Early Adopters vs Everyone Else

If you want to appeal to early adopters, you need to sell them on how innovative you are.

If you want to appeal to just about anyone else, you need to sell them on why they can trust you.

Early adopters seek innovation. They want the newest, shiniest thing. They like risk. They'll put up with things breaking because it's worth it to be ahead of the curve. They're buying the cause the product represents.

Everyone else seeks trust. They want the thing that will work, every time. They like certainty. They'll choose the thing that's proven to work for people like them. They're buying the security the product gives them.

All of us seek to be understood. We pick the thing that helps us tell the world who we are and what we believe.

Whatever you're selling, innovation or trust, your marketing needs to be focused on proving it.