By Fernando Berrocal
Startup owners frequently ask for assistance concerning topics such as product and/or service sales, metrics, startup marketing, and product development. One primary area of assistance, however, is inbound marketing. In addition, it is also interesting that many founders also want to know how to develop a product that their final customers will adore–and eventually return to it as a secondary objective.
Knowing what the small business founders required, you must attempt to comprehend why some startups struggle to establish their brand while others appear to accomplish this feat so effortlessly. Try to imagine the common errors that businesspeople make from this point, and avoid following the common path. Continue reading to learn more about how it alters users' behaviors and habits and how to exploit that for your startup product.
Follow the Hooked Model template, and locate the product's hooks to start the process of turning your product into a customer habit. The essential steps of the Hooked Model are:
- the trigger
- the action
- the variable reward investment
However, don't simply pick and select one of those individually; bear in mind that this model depends on all of the operating elements working together for success. This is functional due to the fact that there is a complete method that accompanies each.
The initial trigger, which pushes the user to take action and is made up of two equally crucial components.
- The external trigger is the first and most basic component. It is something that will put the following action in line. Marketing often refers to a first external stimulus. This can take the form of advertisements, sales, content marketing, etc., or any other method you employ to introduce your product to potential customers.
- The internal trigger is the second trigger, and it is the one that is frequently disregarded. In this instance, it is the connections in the user's memory that hold the knowledge of what to do next. Given how we form habits, this is arguably the more potent of the two triggers. We respond in a certain way as a result of our emotional reaction to a specific scenario. Since emotional reactions are quite individual, founders must know precisely what kind of internal trigger they're coming to associate with. For instance, Instagram consciously associates with users “fear of missing out” (FOMO). The internal trigger for using Instagram is prompted by the user's response to that unfavorable emotion. That little bit of knowledge has big effects. So, use the chance to create an effective trigger that potential customers will react to while you're selling your product. Make sure your trigger is pertinent–remember, if it doesn't address a genuine issue they are facing or a topic they are interested in, they won't feel motivated to act.
The second phase consists of two components: the ability to act and the motivation to do so. The Hooked Model defines action as the most basic behavior carried out in anticipation of a reward. It also doesn't have to be difficult; it can (and should!) be as easy as pressing a button. Demanding too many of your web visitors to download your app is one of the most common errors startup founders make. Keep things straightforward since new users don't want a hassle–don’t overcomplicate a process that can be completed in a few simple clicks.
You must let consumers know what the benefit of their action will be to keep them motivated. Of course, they'll need more motivation if the action is more significant. But keep in mind that the Hooked Model is designed to be a complete system. Therefore, even if a user has tremendous motivation and ability, nothing will happen if there is no trigger to cause action. You need to give them something in return for their behavior, now that you've encouraged them (and reward them accordingly).
Varying Reward and Investment
Investments do not always include financial transactions. An investment to a user is any type of dedication to your product. That could entail setting up an account, subscribing to a newsletter, or even just updating a profile. The ability of an investment to store wealth is one of its other key features. A product, whether it's data, music, followers, etc., gains value for the user as they invest in it. The habit of consumers interacting with the product is strengthened by this value. In some circumstances, the investment turns into a reputation, which might have an actual monetary value. A user who places value on your product acts in anticipation of a reward in the future. When the appropriate moment arrives, the user replies, and the cycle resumes after loading a fresh trigger. Finally, a warning: The largest error founders make is to ask the user to invest money when the user has no idea when the return will materialize. Without expectation, they would have no motivation to act; as a result, everything falls apart.
This final action, which might take the form of an email, alert, or notification, is a vital external trigger that aids in converting a one-time user into a recurring user. The idea is to set off the user's internal trigger, so they will open your product each time they experience a particular emotion. You must continue to transmit external triggers before that occurs. These external retention triggers will make it easier for new users to reactivate the hook cycles, which must be done a certain number of times before they have formed a new habit. They have created an internal trigger when they eventually connect opening/using your products with the sensation they get from doing so. Utilizing your goods after that will support such feelings. That is the exact moment that they are hooked to your product.