Time and time again, tech founders and innovators launch products that are hard to describe and understand by their target market. You are a world-class expert in your product. Which is exactly why it's hard to describe to someone else who hears about it for the first time. This is called the curse of knowledge.
In fact, the most common reason for new product failure is not matching a product with a hungry market. And they can't be or get hungry, if they don't understand what your offering is.
The curse of knowledge
They just want to know what your product or service does for them. And why it is relevant for them-right now. It's best to focus on what lies in your control: what you say. What you say needs to overlap with what they know and understand, so that it connects with their needs.
Road test your ideas in the hardest market for attention on the planet: online advertising. If they don't click, they definitely won't engage when you do launch. A good message will work in any channel, so stack the odds in your favor while you're still new to the market.
A clear and effective online message and positioning translates to other mediums
You implicitly make a promise on that first click. Make it the right promise. Be sure that you're saying something your audience will pay attention to, even if you haven't launched yet..
Here's how it works:
When you're done, you have an optimized message that you can confidently use to stand out in your market segment.
When starting, we will agree a timeline that works for you. Some availability of subject matter experts on your side is required when kicking off the service. Depending on resource availability on both sides the overall service is delivered over 1-8 weeks.
Note: landing page creation is not included as part of this service.
Launch with an eye-catching offer or deal
Attractive relative to alternatives
Less expensive for you to scale and market with better clickthrough rates
If scratching your own itch, you must know if others have that itch too.
Get directly to underlying concerns rather than leave people confused
Addresses a clear pain point the customer provably has
Find 10-100x differences in messge effectiveness before you hit full throttle
Work with Luke Szyrmer and his team, an experienced innovation, product and marketing expert.Using unrefined techniques similar to those applied in Attention Insurance, Luke ensured that his book Launch Tomorrow was a bestselling success, despite being relatively unknown at the time:
Since then, Luke has built a practice working with founders and established businesses to match early stage products and ideas to market quickly, and to position them for high growth and scale.
The approach broadly applies across most industries, because it's based on interacting with audiences. The principles are largely independent of technology.
Click the button below and get started!
Paid advertising/acquisition costs are not included. Launch Tomorrow will advise on options to keep the overall cost of testing as low as possible. As paid advertising is for a 3rd party, it is not included in the solid money back guarantee.
With Attention Insurance, we're primarily focussed on optimizing your click through rate for ads. While not a perfect measure, they provide numeric input to help you prioritize messaging and build the rest of your business around it.
If you provide:
and don't see at least a 100% spread between the best and the worst ideas we test together during the project, then let us know. We'll refund your fee promptly.
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