Getting right into user’s mind

Positioning your product is critical in order to achieve higher acceptance and returns. If the end user is not able to percieve your product better, its usage and benefits; it is hard to get your product placed in the right position. Are you ready to position your product or service? Try this:

• The easiest way to get into user’s mind is to be different. It is really important to communicate how are you different from others and how will it benefit the end user. For Eg: “Pet Airways – A pet airline where pets fly in the main cabin. Not in Cargo!”
• Defining utility of a product or service can be critical for success as user should be able to percieve your product or service right and can understand the benefits. For Volvo that one thing is “Safety”.
• Information should not be bombarded onto user which makes them feel overloaded with it. The precise and to the point communication helps users to take quick decision. User tends to remember short and simple information easily that long and harder. For Eg: A secure way to pay.”
• Positioning a follower is one big challenge. To change the impact of the leader’s brand, you need to get into user’s mind for why you. The first step is to identify one specific attribute that sets the product, service or brand apart from competitors. For Eg: “Avis is only no 2 in car rentals, so why go with us? We try harder.”
• Ease brings many happy customers and gets into their mind. You have to work on the ease of your product or service’s use and communicate that. For Eg: Consider the case of Dominos – Order Pizza online”.
• Understand your users. They are different and their skills, knowledge and preferences. You should understand their requirements, skills and differences which your product or service should be able to serve. For new kind of features or technology, train users in a concise approach which will help them to learn it quicker and better. For Eg: Google introduce new features (in their products) in small sets and then help users to learn it quick and feel comfortable before launching the next set.