Tension drives forward motion

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Suppose we have a product that needs to be launched in the market. And let’s say this product is a major change for our customers because it is a new way of doing things that are already working fine. (Something like Google Workspace vs. Microsoft Teams vs. Slack).

So, how do we position ourselves to make our audience accept us and make the buying decision?

We can approach this in two ways:

  1. Change is difficult, but if you don’t buy our product and continue with the alternative, then you’re not doing the right thing because it’s not good for you in these many ways. You have to come on board with us.

  2. Change is difficult. Here is how our product is different and a better choice for “you” than your current alternative. We will be with you throughout the change process, and we promise you will come out better at the other end. Would you want to come on board with us?

Now, both of these approaches are putting some pressure on the customers. But they are still different.

In the first approach, we are putting the pressure of “fear” on the customer. Fear paralyses human beings. It can put us in a place where there is confusion and generally doesn’t set a clear directive for action. Even when there is a clear directive, the customer isn’t on board because he wants to; he’s on board because he’s scared. And in the long run, it doesn’t give us their loyalty and ends up making all parties unhappy.

In the second approach, we are putting pressure of “tension” on the customer. We don’t deny the fact that we are asking them to adapt, because it’s true. And adapting is difficult, but the other end is way better than their current state. They have a choice to commit, and once they do, it creates tension. And tension drives a forward motion.

Change is difficult, and it holds our customers back from making a decision. As marketers, we cannot avoid putting some pressure on our customers. It becomes a necessity.

So, the question becomes, What kind of pressure do we want to apply?

If we come from a place of doing right by the people we serve, then I believe the second approach is the only way to do this.

(Originally written on 21 Apr 2022)

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