Most marketers assume people will do the obvious. Click the link, read the email, and take the next step. In this episode of The List Building Lifestyle, Igor Kheifets breaks down the hard lesson that changed how he sells forever: never assume effort.
From clickable links to bonus pages, he explains why over-delivering information in multiple places isn’t redundant, it’s necessary. If you want to stop losing sales to laziness, distraction, and friction, this episode will permanently upgrade how you design funnels and offers.
[1:10] Stop Assuming Your Customers Will Act:
- People rarely perform even minimal effort to access information or complete actions when friction is present.
- Attention and action are scarce resources in environments of passive engagement.
- User behavior consistently defaults toward the path of least resistance.
- Assumptions about user initiative reliably lead to failed conversion or engagement.
- Design must accommodate human tendencies toward distraction and avoidance rather than expect diligence.
[3:19] The Fatal Flaw In Your Bonus Delivery:
- Immediate access to incentive information at the point of decision dramatically increases conversion likelihood.
- Friction introduced by requiring context switching between platforms or tabs significantly reduces action completion.
- User attention is transient and rarely persists across digital interruptions or time gaps.
[5:04] The Redundant Rule For Higher Conversions:
- Information must be delivered at the exact moment of decision to influence action.
- Redundant reinforcement across multiple channels compensates for user inattention and memory decay.
- People rarely seek out missing information when it is not immediately accessible.
- Assuming recall of previously communicated details leads to lost conversions.
[7:05] Igor’s Book On Email Marketing:
Visit www.igorsbook.com to learn more.
