Friction-Led Copywriting

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🧱 Friction-Led Copywriting: Write from the resistance, not the product.

Most brands write copy like they’re telling a story. But your customer’s not reading a story, they’re looking for a reason to leave. If you want to convert, you don’t start with what’s great. You start with what’s in their way.

Why Writing for Friction Beats Writing for Features

Your prospect doesn’t land on your site thinking:  “Wow, tell me more about these cotton blends and 3 delivery tiers.”They land thinking: “Is this going to be a waste of my money, time, or attention?”

Traditional copy starts with:

“We made this because…”

“Our product solves X…”

“Join 10,000 happy customers…”

Friction-led copy flips that:

“Not sure if this will fit right? Let’s fix that first.”

“You’ve been burned by ads before. Here’s proof this works.”

“Hate returns? Here’s what 92% of buyers say after 30 days.”

Map the Real Copy Points: The Exit Before the Scroll

Here’s how to apply friction-led copywriting across your site:

1. Homepage: Replace “hero story” headlines with objection-killers.

→ “Not for everyone. And that’s the point.”→ “Tired of X? Here’s how we do it differently.”

2. PDPs: Start with doubt, not the value stack.

→ “Will this stretch out after a wash? Let’s be real.”→ “Not sure which one’s right for you? See what 8,423 others picked.”

3. Upsells / Bundles: Assume skepticism. Invite smart spending, not more spending.

→ “Add this only if you’re dealing with [specific use case].”→ “You could buy it later. But this version doesn’t come back.”

4. Post-purchase: Preempt buyer’s remorse with reaffirmation copy.

→ “Here’s why you made the right call.”→ “Most buyers come back within 30 days. You’ll see why.”

Quick Rewrites Using the Friction Lens

Final Thought: If your copy doesn’t sound like it belongs in a customer service inbox, it’s not friction-led. Every line should feel like a helpful reply to an unspoken doubt. That’s how you turn hesitation into trust and copy into sales.

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🚀  Reel of the Day

The reel kicks off with high tension and universal relatability, being late for work. Using a dramatic “Get Ready With Me” voiceover, the creator runs around the house grabbing Death Wish Coffee and Magic Spoon Protein Cereal, blending both brands into his morning routine. It’s fast-paced, humorous, and chaotic in the best way, tapping into the “everyday urgency” vibe.

The frantic morning sprint anchors the entire product context: caffeine + protein = survival. The chaotic energy is mimetic. It's the kind of content people tag friends in with "you this morning 😂".

Both brands are shown not as static products, but as crucial tools in the storyline: Death Wish Coffee is grabbed with urgency. It's framed as the non-negotiable first step. Magic Spoon becomes the protein punch needed to fuel a fast escape. Even the packaging shot mid-frustration feels authentic.

The giveaway is teased casually, subtly planted in the caption rather than dominating the visual. That’s strategic: The Reel functions first as entertainment. The reward (giveaway) is a bonus, not the bait. Viewers who watch till the end already feel like they earned the chance to win.

Cross-branding amplifies audience reach. Magic Spoon’s wellness crowd meets Death Wish’s high-caffeine crew.

Broader Insights:

This isn’t just a funny skit. It’s a case study in emotional conversion, where relatability drives attention, humor sustains it, and integrated products close the loop. For any brand trying to crack the ‘chaos-to-cart’ model, this is a masterclass in movement-based storytelling + smart collabs.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰