If you want to launch a product that succeeds, create a product that excites. If that sounds obvious, look closer.
We did: for the past ten years or so we’ve researched market after market and product launch after launch. The results are breathtakingly clear.
Products or services might bring customers relaxation, pleasure, comfort, joy – any or all of those things. But if there’s one thing we discovered at Winkle, it’s that products and services that excite people are:
- most likely to enjoy a quick uptake in the market;
- most likely to enjoy a longer growth curve;
- less likely to require iterations;
- less likely to require extensive marketing and promotions.
Why excitement? Why not something like happiness?
You might wonder why just any old positive experience wouldn’t be just as good. Partly right, you are: any of the nice feelings we feel when trying on something new might cause us to buy that thing again. But what we’re looking for as marketeers, is the emotion that causes people to express themselves. This is of course what we want as marketeers: not just the happiness itself, but an accompanying need to tell others. And that is, of course, a unique property of excitement.
So, what might the golden recipe be to excite your consumer? It is, again, mind-blowingly simple.
Make their life better in a way they weren’t expecting.
Make something they didn’t know they wanted.
Most people see the benefits of a product coming a mile away. Once arrived, a product will do little to cause anyone to cry out about its wonders. Surprise the customer with something they didn’t know they wanted however, and you’re in for fireworks on the shop floor.
What do you want to find out?
The next question in this little Socratic journey is of course: how do I find something my customer base wants without knowing it? The answer: by getting to know them better than they know themselves. You don’t need to know everything; just get to know what frustrates them.
Yes, that’s right. If you want their excitement, find their frustration.
Finding frustration; unlocking excitement
This is the key insight we can help you obtain at Winkle. By putting our ears to the web and by asking our questions free of bias, we’re the experts at finding out:
- what frustrates your customers;
- how you might excite them by removing those frustrations;
- or… what frustrates your competitor’s audience;
- and how you might excite them and persuade them to your brand.
Does any of this sound promising?
Drop us a line to show… your excitement!