What’s the best way to have a customer know, like and trust a product that’s first to market, or a bit outside of the norm?
In today’s Thursday HotSeat, our Member in focus shared challenges he has been having with marketing a product, which involves educating customers about the physics of water, not just the biology of it.
This experience would be familiar to many business owners and entrepreneurs who have a product that’s new or significantly different to what’s already understood and accepted.
His challenge is that resellers he’s spoken with are reluctant to promote the product to clients without fully understanding or being able to educate the customers on how it works, as well as not having field test data specific to their niche.
As usual, the Brain’s Trust prevailed coming up with the idea of using QR codes on brochures, within information stands at trusted distributors, to take the customer to information about the product and testimonials. These information kits can be shared with prospects, by the trusted distributor, without requiring them to know everything about how the product works, or being required to educate the prospective customers.
This not only meant that the resellers no longer needed to be responsible for the education process, but that customers could hear the results that others have been getting through the testimonials within, harnessing the power of social proof in lieu of significant amounts of data specific to their niche.
The key to effective marketing is providing what the customer requires, in order to know, like and trust you and your product or service.
In the case of new or unique concepts, it is even more important to find ways to bridge the gap between yourself and the customer, so that they can gain confidence and feel comfortable enough to engage your services or make a purchase.
