Does your product prevent problems before they happen?
Achieving traction with these products needs a different kind of strategy.
I came across a new product yesterday that reminded me of my time at Ghostery, another preventative product suite aimed at protecting your privacy.
The real challenge with preventative products lies in getting users to see the value of a solution for a problem they haven't experienced yet.
Take pet insurance, for example.
According to Forbes' 2024 Pet Insurance Statistic, only about 4% of dogs are insured and about 1% for cats.
When something completely unexpected happens, the cost can be enormous, but by then it's too late.
The solution is no longer getting insurance—it’s setting up a GoFundMe page.
If users don’t feel the pain point, they will unlikely seek a preventive solution.
So, 𝗵𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗯𝘂𝗶𝗹𝗱 𝘁𝗿𝗮𝗰𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝗮 𝗽𝗿𝗲𝘃𝗲𝗻𝘁𝗶𝘃𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻?
The key is focused messaging.
► 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: Create content that educates your audience about potential risks and the importance of prevention. Blogs, webinars, and videos can be incredibly effective.
► 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝗶𝗲𝘀: Share real-life examples of how your product has prevented significant issues for other customers. Success stories can be powerful.
► 𝗜𝗻𝗳𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀: Visual content helps to illustrate the risks and the benefits of using your solution. Infographics can make complex information more digestible.
► 𝗜𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝘃𝗲 𝗧𝗼𝗼𝗹𝘀: If possible, create tools that allow users to visualize their risk and see the potential benefits of your solution. Tools like savings calculators or risk assessment quizzes can engage users effectively.
Promote these through channels like social media and closely monitor user interaction.
This will inform you on what resonates most with potential users and can give you insights on if and where you need to pivot.
Any other tips I might be missing here? Would love to read them in the comments.
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