This opens the Inspector Behavior dialog. To use it, open the contextual menu for LinkLabel in the Navigator and select Inspector Behavior. You use the Changing Properties With the Inspector feature to control what displays in the Inspector. Using the LinkLabel example above, it would be better if you could set the URL property in the Inspector for the control on the layout rather than having to put code in the Opening event. When creating custom controls, you may want to make some of its properties changeable at design time in the Inspector. Reporting bugs and making feature requests.Dynamically adding and removing controls.Sharing event handlers with Control Sets.Using subclassed controls in your projects.
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