Case Study: How to explain a hard-to-understand product

Topics: Messaging & Copy | Customer Experience
For: Both B2C and B2B

👤 Question from

Michael Hoffman, CEO of LeanMail - a software toolbox that provides additional features to Microsoft Outlook and makes emailing easier, faster, and more productive.

❓ Question

We sell a solution for Microsoft Outlook users that thousands of people find indispensable.

The challenge is that when someone thinks about improving the way they manage email, their ideas are based on what they know and not on something completely different (as is our method).

Giving demos does not work because people need a small amount of education before they start to understand it (a good analogy is driving a Ferrari. You need a bit of instruction to learn how to drive one, but then you are faster than the rest).

What are some ways of getting around this? How do we best show the possibilities of the product?

🎓 Answer

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