YOU’RE DOING IT WRONG
Stop trying to sell products. If you continue to look at your product or service as a literal, physical entity, you’ll never see all the underlying reasons people actually spend money. Even past functionality, the reasons people buy can be simplified down to specific variables. Most commonly, these variables tend to be basic human needs. One of the more important ones being physiological necessities — the need to stay physically healthy.
The prominence of this basic human need and the level of importance human beings place on it has, like all things, given it a high monetary value. So how does this value manifest itself and in what forms? Grocery stores, that sell food. Water utility companies, to stay hydrated. And several other groups, organizations, and industries that offer some sort of physiological service or product to stay healthy. One of the most popular and dominant? The medical industry.
My growth hacking studio and design agency Rock Candy Media has worked with several entities within the medical industry over the past decade. All of whom have proved that they had a desire to do more than just provide a service. That, with the right medical marketing strategy, it was possible to improve human life, while simultaneously changing the industry around them.
When these companies come to us for internet marketing services, our intent isn’t just to tell them but to show them that what your selling isn’t just a product, it’s a practice. By breaking down what a product actually consists of, in this case, a medical practice, you are able to really pinpoint and emphasize your strong points, while changing or doing away with the weak ones. But like the medical practice itself, it is a process.
DEFINING YOUR VARIABLES
The first step our growth hacking agency takes in forming a marketing strategy is to define our variables, or, the real needs that the potential customer is looking to fulfill with the product or service. Even though this is the first step, this is also the part that most Austin advertising agencies have trouble with. The reason why is because customers aren’t always as obvious or forthcoming with the reasons why they buy. As a result, companies don’t know the needs that are being fulfilled.
Take Kombucha for example. When Kombucha was first being made and sold manufacturers most likely intended on it being a drink to help with your gut health and overall wellness. Very straight forward. Today, it has evolved into a thriving cultural staple that people chug by the gallon in different facets of American life. But now for their social implications rather than physiological.
So, as a growth hacking agency, you have to remember that defining your variables is an ongoing process. Your product might stay the same, but your customers will change, and it will be up to your best judgment and marketing skills whether you should change with them or not. Which brings us to the next step — implicating the need within the product.
BRIDGING THE GAP
Once you’ve defined your strongest variable, you’ve got be able to convey to the customer that your product or service will be able to fulfill it. In the example of Kombucha, one of the strongest routes you could take would be through the labeling.
If it was the original human need you were trying to fulfill, and customers were buying for their health, maybe you would concentrate on powerful and informative ingredient copy. Maybe some certification labels. If it was the current reason people buy Kombucha, which is, to like, totally show people how earthy they are, then maybe you would focus on the design and color scheme to make it as noticeable as possible.
The important thing to remember with this step is that the idea or strategy came directly from the need it fulfilled or value it offered. If you can knock down these first two steps you’re on your way to a very solid growth hacking strategy and some profitable returns. But like we said, it’s a process. And this is only the first part.
Take a look at our Burn Book to hear some more growth hacking tips and to stay tuned for Part 2 of “The Product Process” series.
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