Does Anyone Care About Your New Product?

A common question for entrepreneurs is, "If I build it, will they come?" You might have a fantastic product idea, but how do you know if there's an audience for it? This article delves into one effective method for determining if your product idea has potential.

The Importance of Tapping into Pre-Existing Demand

This article emphasizes the value of focusing on existing markets with pre-existing demand rather than attempting to create entirely new categories. This strategy, exemplified by companies like Google, Facebook, and Apple, allows you to capitalize on established consumer behavior. You can innovate within a proven market and make your product stand out.

• Leveraging existing markets provides a strong foundation for growth.
• You can compete by focusing on a differentiated product that caters to a pre-existing demand.

The Google Keyword Tool: Your Market Research Weapon

The Google Keyword Tool (GKT) is a powerful resource for understanding search volume and identifying relevant keywords. This tool, initially designed for advertisers, can be a valuable tool for startups looking to validate their ideas. It can help you determine how many searches are happening for keywords related to your product and identify related keywords that you may not have considered.

Using Keywords to Validate Product Market Fit

The GKT enables you to evaluate the potential of your product idea by assessing its appeal to a broader audience. By analyzing search volume, you can understand the level of interest in your product category and the language your target customers use when searching for similar products.

• High search volume for keywords related to your product indicates strong demand for your product category.
• Low search volume might suggest a lack of mainstream interest in your chosen keywords, prompting you to refine your product description or target a different audience.
• The GKT can help you identify specific market segments and their search behavior.

Identifying the Right Keywords for Your Product

One of the GKT's most valuable applications is in helping you refine your product description and marketing messages. It allows you to ensure that you are using language that resonates with your target audience.

• Analyze search terms that people use to find similar products.
• Identify potential subcategories and segments within your target market.
• Optimize your product positioning and marketing materials to align with customer search behavior.

Using Keywords for Product Positioning

The GKT assists in positioning your product within the market by identifying potential competition and highlighting areas where your product can stand out. By understanding what customers are searching for and how they are describing competing products, you can refine your value proposition and target your marketing efforts effectively.

• Analyze keywords used to describe competing products.
• Identify potential competitive advantages based on customer search behavior.
• Refine your product positioning and marketing messages to highlight your unique strengths.

Don't Build What Your Customers Ask For

The article reminds us that while understanding customer search behavior is important, it's also crucial to avoid being limited by their current expectations. Just as Henry Ford did not build a faster horse, but instead revolutionized transportation with the automobile, you should focus on creating a product that solves a problem or meets a need in a new and innovative way. However, you should initially position your product in a way that consumers understand.

• Think beyond existing expectations and innovate to address real needs.
• While you may have a vision for a disruptive product, initially communicate it using familiar language.
• Use keywords that connect your product to existing concepts and provide a frame of reference for your audience.

The Google Keyword Tool Checklist

Before launching your product, use this checklist to evaluate your product idea using the GKT:

• What is your high-concept pitch for your product? (X for Y)
• Are you using keywords that millions of consumers understand?
• Along what dimensions does your product compete with substitutes?
• Are there millions of consumers who care about that competitive axis?

Summary

The Google Keyword Tool is a valuable tool for startups looking to validate their product ideas, understand consumer demand, and optimize their product positioning. By using keywords effectively, you can gain insights into the market, identify your target audience, and refine your marketing messages to create a product that resonates with your customers.

• Understand search volume for keywords related to your product category.
• Analyze search behavior to identify key market segments.
• Refine your product description and marketing materials to align with customer search behavior.
• Use keywords to position your product within the market and highlight competitive advantages.

Remember that while understanding customer search behavior is important, it's also crucial to avoid being limited by their current expectations. Create a product that solves a problem or meets a need in a new and innovative way, but initially position it in a way that consumers understand.