At its core, resistance to change is a label we apply to people who seem unwilling to accept a change. But for the most part, it isn’t the change itself that people resist. People resist change because they believe they will lose something of value, or fear they will not be able to adapt to the new ways. The first step is for individuals, companies or even societies to be able to acknowledge the benefits of change and why or how they desire it to happen. This is one of the main reasons why Disruptor companies often struggle to “break” the market or make an immediate impact through their marketing channels despite hefty budgets being spent.
It is incredibly fun to be the disruptor, but it isn’t easy. There will be plenty of cynics and trolls. So, what should marketers do when they are marketing a disruptive product or service? I have worked with several technology companies that operate in the so called “disruptor” field and have compiled 3 basic tips and strategies below that can positively impact a company that is operating in a disrupting industry while avoiding the pitfalls that come with being a pioneer.
Test The market
The most effective way to choose a direction for your messaging is to test the market. It is easy to test various messaging approaches on small sub-segments of your audience to see which one resonates the best with each industry or market you are targeting. There’s no need to guess at what may or may not work – test, test and test again. Once you figure out your message, learn how to use that messaging to effectively nurture your prospects.
Maintain your ethos
Once you identify the best messages and story, stick with them. Consistency is critical to building a brand and a position in the marketplace you are trying to break into. It is easy to take the pessimists to heart and change directions, but resist the urge to do so. If you have effectively tested your messaging, stick with what is working with your target audience, and don’t get drawn off course.
Share the love
Nothing makes a difference like real-world experience. What is important is that those who have the opportunity to experience your solution firsthand have a great experience. Perhaps even more important is that they share it. Make the experiences you deliver early on so memorable that people can’t wait to share them. The most powerful path to success is through the stories your first customers and partners share, so make the experiences you deliver worth sharing or there is no point in doing it at all.
I could also add, avoiding the norm here and by that I mean, what your competitors or other companies have already done but I am pretty certain that from the 3 tips above, it is quite clear it is best to celebrate your individuality and embrace your company size or placement in the market accordingly.
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