Before You Hit Publish
12. Remove the Friction Points
You’ve done everything right. Don’t lose the sale at the finish line.
Walk through your customer journey. How many clicks to purchase? How many form fields? Can they check out as a guest? Does your site load in under three seconds on mobile?
Every extra step is an opportunity for someone to abandon ship. Smooth the path.
The Real Test
Here’s how you know this checklist worked: your campaign resonates immediately. People don’t need to “think about it.” They see themselves in the transformation you described, they believe your mechanism can deliver it, and they take action.
That’s what happens when you channel existing desire instead of fighting it. You’re not pushing a boulder uphill. You’re opening a gate and letting the flood rush through.
The checklist isn’t magic. It’s just a system for making sure you hit every critical point before you launch. Skip one step and you might still succeed. Skip three and you’re gambling.
Most marketers are gambling. You don’t have to.
Next time you’re building a campaign, pull up this checklist. Work through it methodically. And watch what happens when you finally launch something built on psychology instead of hope.
Your competitor might have beat you last time. But they’re still winging it. You’re not anymore.