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: *Updated from an original post written by Thom McGrath.Most marketers focus on decreasing friction: make the button bigger, put more above the fold, and offer a discount. Run the project and watch the text change when you hold and release the Option/Alt key. In the Timer subclass, put this code in the KeyDown event: Label1.Value = "You are pressing Option."Īnd in the KeyUp event put this code: Label1.Value = "Normal Text" To test this, add a Label to the Window which will be used to display different text when the Option key is held down. You’ll also want to adjust the period of the timer to something small such as 200 to make sure the events are responsive. Now go to your Window, place a Timer on it and set the super to “OptionTimer” and you can insert code into the events for that timer. Lastly add the Action event handler with the following code: If Keyboard.AsyncAltKey = True And Pressed = False ThenĮlseIf KeyBoard.AsyncAltKey = False And Pressed = True Then Next, add a property “Pressed As Boolean”, an event definition “KeyDown”, and a second event definition “KeyUp” to OptionTimer. Start by creating a new class called “OptionTimer” whose super is “Timer”. Also, the subclass will allow you to call events which can come in handy. Either technique will work, but the subclass creates reusable code, something I always recommend. The solution is to use a Timer to detect the Option/Alt key, though it could be adapted to read any of the modifier keys.įirst of all, we need to decide whether to create a Timer embedded on a Window, or to create a subclass. The problem is KeyDown/KeyUp does not get called for modifier keys. The goal is to inform the user that option-clicking the button will perform a different task.Īt first glance you might think that simply looking for the option key in a KeyDown event will do the trick. For example, iTunes changes its “Previous Track” button from a rewind icon to a Genius Shuffle icon when the option key is held down. Sometimes it is necessary, or at least user-friendly, to adjust your interface when the user holds down modifier keys.
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