Let’s just get this out of the way: I’m an unabashed early adopter. I update my hardware, upgrade my software, and buy the newest solution to my latest challenge at the drop of a hat.
But that doesn’t describe everyone. Some people prefer to wait and see before they invest. They want to:
- See the results people get from a product
- Read testimonials about the experiences of real students in a class
- Look at reviews to see what people say about a product after it’s been around a while
In other words, they’re cautious. There’s nothing wrong with that! If you’re in this group, you proceed carefully and make decisions in a deliberate fashion.
The early adopter group, on the other hand, wants to be among the first to try something new. They believe:
- The sooner they get the new solution, the faster they’ll solve their problem
- Being “in on the ground floor” of a new product or service will allow them to influence the direction it takes
- Special pricing or benefits available only to early adopters make it a worthwhile risk
Think about your marketing process as having two phases
When you’re putting together the marketing plan for your next product or service, think about this phenomenon and work it into your plans.
Recognize that you may see an initial wave of early adopters. This group may buy from you because:
- They have bought from you in the past, and trust the quality of your products
- They desperately need your solution, and don’t mind taking a chance on a product with no history
- They see they’ll benefit from exclusive access, better pricing, or something else they value
After the initial wave of “early adopter” buyers, you can turn your attention to the “wait and see” crowd. By the time your product or service has some history, you’ll have the additional proof and testimonials this group needs in order to make a buying decision.
You can convince the “wait and see” crowd with:
- Customer testimonials for a real-life perspective on your offering
- Results achieved by your early adopter buyers
- Numbers sold, which can make this group feel more comfortable about buying