The friction formula

Hey,

Add an obstacle inside your promise = conversions go boom

Standard headline: "Write better landing page copy"
Friction-layered: "Write copy your CFO can't argue with"

The second one acknowledges the real fight. Getting buy-in.

The friction formula:

Take your benefit + Add the hidden blocker

• "Get more leads" → "Get leads without burning ad budget"

• "Automate invoices" → "Automate invoices your clients actually pay"

• "Build websites faster" → "Build sites your designer won't hate"

Why this works:

You're naming the silent objection before they think it. The thing that killed their last attempt. The reason they haven't solved this yet.

Friction creates believability. Easy promises feel like lies. Hard truth feels real.

More examples that crush:

• "Email templates your CEO will actually send"

• "Cold outreach that won't land in spam"

• "Pricing pages that survive committee review"

Hope this helped!

— Blake

My offers:

1. 60-min strategy call: Get strategic about your website, content, audience building, and conversion.

2. Landing page roast: 20-min video audit and written doc full of recommendations guaranteed to increase conversions.

3. Pagetear: Onboard me as your full-time copywriter to get major projects delivered every 48-72 hours.