For all the humming and hawing we do over marketing tactics, we often forget about the experience through and between those tactics. We make the copy too complicated; our landing pages ask for information that isn’t 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels; we add an unnecessary step to our checkout process. We don’t take the time to customize our message – no matter the platform.
Put simply, we create a lot of fiction for our customers.
Join one of last year’s favorite speakers and founder of barber&hewitt, Michael Barber, as he explores painful and hilarious examples of friction throughout the arts industry and gives you a working framework to ensure your organization isn’t creating unnecessary friction.