One Small “Nudge” can Catapult a Brand into Global Domination
“Go ahead, try it, what do you have to lose or should I say everything to gain?” This tried-and-true question for all innovators and risk-takers has created some of the world's most exciting and groundbreaking brands and products. Now, you need to ask your consumers that very same question.
How many things do you love that you had to be coaxed into? Sometimes, it can take only a slight nudge in the right direction. Or it can take years till you try something that becomes part of your everyday. Then you wonder if you weren’t ready for it before or maybe the time wasn’t right. Brands can’t afford consumer indecision. Time is a lot of money and sales. Brands have to amp up the reasons to love their products and get you to try them as soon as possible in the cycle. A nudge will create the spark for change and allow you to discover something new. How do we make an irresistible nudge?
Getting people to try your product is a logical and popular first step in gaining market share and ultimately dominating your category, worldwide. Samples can be an important way to make your brand known to media, buyers, and consumers, making it an easy way to grab attention. It’s not necessary but offering a free try lifts barriers.
People buy what other people tell them to try. All you have to do is “nudge” them in the right way. You can have people talk about your brand so others start talking about it and when everyone starts talking about it and consumers are hearing about it and seeing it in media... You won’t have to give them free samples. They will be embarrassed that they haven’t tried the trending new product. They will go out of their way to find it. You might consider getting your product in the hands of influencers and professionals who can do that for you.
Trying leads to buying, which leads to using, liking, and loving and ultimately sharing your product with others and talking about it. It creates word-of-mouth buzz on your brand and gives you a reputation that can't be taken away.
It’s your own consumers that are the answer to making your brand a star. Their opinion drives other people's perceptions of your brand.
The secret to maximizing sales is transforming interest into desire and desire into purchase.
Interest happens when somehow your product is seen, heard, felt, smelled and/or tasted enough times that it is recognized and flips a switch.
Desire is transformation of acknowledging into wanting...this happens in a variety of degrees and levels of passion. If a consumer really wants something, there is a lot of elasticity in what they will accept no matter their expectations. Likewise, if they don’t want your product, nothing about it will make them want it or think it's worth the cost.
A product gets bought when it’s at the right place at the right time at the right price. You have to engineer this process without your customer knowing about it or even thinking it's possible. They can’t know they are being manipulated or they won’t feel good about it.
This takes more strategy than strength because inertia is hard to push. You need the will and the drive to make it happen.
Even if you know where you are going, it’s easier to get there if you have a map.
And once your brand takes off, it will continue to rocket through check-out counters and pages.
Consumers won’t truly adopt anything they are not ready for – even if it’s better, smarter, easier, cheaper, convenient, or sustainable. They feel ready when your products make them feel better, smarter, more sophisticated and attractive.
You have to make it all feel right, cool, timely. You have to make them feel like they are in the know, a card carrying member of the right club.
You have to turn them into brand champions, and they will sell your products for you.
It all starts with a nudge. They should always feel that nudge...
