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How to Reach and Sell to Early Adopters

How to Reach and Sell to Early Adopters

my notes ( ? )

early adopters are not innovators, but are "willing to experiment... [but] they're not guinea pigs"

  • make them feel they're getting something special, early
  • they "are willing to work with your minimum viable product if it solves their problem" Give them something to test. But their reputation is on the line, so prove you're cutting-edge, innovative - don't ask them to be innovators, show them innovator case studies & testimonials.
  • they like innovation & being seen socially as experts
  • show them value ASAP, & reward them spreading the word: Dropbox's referral campaign took their "user base skyrocketed from 100,000 to 4,000,000" in 15 months
  • get their feedback

Contextual targeting:

  • reach them in their niches
  • target people who (are aware they) have the problem, before they start seeking a solution. So ask Who has this problem, where do they hangout, what are their interests, "why aren't they seeking a solution, and how can we address this?" -> persona for ads

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See also: Communication Strategy , Content Strategy , Content Creation & Marketing , Innovation Strategy , Communications Tactics , Media , Communications Strategy , Business

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