Crafting The First Mile of Product: A Guide to Engaging New Users

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Hatched by Glasp

Aug 31, 2023

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Crafting The First Mile of Product: A Guide to Engaging New Users

When it comes to attracting new users to your product, the first 15 seconds are crucial. During this short window of time, you need to capture their attention and convince them that your product is worth their time and effort. But how can you do this effectively?

One key insight is that users in their initial interaction with your product are lazy, vain, and selfish. They don't want to invest extra time in something they don't know, they want to look good quickly using your product, and they want to know what immediate benefits they can gain. Understanding these characteristics can help you tailor your approach to engage new users effectively.

A common phenomenon observed in social products is the impulse to jump back into the platform after posting something. This is because the user's ego is on the line. They want to see how others react to their post and validate their status within the community. Incorporating features that provide immediate feedback and validation can be a powerful way to keep users engaged.

Another important aspect to consider is the concept of novelty and utility. In successful networks and tools, there is often an immediate novelty or utility that precedes the larger promised benefits. People don't want to have to explain your product, especially in the first mile. They want a solution that is familiar and easy to understand. Instead of focusing on being original, opt for a more effective and familiar approach.

The first mile of a user's experience is the top of your funnel for new users, and it should be the most thought-out part of your product. Many established products make the mistake of taking their large user bases for granted and fail to maintain simplicity over time. To ensure continued growth, it is crucial to allocate at least 30% of your energy to the first mile of your product, constantly refining and improving the user experience for new users.

But what about creating content for your product? Should you focus on writing notes for yourself or consider your audience? The answer may surprise you. By default, it is recommended to write notes for yourself, disregarding the audience. This may seem counterintuitive, especially if you plan to use these notes for public work. However, the cognitive load of considering a reader can often lead to writer's block and hinder your ability to distill complex topics effectively.

Instead, focus on creating evergreen notes that serve as a foundation for your writing. These personal notes can then be transformed into publishable prose for a wider audience. By separating the process of note-taking from writing for an audience, you can save time and reduce the mental burden associated with crafting content.

In conclusion, crafting the first mile of your product is crucial for engaging new users and driving growth. Understanding the characteristics of lazy, vain, and selfish users can help you tailor your approach to capture their attention and provide immediate benefits. Additionally, allocating a significant portion of your energy to the first mile is essential for maintaining simplicity and attracting new types of users.

Three actionable advice to consider:

  • 1. Incorporate features that provide immediate feedback and validation to keep users engaged and satisfy their ego.
  • 2. Focus on familiarity and utility rather than trying to be overly creative or original. Users want solutions they can easily understand.
  • 3. Separate the process of note-taking from writing for an audience to reduce cognitive load and improve your writing efficiency.

By implementing these strategies, you can create a compelling first mile experience for new users and set the stage for long-term success. Remember, engaging new users is the key to sustainable growth in any product or service.

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