You can run nude down the street. You’ll attract.
You can wear an Elmo suit and go to the mall. You’ll attract.
You can wear the tiniest skimpiest bikini. You’ll attract.

Attraction is easy.

It’s conversion that’s trickier. So why put a conversion barrier?

Here’s an ad from Match.com
In this online ad, this woman skates across the floor not once, but twice. The camera zooms in to her smiling face (she’s having fun). And she looks into the camera and just says a big ‘Hi

Note: The images below are screenshots to demonstrate the elements of the online ad.

In this ad from Match.com, the woman has you at “Hi!” (Click to see bigger picture)

And the ad is so powerful so a simple reason (or a few simple reasons)
1) It stops the ad at “Hi!” That’s a real cliff-hanger. It’s not a sexy hi. Or a breathless hi. It’s a fun hi. And that’s attractive in an everyday manner.

2) The very next thing you see is the ‘Email Her’ button. The convertor; the call to action–and prominent as hell. In that b/w environment, the blue jumps out of you–once she’s stopped skating, that is.

3) And in the very same ad, they kill two objections at once. They tell you that Match.com is ‘all new’, so no matter what your experience before, this one promises more. And the second objection that ‘It’s ok to look’. If there was a lingering doubt, that objection gets killed instantly.

A simple, powerful attractor. And look how simply it’s designed to get you to do one thing. To move from attraction to conversion. But ah, what happens when you click?

You’ll be amazed, because you run straight into a barrier.

Barrier? Yup, the door’s closed. But why? Let’s examine that in the next post.