We focus a lot of energy crafting the perfect proposition statement, highlighting our USPs. The problem is that most of your thinking ignores the unconscious forces that will keep people from considering you or adopting your product.
Companies with high adoption rates benefit from
lower CPAs
higher customer lifetime value
higher retention rates.
greater marketing ROI
Fortunately, there are steps you can take to fight this. A few strategic copy changes that address these unconscious forces can boost your adoption rates.
Video Transcription
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Most people don't switch me; I'll moan about Xero, even though it would be totally rational for me to switch. I won't because I'm stuck because my accountant uses it. B2B software companies with terrible, confusing software like Xero or Success Factors have really strong retention rates. Corporates continue using bad software for years! Even though there are much better solutions that exist in the market, it's really hard to get companies to switch.
Forget about B2B for a second. Think about your own life. Did you ever successfully migrate off of WhatsApp to Signal? Yeah, me neither. Still, thinking about changing your accountant? Yeah, me too.
In fact, in Zero to One by Peter Thiel, he says you need to create a product that's 10X better to get people to switch. So 10x better product? That sounds like a lot of work. But what if your product is already much, much better? The good news is that the solution is maybe as simple.As a few copy changes on your website.
I'm Nopadon from Startup Core Strengths, and today I'm goingto talk to you about getting more people to switch to you.
So what is that about? Why is it so hard to get people to switch? And what can you do about it? We're huge fans of the Jobs to be Done framework and methodology. Half of user psychology is motivating people to achieve their goal. The other half that most people ignore is dealing with all this friction that they have to overcome in order to achieve their goals. Simply put, there are two types of friction that I want to talk about, it's anxiety and inertia.
We'll start with anxiety. First, people in organizations don't want to take
risks learning new products or betting their careers on unproven or new startups or technologies, or do unfamiliar things. What anxieties do your prospects have about your product and your service? Be honest.
So what can you do to overcome this? The biggest leverage comes from these three things.
One. Find your prospects anxieties. Ask your sales team failing that, ask a recent signup, call out the anxieties and address them.
You should address anxieties in descending order like an FAQ, but instead, just call out each anxiety in the customer's own language as a headline and then address it.
If you look at our website on Startup Core Strengths.com on the coaching page, we do just that. We talk about how it works. Is it worth it? What will my team think of this? How much does it cost? These are all things that our users are concerned with.
Let's talk inertia. Even if you can overcome that, often, the switching costs far outweigh the financial costs, such as integrating new software, training new people, getting the necessary approvals, just changing old habits.
So pick the number one biggest inertia factor for you and think about how to address that specific thing. What if you need a customer to change their behaviour like Headspace or if you're creating a new product category like Slack? Tell us your biggest source of inertia in the comments below, and I'll DM you with some suggestions on how to overcome it.
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Thank you so much for your time.
See you around.