Communications strategies for effectively conveying new ideas for adoption against established framework
I've invented and patented a new product that belongs in the “new mousetrap” category, That said, I only place it there because of its novelty. It's not actually a mouse trap. Communicating its value to my typical users is challenging. The product is faster, more efficient, easier to use, and requires less effort, Has multi-purpose applications competitors cant offer and is guaranteed significantly longer than our competitors. It's appearance is unfamiliar, and very simple making it easy for people to brush off and easy to misunderstand at first glance. When I can demonstrate it in person, users love it and quickly grasp its benefits. During our beta-launch year, we sold hundreds of orders.
This year I need to simplify my messaging dramatically. Being close to the product makes me over-explain, and I’m not always aware of the key pain points that resonate with our customers although I thought I was because it was an invention discovered out of necessity and engineered to be better than my original prototype i used for 6 years without ever having to replace it. We’ve already asked for customer feedback, but it’s difficult to obtain enough insight in today’s environment where everyone is seeking information from their own audiences. The main goal is to communicate the product simply, clearly showing how it works, why it’s better, and how it can be understood through our advertising, website copy, and other content.
Humbly seeking relevant insights and ideas beyond the obvious of UGC, Reviews, Etc. we're doing the best we can to collect as much of that as possible already. This is strictly about content copy and communications strategies for effectively conveying new ideas for adoption against established frameworks.