Last week I was reading on Dooce about how, when he was younger, Heather’s husband Jon took a class on microwaves with his whole family. Because microwaves were so new that they had to offer free classes to teach people how to use them.
This got me thinking, what could you teach your customers that would help them use or understand your products better? (And compel them to buy?)
First, lets use teach in the broadest sense of the word. Maybe you don’t need to have a class. Maybe it’s a blog post or a booklet. Teach just means some way of getting information to your customers.
Second, this information shouldn’t be self-serving. It shouldn’t be called “12 reasons to buy a microwave.” Instead, it should be focused on the needs of the customer. A better title would be “Using your microwave to make 10 minute meals.” Instead of telling customers why they should buy a microwave, you can show them how using a microwave benefits them.
In his fantastic book, Free: The Future of a Radical Price
Think of microwaves and Jell-O as convenient metaphors for your products. What is now a ubiquitous product was once something that everyone had to be taught to use. At first, people didn’t buy microwaves and Jell-O because they didn’t know how to use them. But through clever marketing and a built demand, they are now common products.
Chances are, your product is foreign to a lot of people. Even if you make something that seems common, like earrings, there is probably something about what you do that makes it different from the norm. If that is the case, what can you teach your customers that will make them more comfortable using, and buying, your product? Think about how you can use your blog, social media, or printed material at shows, or even an actual class, to give your potential customers the equivalent of microwave classes.
Anyone out there already doing this? Feel free to share in the comments!
(photo credit) (links to Free are Amazon Affiliate links)
Talk about “no brainer” … another outstanding post!
Megan,
Sounds like great advice. Thanks for taking the time to share it.
fabulous advice! it makes so much sense to tell your customer why *your* item will make their life easier/more fashionable/desirable/simpler. and to show them!
people selling more “every day” products like jewellery could well do a blog series on how to wear this seasons latest/best/cutest trends, incorporating their jewellery, handbags, shoes, etc.
Thanks in general for your blog. But I had to say that my mom taught regular community ed classes in the ‘ 80s on microwave cooking testing all sorts of new recipes on us. Her 20 year old microwave just died last month!!
Can’t wait for your book.
This post is right on target. We often assume that people know more than they really do. For example, the other day I asked an Etsy seller to send me the URL of one her listings, and she didn’t know what that was. I was able to explain it to her, and she was so thankful for the information.
Love your blog. Just found it today, but I’ve added it to my Google Reader.
Really great advice. It really IS amazing to think of Jello & microwaves as unfamiliar and new. To think that if they didn’t educate their potential customers then both of them could have failed in the marketplace!
I made a video tutorial for a webinar on natural toys hosted by Mothering.com that detailed exactly how I made my wooden toys. While I struggled with the thought that I was telling the world exactly how to make them at home I realized that since it was presented in a natural toys webinar it was a good idea. Plus, potential customers saw how truly natural they were and also all the work that goes into them. Very few people went on to make them at home, instead I got a whole lot of sales out of it.
Good points, Megan. We’re at the point now of better marketing our line of rock climbing jewelry and I feel a video of the different combinations just screaming to be made!
mm, yes- this post definitely speaks to me. just yesterday, my neighbor was suggesting that i find ways to educate potential customers. my earring designs are rather unconventional & i suspect that more information & photos on models would be helpful. i send out additional information about the designs with orders, but perhaps i should include all of that information in my etsy listings? or a link to a blog post about my blade earrings?
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I love how this idea is like a lightbulb going off… I make (among other things) serving and organizing trays for the home. I should really come up w/ some very clever and quick way of grabbing people’s attention by showing all of the ways in which you can use a tray to immediately make an area feel organized and more aesthetically pleasing. Thank you!
Wow! This simple post has got my mind running wild! True lightbulb moment!
- tutorials
- models using your product
ways to help people “get” our product