When we launch a new product, people around us in our network – family members, friends, associates, and well-wishers may be among the first few users who come on board. There are two clear advantages of doing that – first, they are much more easily accessible than complete strangers and secondly, they all mean well for you.
But, they say, you should go beyond your immediate circle.
Not a problem! We run some Facebook ads or start pitching the product or the idea to everyone that you meet and see what they think!
The logic is solid here. If someone responds to the ad or to the your approaches, obviously this person would have a need (for the product that you are building). Of course, why else he or she would spend time and energy to talk to you? “This person obviously is from my target segment and possibly my early user,” is how we think.
There are, however, 11 types of users that you may encounter. Lets analyse these 11 different persons (Mr. or Ms) of the early user and how should you approach them in your strategy to woo them.
Mr. Who Cares:
Signature: These are the kind of people who don’t know if they have a problem. They don’t know it they need it or if it matters to them
Solution: Find something they care about, and show them how your solution will help them with the thing that they already care about. This helps them to understand the extra mileage that your solution can help them go.
Signature: These are the kind of people who are always questioning and don’t trust you and your offering. They don’t believe you, your product or your claims.
Solution: You need to build credibility for you and your product to alleviate these fears. Address their doubts of credibility before they ask. Build trust through social proofs.
Signature: These are kind of people that worry about the cost or benefit for your solution. They seem to get it but they never seem to buy from you. Will always ask questions like — Doesn’t work for me? I cant afford this? Don’t have time to experiment
Solution: Try to lower the barrier to entry to try.
Signature: These are the kind of people who always delay and don’t have urgency to buy even if they know they will benefit from the solution.
Solution: They are not 100% sure of their decisions and base their decision by looking at something or someone. So create scarcity. Give them small wins. Eliminate fear of trying. Give them trailer of how it works and how can it help.
Signature: These are the kind of people who are always the first ones to shoot down your ideas. They are complete pessimists and can suck away all of your excitement with a single derogatory comment.
Solution: It is best to avoid talking to toxic persons. Find someone positive to talk to.
Mr. Genuine Fear
Signature: These are the kind of people who are genuinely fearful about change that a new product brings in. The fear could be about some specific factors related to your product or it could be just the fear of unknown.
Solution: If you can have some insights about the factors or sources of fear, you could possibly deal with them,
Mr. Nothing’ New
Signature: These are the kind of people who consider anything that is not completely new and different, is not worth their time and always ask, “Has this been done before?”
Solution: Try to find out more about his existing alternatives and dis-satisfaction points vis a vis existing options to solve the pain.
Signature: These are the kind of people who have a strong urge to be “nice” and “helpful” to you. And this urge may over dominate a “need” factor totally, even if it was there in the first place.
Solution: Its nice to have protecting people around, but its not going to take your business goals further if you have them. Be thankful to them and tell them to go for your product only if they have a pain point that gets addressed by your product. Otherwise, they can always give you some reference of some other people who they think may have the pain point.
Mr. More Info
Signature: These are the kind of people who will not be satisfied with what you present to them. They always look for more information and want to do more research about your product.
Solution: Feed to their need for information, have long healthy discussions, introduce them to some experts that you have been working on and these guys will be on your side.
Mr. Not Me
Signature: These are the kind of people who have the pain point, are aware of the fact that they have this pain point, but are just not willing to act on it and so, are putting up resistance to your product.
Solution: Reassure them about the positive changes that your product offers to their life and find ways to help them break their old habbits.
Mr. Bring it On:
Signature: These are your ideal first clients. They are always excited to try everything that comes out.
Solution: Show them vision, breakthrough, innovation in your category to woo such customers
When you are approaching people randomly, you encounter different types of early users and you need different ways to deal with them. There is however, an alternative approach – look for your early adopters. Early adopters are the people who have the pain point that you are trying to solve and who are actively looking for solution for it. There is an incredible match between the two of you and they are a much better option for you to begin conversation with.
This alternative may involve some hard work, you may need to look for them individually and recruit them manually to begin with.
Approaching strangers randomly, being much of a passive work, is less effort.
But, trust me, you will find this little hard work to find early adopters much productive in the final analysis.