You might be familiar with the concept of resistance.
If not, I’ll let Steven Pressfield describe it:
“There’s a secret that real writers know that wannabe writers don’t, and the secret is this: It’s not the writing part that’s hard. What’s hard is sitting down to write. What keeps us from sitting down is Resistance.“
If you’re a creator of any kind, creating for your business or for clients, you probably face resistance every single day.
I know I do, every day I’m writing this newsletter.
It never gets easier.
Still, I sit down to write.
Because I made a commitment.
To myself and to my readers.
And this got me thinking about it deeper…
Where does this commitment stem from?
Could this be applied to our prospects?
In other words, can we help our website visitors, our leads, enter this state of commitment and push through the resistance they face right before buying?
So I reverse-engineered it.
I came up with a simple idea that comes from coaching.
In short, separate decision from implementation.
See, whenever we approach something new, something that feels like work, or something that requires us to invest our resources (money, energy, time) – we have the tendency to jump to visualizing the final goal.
In some cases this could come in handy for us copy people. Writing about benefits after all, is basically creating a vision for prospects.
But in other cases it can start a big spiral into overwhelm and procrastination.
It increases cognitive load.
That’s when our potential buyers get scared and leave our website.
It’s because they envisioned a future where they will have more work to do before achieving their desired outcome.
They bypassed the decision stage and went straight to the implementation – all inside their heads.
That’s why, separating decision from implementation with your copy and UX is sooo important.
Your rule of thumb should always be to first help prospects decide.
Then, once they’re fully committed and on board with their own decision, help them think about how easy the implementation will be.
It’s the reason why asking for something as simple as an email address separately from the rest of an onboarding form works.
Consider these as two separate conversion goals:
- Decision: What do they need to believe to accept your claims?
- Implementation: How can you make their final vision feel effortless and within reach?
If you want to reduce bounce rate or increase sign ups and purchases, I’d always look into how you’re doing this.
If you’re not having good results, chances are you’re bundling these two conversion goals together.
It’s a great diagnostic tool to keep in mind.
Have a great weekend.
Quote and reflection of the day:
“Power returns to the person when rewards are no longer relegated to outside forces.”
- Mihaly Csikszentmihalyi, Flow
The more you value inner rewards the more energy and control you have in your life.
Awesome newsletter corner
I’ve been reading a really good book lately: “The attention merchants”. It’s about how advertising commercialized our attention for profit – often to the detriment of consumers. I love getting the perspective from the other side of the fence. Especially as an ad/copy guy. It keeps us grounded.
Anyway, speaking of attention we’re bombarded with news, Youtube videos and podcasts every single minutes (hell, my podcast list is growing every day). Reason why I love news aggregators, especially those with an interesting perspective and insights on a niche/industry.
You should check out the newsletter No Time For Dat. For busy ecommerce entrepreneurs – you can finally save time with free ecommerce news and trends snapshots sent 3x a week.