Great products do a few things very well.
- They solve a pain for a customer
- They work exactly like you said they would
- They’re simple enough to share
The third point is a tough one because once you find something someone wants and they are transformed by it, why won’t they tell their friends? How is it possible they won’t tell everyone around them about it?
If a product changes its customer, but the customer doesn’t talk about it or can’t describe how it worked, you failed.
Products that spread work because they become part of an identity a human is building for herself. She wants to show (and tell) the world she is the type of person that is smart enough to buy this product. But if she can’t describe the benefits, if she can’t say ‘this is how it helped me’, then you’ll have to spend WAY more marketing dollars on selling the product yourself instead of letting your customers sell it.
People want to talk about their good ideas. They want to feel smart, like they did something good for themselves.
Designing a product to be shared easily means making sacrifices. Instead of spending more time and money on Facebook ads or Adwords, you might need to spend time on mapping your customer journey after they’ve purchased your product.
Where do they go? Who do they talk to when they use your product or service or the lessons from your course? How do they currently describe the product? Are they using the right words? Do they have the story right?
This applies to B2B and B2C products.
In B2B, the CFO needs a much different story compared to the CEO, the project manager, the marketing team. You can’t rely on your first point of contact to make the sale for you.
In B2C, your customers talk to people like them. It’s literally in our DNA. Design a post-product customer experience that is worth talking about. It could be over delivering on your promise. It could be changing the smell of your product. It could be giving customers a momento.
Whatever it is, it has to be straightforward. Otherwise you’ll have to spend good money for every sale you make.