Briefle words · Writing & copy
Friction
Any effort, confusion or doubt that makes someone hesitate or stop before completing the action you want.
Say it to an AI
Follow-up to Tom, a customer who ignored our research invite last week. Don't just bump the thread; lead with the value-add (session cut to 20 minutes, new early and Saturday slots), restate the $50 gift card, and end with the booking link to keep friction low. Under 50 words.
How an expert would brief the stronger version of “Research invite follow-up”.
See it
Try it as a puzzle →A UX researcher at an accounting app follows up with a customer who didn't answer an interview invite a week ago.
Why: Both include the booking link, but only B removes the time barrier; A still asks Tom for the same 30 minutes he didn't make room for.
Related words
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Learn “Friction” in a five-minute lesson