Comfort

Perhaps the hardest part of getting a customer to try a new product is getting them over their fear- fear of a bad experience, fear that someone will make fun of them, fear they will be ripped off.

There’s a psychological reason why franchise businesses do so well. We all form a minimum expectation with each one, based on past experience, and they are designed to consistently reinforce that expectation. That’s why the brilliant Mom-and-Pop may struggle next door to the mediocre chain. In most minds, the reward of a fantastic discovery does not exceed the perceived risk of a bad experience with the unknown.

So the mediocre chain survives and expands. Thus is the struggle of any new product or service.

The problem isn’t being brilliant once a new customer in the door- it’s getting them out of their comfort zone and through your door for the first time.

Peter

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