Five kinds of friction

Ways to lift lead quality when a free offer attracts too many people.

Alex Hormozi's framework, from $100M Leads, 2 Bonus Chapters, pp. 1 to 20.

Increased qualifications
State who the offer is for, such as age, job or home ownership, and repeat it everywhere.
Increased information requirement
Ask for more or heavier information, like a phone number or income, on a longer form.
Increased number of steps
Add steps before booking; fewer people finish but they are better.
Forced consumption
Make prospects watch a long video before any call to action appears.
Advertisement length
Lengthen ads, copy or video before the call to action to raise the cost of a click and its worth.

From pp. 1–20

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