Over the weekend, there was an interesting story in the New York Times about the extent to which people are going online for guidance that was not provided by their instruction manual. Click here to see it.
Implications: My first thought here was to be proactive… if consumers prefer to go online for instructions (favoring a how-to video over the complicated written directions), why not provide it?
Have your customers gone “rogue” to find information not provided (or not clearly explained) by your product’s owners manual? It seems to me that, as they seek ideas about how to use/own your product, consumers are at extreme risk of hearing about other products and alternatives. Worse yet, their search for solutions might lead them to a competitor’s website.
Better you control the content than someone else… especially if that someone else is a competitor.
Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.
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