How often have you been shopping and, while looking at something that might be suitable, you just had the feeling that it wasn’t right? When shopping for houses last year, we had that feeling many times (too many times). They were, for the most part, all nice homes, but they just didn’t do “it” for us. Sometimes we could articulate the reasons, other times, it was something less tangible. In every case, except for the last one, of course, we walked away without becoming a customer.
We finished house hunting about two years ago and I hadn’t given that feeling a second thought until I came across a blog post about making the Build vs. Buy Decision. Point 4 of that post, whether it is cheaper to build than to buy, got me thinking about one of the value propositions that technical communication frequently asserts–to increase product adoption. To tie it back to house hunting, let’s call it making it easy for potential customers to see themselves using your product and becoming a customer instead of just a prospect.
Try it, you’ll like it!
In API marketing, one of the methods recommended to promote your API to potential customers is to provide some easy way for potential customers to take a test drive. Options such as providing a sandbox, having an accessible Hello World application or example, and providing tutorials that provide solutions to common customer pain points. The idea is to get them into the driver’s seat and let your potential customers take it for a spin. The lower the barrier to entry, the easier it is for your potential customers to see if this is a product for them and to see themselves as satisfied customers.