Recently, I started building an app, Gurgee. Every week I learn something new (this is a common feeling among founders). So I decided to share my weekly lessons in the hopes that (1) I don’t forget them and (2) they help you on your own journey.
This is part 2 of a 3-part series on onboarding (you’ll find part 1 here).
Onboarding Tip #2: Sell superpowers
We all know we should build a great product.
That’s all good and well when we’re building, but not when we’re selling.
What do I mean?
When we’re building our product, we focus on it so much that when we need to sell, all we do is talk about how cool our product is!
That’s a mistake.
Remember, your user doesn’t care about your product, she cares about herself.
Don’t talk about what your product can do, talk about what the user can do with your product… How does it make her life better?
“Your onboarding experience shouldn’t be defined by the touchpoints you create, but instead by the improvement you provide. It’s not about getting people from Point A to Point B in your app; it’s about getting them from Point A to Point B in their lives: better video marketers, better daters, better relaxers.” — Samuel Hullick
Let’s look at an example. Here’s the first version of Facebook:
Notice how it briefly mentions what Facebook is at the top, but then dedicates a lot of space (the red box) talking about what you can do with Facebook.
All that real estate doesn’t say “Facebook can connect people around the world,” or “Facebook is fast and reliable,” or “Facebook is the new craze in social media,” etc…
This is a subtle difference, but boy does it matter!
In fact, this is the reason I recently changed the Gurgee website copy. I used to focus too much on building a great product. Now, I focus on building a great user.
“‘Here’s what our product can do’ and ‘Here’s what you can do with our product’ sound similar, but they are completely different approaches.” — Jason Fried
By the way, if you’re struggling to think of what superpowers your product gives, use the “whoa, I… !” technique.
Here’s how it goes:
- Put yourself in your user’s shoes.
- Pretend you’re seeing [your product] for the first time.
- Imagine you got the aha moment. Now say “whoa, I…!” + list in what way your product makes you better (e.g. “whoa, I can message anyone in the world!”, “whoa, I can get a personal driver within 5min!”, etc…)
- Now, you know what “superpowers” your product gives :)
Sidenote: For more on this topic, I highly recommend Kathy Sierra’s 2009 “Business of Software” talk. Samuel Hulick said, “if I could get every web/ product designer in the world to watch a single hour-long presentation, this is the one I’d choose (in a heartbeat).”
“Forget features. Forget benefits. Think superpowers.” — Kathy Sierra
Talk about them, not you.
And that’s it for today!
See you next week for more onboarding knowledge.
Thanks for reading!😊If you enjoyed it, test how many times can you hit 👏 in 5 seconds. It’s great cardio for your fingers AND will help other people see the story.You can follow me on Twitter at @richardreeze to find out whenever others just like it come out.