If you want people to buy your product, then people will need to need your product.
Unfortunately, why people need your product, especially if it comes with new concepts, may not always be apparent to consumers. They may not even be aware that they’re living with an inconvenience and if they’ve made do up until this moment, why the sudden need to change?
As Henry Ford once famously said, “If I asked the people what they wanted, they would have said faster horses.”
The best way to point out inconveniences while sounding genuine is with a narrative. Otherwise you run the risk of sounding like an infomercial.
Start with how you discovered the problem and which groups you observed have struggled with the same issues. You’ll notice after a quick browse of crowdfunding campaign videos that they usually tell you about their first iterations of product design. What were the challenges and how did they overcome it?
Then share how your beta market - which can include yourself and your staff - have reacted and what changes it’s made.
You’ll notice that this method is highly dependent on market research and product development. That’s because we’re focussing on being genuine about the value we’re adding to the market.