Talk about that one thing that provides the most value and talk about it a lot.
How does your product create convenience for your customer now and improve their future “later”?
This is one metric that matters a lot when communicating your product to users online and offline.
It doesn’t matter whether it runs on AI or your servers are stored 15000 meters below sea level and are cleaned by whales for hire, how does it create convenience now and/or later?
Communicate your convenience clearly and the customer will automatically envision their future with your product in it.
Talk about that one thing that provides the most value and talk about it a lot.
When M-pesa one of Africa’s biggest successes was still in its early years, their messaging was very simple “Tuma pesa kwa njia ya simu”, “Send money using your mobile phone”. And this was communicated everywhere, it was almost like a tag line.
There were already signs that people we were using M-pesa for a varied number of reasons especially during its growth stage but even then the messaging to the customers remained simple, that you could send money using your phone, to your parent back home or to family conveniently.
They could have sold us the future or the fancy tech that they were using but they simply chose to sell us the convenience that the product was providing at that moment. Even with other alternatives coming up later we could not envision our future without M-pesa.
Even now when M-pesa has several product offerings from APIs to more than 600k businesses using its business-specific solutions, to the end customer the messaging remains simple “Lipa na M-pesa”, this is the only convenience that the end customer needs to know about and have.
So what is one point of action that you can focus on that will truly provide convenience to your end user or customer now and continuously so much so that they will not be able to envision a future without you.
Applying to multiple jobs can be frustrating to many people for a varied number of reasons, if you are in the space, what is the one convenience that you provide that makes this process a little less stressful? Different resumes fine-tuned to fit different industries and different skill sets? A singular place to find quality jobs?
If you are in fintech, why would I want to save 20 shillings every day? Why should I forego my snack to save on the app, how does this create convenience now and improve my life later, I should be able to see it somehow.
These are just a few examples but you get the gist of it.
Communicate one thing that can provide convenience now and improve the future “later”.
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