One of the most important things to get people to act is to communicate the benefits your product offers. However, even if consumers are convinced that your product offers them a relevant benefit, there are always other forces at work preventing them from acting.
SKIM’s Scott Garrison shared a three-step research process with Quirk’s for identifying your product’s triggers and barriers, and creating compelling reassurances that effectively close the deal with consumers.
3-step research process for identifying your product’s triggers and barriers
“Anyone who has been involved in the launch of a new and/or innovative product knows the importance of clearly communicating the benefits of that product. But even if consumers are convinced that your product is right for them and are triggered to purchase the product, other forces may be working against you. Barriers to action – such as a concern about convenience, taste or substantiation – are often aspects of the product that you may falsely take for granted. When those barriers are not met with thoughtful reassurances, they can easily become deal-breakers.
For instance, a consumer may be attracted to a light ice cream because of its promise of less calories and sugar (triggers) but may also harbor serious doubts that it will taste good (barrier). Those doubts may be strong enough to prevail over the appeal of the health benefits and ultimately prevent purchase. However, when the brand communication is focused on taste, the consumer is reassured that it will indeed taste good and the initial barrier can be overcome.
By conducting specific research into triggers and barriers one can create compelling reassurances that effectively close the deal. The three-step research process entails the following:
- Step 1: Identify lists of potential triggers and barriers to consumers using your product.
- Step 2: The importance of each trigger and barrier is validated quantitatively.
- Step 3: Consumers then identify reassurances that can help them overcome their barriers in order to provoke trial or increase usage…”