Why I’m Obsessed With Friction

Friction prevents action.

Benjamin Watkins
2 min readAug 24, 2023
Photo by Benjamin Davies on Unsplash

Friction kills motivation.

I read a post about friction by Chris Hladczuk that made me rethink everything I know about friction. Everything that prevents you from doing something is friction.

If you want to write, but your phone always distracts you, it’s friction. If you want more email subscribers, but the form asks for a number, phone number, and company name, it’s friction.

Without friction, our lives would be easier. This is why I’m obsessed with friction.

Action is easier without resistance

The more I work on email signups, the more I realize the resistance between “Who is Ben Watkins?” to eventually, “Oh, he has a newsletter I’d like to check out.”

There’s a lot that goes on between who he is and what he can do for me. It’s the difference between readers who trust me and readers who have no idea who I am but want to learn more. I need to make it easier for readers to stay connected, join my email list, and understand my brand.

Friction is every tap that requires more attention. It’s every click that forces them to do more than they want. It’s action meets resistance.

The press for champagne example

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Benjamin Watkins

Founder of ThisIsCopy.com | Health Tech Copywriter | Copywriting examples at https://laviebenrose.substack.com/. Dad of five adventurous kids..