Lowering Barriers of Entry

I’ve always been from the school of thought that you’re never to discuss religion or politics on a first date. Stay with me here, this isn’t a post on either, but simply used as a vehicle to get my point across.

More than ever our country is ready for a change. A large majority of people have been dissatisfied with the way our country has been run the past 7 years. The candidates we’ve elected in the past are no longer working. These people (customers) are ready for a dramatic change. When things get pushed to the brink as they are now and people decide they can no longer take it, they are more open for dramatic change. That’s why I truly believe that Hillary and Barack have such a great chance at winning the Democrat bid (and Presidential election) more than any other time in history.

It’s not about race or gender anymore (regardless of what people say…don’t get me started on this), but rather the person who is so far removed from your current situation and who is willing to represent your interests the best and can get the job done. Voting for these two Democratic front-runners is no longer a stretch. Voters are asking themselves how much worse can things get?

How does this relate to your business or industry? Are your customers fed up with you and looking for a dramatic change or are is your business that change they are seeking? If its the former, then chances are you’re already dead in the water, but if you are the latter, then I suggest doing whatever you can to get people on your side. Break down the barriers of entry. Make it easy for people to leave their current situation. Don’t make them stretch.

Try these four steps to allow for easy customer adoption to your product or service:

Flatten and shorten the learning curve customers require to get instant gratification out of the box. Take for example the iPod. Most people can open the packaging and begin using the device without even looking at a manual.
Include a manual that is well written, indexed and contains many pictures. Understand that people learn in different ways.
Make not only converting to your product or service easy, but also switching from your product. Users that don’t have to take the leap of faith just to use your product will be more likely to adapt and bring friends along with them.
Test your product on your Grandma.

Additional Resources:
Guy Kawasaki – The Art of the Start

Another Great Wave courtesy of Chinup