Marketing isn’t always about smooth paths and easy conversions. Sometimes, it’s about a little friction. And while friction might feel like a problem, it can actually be one of your greatest tools.

Friction forces your audience to pause, engage, and think. It’s the unexpected question in an ad that makes them curious. It’s the bold statement that challenges their assumptions. Friction disrupts autopilot scrolling and sparks real attention. Without it, your brand blends into the background.

But friction isn’t just about catching attention—it’s about filtering the right audience. When you create a marketing campaign that requires people to click through, sign up, or engage, you’re attracting those who are genuinely interested and invested. Friction becomes a gatekeeper, separating casual observers from true prospects.

However, not all friction is good. Confusing websites, unclear calls to action, or cumbersome checkout processes drive customers away. The key is to create purposeful friction—the kind that engages rather than frustrates.

So, embrace the friction. Let your marketing spark conversations, questions, and curiosity. Because when you challenge your audience to think, you don’t just win their attention—you earn their trust.

And in marketing, trust is everything.

Stay curious friends!

Aileen