a single source, nothing corroborates it
Optimise for use, not for the sale
A transaction where the buyer never gets value produces nothing further, while a customer who actually uses the thing generates reviews, case studies, referrals, renewals and expansion. The board that goes into a cupboard earns nothing more; the person riding daily needs replacements for years.
The method
- 01
Aim at utilisation rather than the sale, because customers who actually get value are the source of referrals, reviews, case studies, renewals, upgrades and expansion revenue.
- 02
Optimise for the customer actually using the thing, not for the transaction, because activation is what produces reviews, case studies, referrals, upgrades and expansion revenue.
What it returned
Justin's skate shop example: a board that goes into a closet earns nothing more, while the two girls who ride daily will need shoes, wheels and replacement boards for decades.
Sources
- The hidden reasons why people are using your softwareJustin Jackson · justinjackson.ca · Examine the forces behind a purchasing decision · undated
- Optimize for usage, not just salesJustin Jackson · justinjackson.ca · Optimize for usage, not just sales · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in word of mouth
- Check word of mouth exists before you build8 unconnected · contested
- Turn buyers into fans instead of buying ads6 unconnected
- Show up in person where your readers are5 unconnected
- Make the second user arrive with the first5 unconnected
- Answer support as if it were the sales channel4 unconnected
- Give the hardest customers your hours4 unconnected