You need to clearly spell it out for your customers if you expect to see results
Josh Winkles wrote this article
We are all guilty of doing it.
We create something, put it out into the world and wait to count the money.
It’s just so amazing, how could the world not want it, right?
Then when you only have a slow trickle of sales (mostly from family, close friends, and that one random person that did find it), you say that people just don’t understand. They don’t get the value you are providing.
Well of course not! You haven’t told them about it.
You’ve spent every day likely for months working on this product.
You know every feature, all of the cool things it can do and how it can help people.
The flaw is that you expect people who have spent five seconds reading about it (not even interacting with it) to know all of that information as well.
You see now why that might not work?
Even more than promoting your thing to potential customers, it is also about education.
Promotion is telling someone all of the features of your app.
Education is making sure they know what those terms mean.
You can show a kid 4+4, but until you explain the concept of addition, the plus sign doesn’t mean anything to them.
Ever wonder why people in an industry always are the fastest to go “wow” to a tool designed for their industry? It’s because they understand what the features are and why they are helpful.
Now, not only is the education of features important but so is making sure that you have spelled out all of the features. I’ll insert the disclaimer here…
This does not mean that you list out every single thing that every single button can do! The goal is not to have more features than all of your competitors. The goal is to make sure that consumers have enough information to make an informed comparison and choose YOU.
When I worked for Luma, which is an internet hardware company, we had many competitors, but there was one that we seemed to keep up with the most which were Eero. Eero launched a subscription service a couple of weeks before we did and touted all of these added features for a small subscription of around $10/mo.
Wow! An extensive checklist of items for only $10 each month. That would have been impressive if Luma didn’t already include 80% of those additional features as standard when you buy. The problem? We didn’t spell that out for anyone! Eero listed all of the specifics and we said, “Security.” Natural human thinking would say, “Well, it might cost a little more, but look at all the security Eero can provide me.” The winner…. Eero.
Now, for companies that do not value educating their prospects on the value they provide, the common tendency is to blame the customer.
Those stupid customers who clearly don’t understand how great your product is or how inferior the competition is!
How dare they!
Wrong, wrong, wrong.
If your potential customers are not purchasing because they are confused, they don’t understand the features, or they don’t know how it truly compares to your competitors, that is in no way their fault.
It is yours.
While some people will do five hours of research before each purchase, most won’t, and in all honesty, they shouldn’t have to do that to compensate for a company that is lazy with promotion and education. They cannot make informed decisions without the information. Give it to them.
Give it to them in a clear and engaging way, and they might just reward you with a little cash.