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Hey All,
I've launched a new product to my customers that no one is doing in my vertical. It's been done with great success in several other niches but completely unheard of in my arena. As a result, no one is searching for it and no one knows they need it yet. No one is doing it because it isn't apparently obvious that it has other applications. Because of this, I have some serious educating and convincing to do. I'm doing it because I KNOW it will catch on and work. I just have to be clever.
My 3 main struggles so far:
What I've started doing:
The question:
I'm looking for ideas or suggestion from those who have had success in bringing something new to the market that isn't cool, isn't sexy, or no one knows they need. How did you overcome this?
I've launched a new product to my customers that no one is doing in my vertical. It's been done with great success in several other niches but completely unheard of in my arena. As a result, no one is searching for it and no one knows they need it yet. No one is doing it because it isn't apparently obvious that it has other applications. Because of this, I have some serious educating and convincing to do. I'm doing it because I KNOW it will catch on and work. I just have to be clever.
My 3 main struggles so far:
- No one is searching for it in my niche. (Some of my keywords are getting around 20 searches a month. Yup, two-zero. Some of the "good" keywords are getting 1200 or so searches.)
- Attention spans of a gnat. (People don't read unless you GRAB THEM HARD. So the standard landing page with nice headlines and a few good images won't cut it.)
- HIGH acquisition cost. (It's hard to thoroughly inform and educate with a single picture and 90 characters. This means less CTR and I pay for it. I've had clicks hit mid $2's.)
What I've started doing:
- I've begun building custom audiences using the customers from other niches with ads that use, " You use this for that, why not use it for this?" type of speech.
- I've been studying the guys that deal with the not so glamorous stuff like funeral homes, bankruptcy, life insurance etc.
- I've been using "old school" advertising and keeping away from the "cool" stuff because it's too expensive at the moment.
The question:
I'm looking for ideas or suggestion from those who have had success in bringing something new to the market that isn't cool, isn't sexy, or no one knows they need. How did you overcome this?
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