Читать книгу The Customer Education Playbook - Daniel Quick - Страница 26

It may seem counterintuitive, but an essential part of using customer education to boost product adoption is to remember that your customers and prospects don't care about your product! One of the most famous and often-quoted adages in marketing was coined by Theodore Levitt, who said, “People don't want to buy a quarter-inch drill, they want a quarter-inch hole.¹ It's outcomes that matter, not the product that facilitates that outcome.

Let's look at an example using a landing page builder app. If your training focuses on how to use the features of creating a landing page, such as how to enter a heading or add links, it doesn't deal with what users are really looking for. Rather than thinking about what the product does, think about the principles of landing page conversion and optimization. Your users want to generate sales, not just build a landing page. Education that focuses on how to build a page that's optimized for conversion, SEO, or best-practice design will be far more impactful.

Bottom line? Look to create customer education that talks about use cases and puts the value proposition as the star of the show rather than focus entirely on features and functionality. Your customers have hired your product to do a specific job, and what they really want to know is how it's going to help them make their lives easier.