In the first 15 seconds of playing Mario for the first time there is no tutorial. Instead you learn all the controls, kill an enemy, get money, and grow into Super Mario.
That’s a way to hook someone for life.
Principle: Your TTF is too high.
TTF: time to fun.
Your customer/user/client needs a win in the first 15 seconds of interacting with your brand - even if the ultimate benefit you’re providing takes months.
Early, frequent wins throughout the experience make for a happy customer who ascribes these wins to the decision to work with you.
Tactics
Map out your customer’s journey.
Scour the first 60 seconds (literally the first 60 seconds) after purchase or after receiving the product. If they don’t have a way to feel like they’ve won/progressed/succeeded/had fun, make it happen.
If you sell an eye cream, put a QR code that directs to a checkbox labeled “first step taken on the path to no wrinkles” - add some confetti when they check it.
If you sell access to a community, include a 5-question survey at checkout, and use the info to extrapolate an ai-generated bio/introduction to the group that auto-posts.
Digital marketing agency: confirmation popup that says “Confirmed. Your ads audit starts now, and will be done by Jared within 24 hours.”
Habits
Begin obsessing over ways to give your customers wins at every step of their customer journey. Make a daily habit to pour over an individual piece of the journey, and come up with three ways to potentially add a win.
Good luck,
Mike
Today’s inspiration: Brainstorming $100M Ideas by My First Million