In the world of software products, we often fixate on dollar signs when discussing costs. But there's another crucial currency at play: the energy investment required from your potential customers.
Taking a step back, the true cost reveals itself:
- Learning about your product
- Evaluating your product vs. alternatives
- Setting up my account/profile
- Migrating from my existing provider
- etc...
The list goes on.
On top of all of this–yes–I also have to pay for access. What a drag!
You are a stranger to me
To new visitors, you're just a stranger on the internet.
When's the last time you gave a stranger $100?
Without an established relationship, why should anyone invest significant time or money in what you're offering? This initial skepticism creates a barrier to entry, which is often why prospects end up bouncing off your landing page.
So...shifting to focus on building that relationship first is often the key to unlocking top of funnel growth.
How to reduce your product's "Activation Energy"
Consider your pricing strategy as a trust-building exercise.
If your core product costs $100 monthly, begin with a focused, high-value automated audit for just $19.
If your product is already in the $19 range, start by offering genuinely valuable free content through a newsletter.
(...and if you need an example of what that looks like, well look no further! 😎)
The key word here is "valuable" - this isn't about creating mid blogspam content as bait.
Provide real insights that demonstrate your expertise and commitment to solving your customer's problems.
Make it as stupid simple as possible to get potential customers through the door initially, and soon you'll be swimming in sweet, sweet subscriptions.
After all, once you've built enough trust with enough people, getting paid is just a formality, really.