What I Think About Asking Users How Your Product Actually Helps Them
I recently stumbled upon a fascinating approach to marketing, or rather, *anti-marketing*. A founder I heard about decided to ditch all the conventional promotional tactics that felt forced and inauthentic. Instead of shouting about features and benefits, they took a far more subtle and insightful route: they asked their users a simple, direct question: "How has this helped you?"
This got me thinking about the fundamental disconnect that often exists between what *we* think our product does and what our *users* actually get out of it. We spend countless hours crafting the perfect pitch, highlighting the features we’re most proud of, and meticulously defining our target audience. But what if we're completely missing the mark?
The Problem with Traditional Marketing (Especially for SaaS)
Let's be honest, most SaaS marketing feels… generic. It’s the same tired tropes repeated ad nauseam: "Save time!", "Be more productive!", "Unlock your potential!" These phrases are so overused that they've lost all meaning. They become white noise, easily ignored by potential customers who are bombarded with similar messages every day.
And the problem is compounded when you're a founder who genuinely cares about your product. You *know* it can help people, but trying to articulate that value in a concise, catchy slogan often feels… gross. It feels like you're selling something, rather than offering a solution.
Plus, traditional marketing often focuses on *features* rather than *benefits*. We get so caught up in showcasing the technical wizardry behind our product that we forget to explain how it actually improves people's lives. We assume that users will automatically connect the dots, but that's rarely the case.
The Trap of "Feature-Driven" Thinking
It's easy to fall into the trap of feature-driven thinking. We build a cool new feature, and we immediately want to tell the world about it. But the truth is, most users don't care about the underlying technology. They care about the *outcome*. They care about how the feature solves a specific problem or makes their lives easier.
Imagine you're building a project management tool. You spend weeks developing a sophisticated Gantt chart feature. You're incredibly proud of it! But your users might not share your enthusiasm. They might be perfectly happy with a simple to-do list. They might not even understand what a Gantt chart is!
So, instead of highlighting the Gantt chart feature, you should focus on the *benefit* it provides. For example: "Visualize your project timeline and stay on track." Or: "Identify potential bottlenecks and avoid costly delays."
The Power of User-Generated Messaging
This is where the founder's approach becomes so brilliant. By asking users how the product has helped them, you're essentially outsourcing your marketing to the people who know your product best: your customers. You're tapping into the power of user-generated content (UGC), which is far more authentic and persuasive than anything you could create yourself.
When a potential customer hears directly from an existing user about the specific benefits they've experienced, it carries far more weight than any marketing claim. It's social proof in its purest form. It's a genuine testimonial that resonates with other users who are facing similar challenges.
Why This Approach Works So Well
* Authenticity: User-generated testimonials are inherently more authentic than marketing copy. They're real stories from real people, not carefully crafted slogans designed to manipulate emotions. * Specificity: Users often highlight unexpected benefits that you might not have even considered. They provide specific examples of how the product has helped them in their day-to-day lives. * Relatability: Potential customers are more likely to relate to the experiences of other users who are facing similar challenges. They can see themselves benefiting from the product in the same way. * Credibility: User testimonials are far more credible than marketing claims. They're perceived as unbiased and trustworthy.
How to Implement This Approach
Okay, so you're convinced. You want to start asking your users how your product has helped them. But how do you actually implement this approach? Here are a few tips:
1. Choose the Right Moment: Don't bombard users with requests for feedback the moment they sign up. Wait until they've had a chance to actually use the product and experience its benefits. The founder in the story waited until users had been using the product for a while. 2. Keep It Simple: Ask open-ended questions that encourage users to share their experiences in their own words. Avoid leading questions that suggest a particular answer. The founder's questions were perfect: "How has this helped you?" and "Would you recommend it to a friend? Why?" 3. Make It Easy: Make it as easy as possible for users to provide feedback. Embed the questions directly within the app, or send a simple email with a link to a feedback form. 4. Show Appreciation: Thank users for their time and effort. Let them know that their feedback is valuable and will be used to improve the product. 5. Use the Feedback: This is the most important step! Don't just collect the feedback and let it gather dust. Actually *use* it to improve your product and your marketing. Identify common themes and use them to craft more compelling messaging.
Specific Examples of Questions to Ask
Here are a few more examples of questions you could ask your users:
* "What's the biggest problem this product has helped you solve?" * "What's your favorite feature, and why?" * "How has this product made your job easier?" * "What would you tell someone who's considering using this product?" * "What's one thing you would change about this product?" (Even negative feedback can be valuable!)
What I Would Do Differently
While I love the simplicity of the founder's approach, there are a few things I might do differently. First, I would segment the users based on their usage patterns. Users who are highly engaged might have different experiences and insights than users who are less active.
Second, I would consider offering an incentive for providing feedback. This could be a small discount, a free upgrade, or even just a public shout-out. An incentive can increase the response rate and encourage users to provide more detailed feedback.
Third, I would actively promote the user testimonials on my website and social media channels. This is a great way to build social proof and attract new customers. I would also consider creating case studies based on the most compelling user stories.
Finally, I would use the feedback to continuously improve the product. If users are consistently highlighting a particular pain point, I would prioritize fixing it. If they're raving about a specific feature, I would invest in making it even better.
Turning Feedback Into Actionable Insights
It's not enough to simply collect user feedback. You need to analyze it and turn it into actionable insights. Here's how:
* Identify Common Themes: Look for recurring patterns in the feedback. What are the most common problems that users are facing? What are the most popular features? * Prioritize Issues: Focus on addressing the most pressing issues first. Which problems are causing the most frustration for users? * Develop Solutions: Brainstorm potential solutions to the identified problems. How can you improve the product to better meet the needs of your users? * Test Solutions: Before implementing any changes, test your solutions with a small group of users. Get their feedback and iterate as needed. * Measure Results: After implementing the changes, measure the results. Has the problem been resolved? Are users more satisfied?
By following these steps, you can transform user feedback into a powerful tool for product improvement and business growth.
Ultimately, the founder's approach highlights the importance of listening to your users and understanding their needs. It's a reminder that the best marketing isn't about shouting the loudest, but about genuinely connecting with your audience and providing them with real value. It's a great way to cut through the marketing noise and focus on what truly matters: helping people solve their problems.