Which one of two would you prefer?
“Fixing your watch” or “screwdriver”?
Which one of them makes you spend more attention coins? This will become relevant for SaaS companies, stick with me.
I’ll go through a parallel first.
The parallel
Here’s another way to look at the discussion over the last two days about the way you should talk to people when presenting your product.
I’ll be playing the devil’s advocate with myself and think that one may go for screwdriver saying it’s more of an all-around solution. “You can use it for more than just the watch”.
The only thing is, once someone understand what someone does, which is definitely happening when “fixing your watch” is advertised, they can infer some other use cases of your skills.
Plus, for God only knows what reason, people who infer other use cases of your skills, automatically approve of your expertise in that field, since they don’t really need to test it — more often than not that happens.
We are by default skeptical when it comes to agreeing to have someone do something for us — it’s a safer bet, especially when a lot of money is involved. Evolution has proved that it’s been a good thing to think like that. Business, I’d add, is no exception to this rule. Buyers need to trust sellers and vice-versa.
But if you know someone has been selling watch-fixing and you’re not really into watches in the first place, you might assume that person knows how to deal with fine items and will find it easy to have an inquiry about your something else.
A speaker, let’s say, needs fine work repair. That “watch doctor” might be your go-to person. You’ll try.
How is this relevant for SaaS products?
Easy. Once again, if the way you talk about your product is “marketing management solution”, that sounds like “
Sure, I can imagine what can be done with it but when I’m told the impact of using it, it hits me 10x harder.
However, “We make video interviewing productive and personal”? That’s one notch over “we fix watches”, which gives me insight into how their solution is going to make my life better.
Not only that, they also probably speak directly to those in a company who have been having the pain of going through unproductive, non-personal video interviews.
The bottom line
Name a solution, not a tool. Don’t let people think. They won’t think the way you want them to think all the time.
Plus, your revenue will increase. Win-win?
About Ch Daniel
I run Chagency_, an experiences design agency — we help SaaS CEOs reduce user churn. I write daily on this topic and in similar areas. Here are my best pieces.
If I’ve helped you, follow me here and reach out: LinkedIn | Twitter | Email | Quora | YouTube
I’ve also founded an app (among others) that has got 6 digits in # of users — chdaniel.com/app
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