Five types of friction

Dial lead quality up by making the path harder.

Alex Hormozi's framework, from $100M Lost Chapters, pp. 19 to 45.

Increased qualifications
List who the offer is for in every ad and page.
More information required
Ask heavier questions such as a phone number or income.
More steps
Add stages so fewer, better people finish.
Forced consumption
Make prospects watch a long video before any call to action.
Advertisement length
Lengthen the ad or copy before the call to action.

From chapter: Section A: Attract, pp. 19–45

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