If your ecommerce brand is obsessing over checkout tweaks, button colors, pop-ups, and discounts—but your email marketing still feels flat—there's a deeper issue at play. And it's not friction.

It's desire.

🎧 In this episode, I break down a powerful idea inspired by Wes Kao: the difference between decreasing friction and increasing desire—and why most ecommerce brands spend all their time on the wrong one. You'll learn why smoothing out the customer journey isn't enough, what desire really looks like in action, and how to bring more of it into your email strategy starting today.

Whether your emails feel "fine but not exciting," or you're stuck in an A/B-testing spiral without real results, this episode will give you the perspective shift you've been missing.

💡 In this episode, you'll learn:

✅ Why "making buying easier" doesn't always lead to more sales ✅ The psychology behind desire—and how customers create value in their own minds ✅ How discounts can accidentally lower your brand's perceived value ✅ The right way to use your pop-up so it sparks excitement, not bargain-hunting ✅ How desire transforms your Welcome Series and email storytelling ✅ The two levers every email uses: reducing friction vs. increasing desire ✅ Why the best-performing brands master both—and how you can too

Dive deeper with the blog post: https://joyjoya.com/blogs/podcast/strategic-shift-how-to-inspire-desire-to-buy-your-products