For years market experts have debated about whether you should approach new product development from a rational or emotional advertising approach, but the simple reality is that you should probably ignore both. Emotions do tend to drive behavior, but your logical side certainly plays a role in that. Without dealing with the extensive literature on that debate, is there any way to decide how to move forward with your next product? Absolutely. Try these tips.
- Choose A Product that Changes the Market: People inherently want something that’s new, different, and amazing. Even when market research says they’re happy with what they’ve got, if you have the next big thing, it should be your focus.
- Choose a Product That Builds Comfort: As much as you want that next big thing, it needs to feel just as comfortable as the old thing they love. So the idea there is to make sure your customer base is open enough to that idea to feel comfortable with it. You have to build trust with your new product in a way that helps your customers get excited about it.
- Add Logic: The comfort piece is the emotional part of the puzzle. People need a logical reason to trust your product too, though, and that starts when you give them solid reasons to switch to you over anything else.
The emotional side of your customers will certainly play a role, but so will the logical side. Addressing both of them is a tough challenge, but one that we can help with. Contact us today to learn more.