“Give a man a fish, and you’ll feed him for a day. Teach a man to fish, and you’ve fed him for life.”
It’s kind of common-sense/basic, but it’s easy to overlook: people are more likely to do something if they already know how. It turns out that most people aren’t as adventurous as they’d like to think.
If you show me how easy it is to use your product, I’m more likely to buy it. On the other hand, if you just tell me what great features it has, I’m less likely to do something about it.
Let’s say you have a new way of purchasing things, such as by bumping two smartphones together. If you tell me how it works, I might be nervous about it. What if something breaks? What if the phone somehow transfers all my texts to their phone? Will it be hard to keep track of it?
But if you show me how it works in a way that’s fun and not condescending, it becomes easier, because I’m already familiar.
Before any of us understood what it was all about, Common Craft made a video using paper cutouts to explain Twitter in plain English.
Remember, by default we aren’t very adventurous. Show the rest of us how easy it is to do/use your new thing, and we’ll jump on board.