Why you're paying a friction tax
Most business owners feel growth stalling, but few can point to where the energy is being lost
These aren’t sales or performance problems, they’re choice problems.
They show up whenever someone is ready to buy — and you’re not the obvious option.
Rigorously SIMPLE Truth:
If your offer can't be 'mentally compressed' into a simple, single sentence, people won't choose you instinctively.
And if you can't explain why you're worth the price, you can't charge the price, never mind a premium.
You are having to start from the beginning, every single time.THE ANTIDOTE
Rigorously SIMPLE Truth:
Distinct and memorable is a competitive advantage. If your identity doesn't create a "mental hook," you are paying to reach people who will forget you by tomorrow, or worse, won't notice you.
THE ANTIDOTE
Rigorously SIMPLE Truth:
Trust is built through repetition and resonance. Without a distinct, consistent voice, you are forced to re-earn your reputation with every single interaction and its impossible to earn any emotional connection.
THE ANTIDOTE
Stop paying the tax
Most business problems are hard to solve. These ones aren't.
If you can see the friction in your business but aren't sure which leak to plug first, let’s talk.
We’ll look at where you’re losing momentum and identify the shortest path to making you the easy choice.
1.
People aren't clear who you’re for or why they should care
SYMPTOMS
Winning new customers feels like a struggle.
Growth feels slow.
You rely more on incentives and persuasion than preference.
You spend more time explaining what we do than why it matters.
People get you, but not why they choose you.
You’re compared on price by default.
Your marketing feels generic.
You struggle to build momentum.
Alignment between teams and partners feels like work.
WHAT'S HAPPENING
What you want people to think about you, and what makes you different from your competitors, isn’t clear enough.
Saying too many things badly is getting in the way of saying one or two things well.
You’re not saying any one thing often enough to effectively build memory or land associations.
EFFECT
Customers hesitate, compare alternatives, default to price, or put the decision off altogether.
2.
You’re not distinct enough to be recalled at the moment of choice.
SYMPTOMS
You’re present, but often overlooked.
You don’t stand out in crowded or
low-attention environments
You’re not distinct from your competitors
People don’t know it’s you without your logo.
Campaigns feel generic.
Every campaign looks different.
You keep refreshing your look, but nothing improves.
You ‘feel’ inconsistent internally and externally.
WHAT'S HAPPENING
You’re identity doesn’t work quickly enough to be noticed and recalled people not paying attention.
You haven’t locked in the signs and signals that make you unmistakably you.
Your brand isn’t being delivered consistently enough to build memory or trust.
EFFECT
Customers don’t notice you, don’t recognise you, or don’t recall you at the moment of choice.
3.
You're messaging is uneven and lacks feeling.
SYMPTOMS
Your messaging doesn’t stick.
You have to over-explain yourselves.
Reasons to choose you don’t seem to land.
You sound different everywhere.
You say things that everyone says in your category.
No one in your team explains what you do the same way.
Aligning your marketing teams is painful.
WHAT'S HAPPENING
You rely too heavily on ‘reason’ when resonance and repetition build far stronger bonds.
You haven't expressed why anyone should care about you in a way that can be felt.
You don’t speak consistently enough to build trust or with sufficient emotion to make you memorable
EFFECT
Customers don’t notice you, don’t recognise you, or don’t recall you at the moment of choice.
Step 1: The Wix Setup
Add a Multistate Box: In the Wix Editor, go to Add > Interactive > Multistate Boxes.
Create your States: Give each state an ID (e.g., introState, q1State, q2State, ... resultsState).
Add your Elements: Put your questions on each state with two buttons: "Yes" and "No".
Step 2: The Velo Code (The Logic)
Open the Dev Mode in Wix and paste this logic. It tallies the answers and directs the user to their specific "Tax" result.
JavaScript
import wixLocation from 'wix-location';
let positioningScore = 0;
let identityScore = 0;
let voiceScore = 0;
$w.onReady(function () {
// Positioning Question Buttons
$w("#posYes1, #posYes2, #posYes3").onClick(() => { positioningScore++; nextState(); });
$w("#posNo1, #posNo2, #posNo3").onClick(() => { nextState(); });
// Identity Question Buttons
$w("#idYes1, #idYes2, #idYes3").onClick(() => { identityScore++; nextState(); });
$w("#idNo1, #idNo2, #idNo3").onClick(() => { nextState(); });
// Voice Question Buttons
$w("#voiceYes1, #voiceYes2, #voiceYes3").onClick(() => { voiceScore++; nextState(); });
$w("#voiceNo1, #voiceNo2, #voiceNo3").onClick(() => { nextState(); });
});
function nextState() {
let currentState = $w("#myStateBox").currentState.id;
// Logic to move through states or show final results
if (currentState === "voiceQ3") {
showResults();
} else {
// Use standard Wix $w("#myStateBox").changeState() logic here
}
}
function showResults() {
// Logic to determine the highest score
if (positioningScore >= identityScore && positioningScore >= voiceScore) {
$w("#myStateBox").changeState("resultsPositioning");
} else if (identityScore > positioningScore && identityScore >= voiceScore) {
$w("#myStateBox").changeState("resultsIdentity");
} else {
$w("#myStateBox").changeState("resultsVoice");
}
}
Step 3: The Result Pages (Copy)
You’ll need three final "States" in your box. Here is how to word them to hit the "Commercial Impact" hard.
Result A: The Clarity Tax (Positioning)
Headline: Your Diagnosis: You are paying a Clarity Tax.
The Reality: Because people struggle to understand what you do, your sales team is working twice as hard to close every deal.
The Cost: Slower sales cycles and margin erosion.
The Fix: The 21-Day Positioning Sprint.
Result B: The Invisibility Tax (Identity)
Headline: Your Diagnosis: You are paying an Invisibility Tax.
The Reality: You are "on the shelf" but overlooked. You’re paying for attention that doesn't build long-term memory.
The Cost: High marketing spend with zero organic recall.
The Fix: The 21-Day Identity Sprint.
Result C: The Authority Tax (Voice)
Headline: Your Diagnosis: You are paying an Authority Tax.
The Reality: You sound like a category cliché. Without a distinct voice, you lack the trust needed to bypass price comparisons.
The Cost: Inconsistent performance and wasted creative spend.
The Fix: The 21-Day Voice Sprint.
The Final Touch: The "Triage" Call Redirect
On the results state, add a button: "Book your 15-minute Triage Call." Link this directly to your Calendly or Wix Bookings. This turns a casual browser into a qualified lead who already accepts your "Tax" diagnosis.
Would you like me to refine the copy for the "Thank You" email they receive automatically after completing the audit?
Gemini 31st Jan
They show up whenever someone is ready to buy — and you’re not the obvious option.
These aren’t sales or performance problems, they’re choice problems.