Jordan Ogren

July 21, 2021

Why do marketers think this trick works?

Has this ever happened to you?

You're scrolling through a website trying to find a specific thing when BAM! You're hit with a pop-up.

And as you frantically try to close the stupid thing, you realize the exit link is small and hidden underneath the download button for their AMAZING eBook.

You read it to make sure it will close the pop-up, and this is what the unsubscribe link says:

"I do not want to become a better marketer and get more leads by downloading this amazing content. Close this awesome opportunity."


I have seen this many times. It always confuses me.

Do they think that by making me admit how wrong/stupid it is not to do what they want me to do, I will?

That's some f*cked up psychology.

It never works on me. Does it ever work on you?

What do I suggest doing instead?

Give them a clear value prop (why should I download/subscribe), and then get the hell out of the way—make it SUPER easy to click off the pop-up.

This means not making the "X" as small as possible or blend in with the pop-up. That also doesn't work.

Remove the friction for your user at all costs.

Even if that means making it easy to X out of the pop-up.

Have you experienced this? What are your thoughts on it?

🧠 // JO