Your challenge
Temptation!
When you launch a new offering, you may be tempted to focus your time and efforts on promoting the most unique features,
i.e., the ones that represent a genuine breakthrough with regard to the status quo. This behavior makes sense: providers are proud of showing their ability to innovate. Unfortunately, the market seldom reacts accordingly.
Indeed, most of the time, and from a customers’ perspective, innovation means risk. When you launch a new product (or a new service), there are very few reference-able customers – if any. Benefits are far from being proven. Conditions of adoption are not clearly defined… Providers’ temptation to sing the praises of the new product goes against customers’ need to be reassured. And the more providers persist in extolling the merits of the product or service on offer, the more customers express their need for reassurance.This is a typical case of misalignment between the buying and the selling side, and it usually leads to disappointing sales results.
High-tech marketing experts know this phenomenon very well. It was popularized in the 1990s by Geoffrey Moore, who coined the expression “crossing the chasm” to depict it.
Link4LEAD's response
In order to avoid creating an understanding gap between providers excited by their unprecedented ability to innovate and their customers who stand for reassurance, we offer a very pragmatic approach aiming to align the message with customers’ perception in near real time.
Our program « Launching a new offering » consists of helping you articulate a first release of your message and enable you to assess its effectiveness when exposed to your target audience. We design and author your Smart Audit Interactif that will enable your target audience to evaluate on their own where they stand with regard to the conceptual domain associated with your new offering. Quickly, you can figure out whether your target audience is responsive to your message, or if you need some more work to make it more compelling. This process allows you to get almost real-time feedback and therefore adapt your message through an iterative approach, characterized by short feedback loops.
To summarize, our approach is empirical and consists of “thinking on your feet”.
Your benefits
- Your messages are created and their effectiveness is tested quickly.
- Time to market is reduced as you reach your target audience more effectively.
