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Made everything frictionless for a client once.
Scheduled all their calls. Sent all the reminders. Did all the prep work. Handled every detail.
Thought I was being helpful.
They ghosted me after week two.
Another client? Total opposite.
Made them fill out a detailed questionnaire before we even talked. Made them book their own calls. Made them do homework between sessions.
They stayed for six months. Referred three people.
Same service. Different friction.
And I finally got it.
When something's too easy, people don't value it.
They ghost. They cancel. They don't show up.
Because easy = low commitment = low value in their brain.
Think about it.
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The gym membership you never use? Dead simple to sign up.
The course you never finished? One-click purchase.
The app subscription you forgot about? Automatic renewal.
Easy to get into. Easy to ignore.
But the things you actually use?
Had to apply. Had to qualify. Had to put in effort upfront.
That effort creates commitment.
"I worked to get this. I'm not wasting it."
So I stopped making everything frictionless.
Added a questionnaire. Made people book their own calls. Asked for homework.
And suddenly people showed up. Did the work. Got results.
Not because my service got better.
Because they had to earn it.
Here's the shift:
Stop removing all friction from your process.
Add strategic friction that filters for commitment.
Make people work a little to work with you.
The ones who do will actually value what you give them.
The ones who won't? You don't want them anyway.
Talk soon, Dyl - Founder of Relentlece.
P.S. Where are you making it TOO easy? Add some friction. Watch who stays.
88% resolved. 22% loyal. Your stack has a problem.
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