Discover how to balance promotional tactics with brand health
Learn strategic alternatives to price discounting that drive growth during uncertainty.
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.
We shared three messaging tips you need to alleviate customer doubt with Asia Research Online.
Messaging Tips that Reassure Potential Customers – Even after You’ve “Sold Them”
“Anyone who has been involved in the launch of a new and/or innovative product knows the importance of communicating its benefits. But even if consumers are convinced that your product is right for them and are triggered to make a purchase, other forces may be working against you. Those forces are barriers to action – such as a concern about convenience, taste or substantiation – 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 purchase a ‘light’ ice cream because of its promise of less calories and sugar (trigger) but may also harbour serious doubts that it will taste good (barrier). Those latter doubts may be strong enough to prevail over the appeal of the health benefits and ultimately prevent a purchase. However, when the ice cream brand communicates taste, the consumer is reassured that it will indeed taste good and the connected barrier will be overcome. This allows the health benefits to trigger a purchase. Thus, one has increased the likelihood that the consumer will at least try the ‘light’ ice cream.
By conducting specific research into the triggers and barriers for and against buying a product, one can create compelling reassurances that will effectively close the deal. This can be best carried out through a three-step process:
Step 1: List the potential triggers and barriers to using your product.
This can usually be carried out in collaboration with an internal marketing or product team if there is sufficient market and consumer knowledge within your company. Alternatively, research strategies (briefly outlined below) can be utilized to help uncover the most prevalent triggers and barriers.
Step 2: Quantitatively validate the importance of each trigger and barrier.
This enables you to see how much of the market possesses a particular trigger or barrier, and which are most important for your communication efforts.
Step 3: Ask your consumers to identify reassurances that can help them overcome their barriers in order to provoke trial or increase usage.
Ideally, these consumers should either be potential first time users or those who do not engage in repeat trials…”
