You have a product. The product is a great idea that fills a need for a particular consumer. You feel for those consumers, you know them, you might be them. But how exactly do you get consumers to actually want the product? Said another way, how do you create demand for your product?
I found an article. It’s an oldy, but a goody. Yes, it was written only a couple of years after the recession of 2008, but the key themes of product demand creation still resonate in 2019. The article is written for Fast Company by Adrian Slywotzky who literally wrote the book on creating product demand. This article is called The Six Secrets Of Demand Creation. Knowing that Slywotzky wrote an entire book on the subject, you can trust you are getting some great high-level cliff notes to further explore as you build demand for your product.
Here are the six (read the article or the book for more info):
- Make It Magnetic- emotional connection with customers
- Fix Our Hassles- study the needs of customers in multiple markets
- Build on the Backstory- what was the problem, and how can you take that concept further?
- Find the Trigger- what is the tipping point to get consumers off the fence? Study it; duplicate it.
- Build a Steep Trajectory of Improvement- launch day is just the first step, immediately try to get better.
- “De-Average” the Customer- one size does not fit all and different segments of your customer base may need slightly different problems solved or at least a different marketing narrative.
I will definitely be using some of these tips and insights as I write about my course work and help A.D. White continue to build demand for Asheville Hustle.