© 2005 Dream Merchant

Dream Merchant • 2309 Torrance Blvd. #104, Torrance, CA 90501 (310) 328-1925 email: Jkm316@aol.com

IS YOUR PRODUCT EASY TO USE?

Can the Average Person Learn to Use Your Product Quickly?  
If Not, That Fact Could Seriously Hamper Your Success.

By James F. Riordan

Consider this formula, which will most definitely apply to your new product:

THE AMOUNT OF LEARNING REQUIRED ON THE PART OF THE END USER WILL USUALLY BE DIRECTLY PROPORTIONAL TO THE LENGTH OF A NEW PRODUCT'S INTRODUCTION PERIOD.

In other words, the longer it takes an end user to master using the product, the longer it's going to take to get mass amounts of people excited about trying to use it. In addition, you'll have to spend a longer time on intensive advertising to hammer home the product benefits and entice people to buy one.

Winning products are those that the end user can take out of the package and immediately start using proficiently.

Without that edge, your introduction period will be much longer. And the longer the introduction period, the costlier it becomes. Also, I have found that the more complex a product is, the more potential customers will want to hear about the benefits of the product FROM SOMEONE OTHER THAN THE SELLER.

That's because they'll need reassurance that the product is worth the effort. They'll be looking for their neighbor or friend to tell them, "Boy am I glad I took the time to learn how to use this product. It sure has been worth it to me because...."

This phenomenon also contributes to a long introductory period because IT MAY BE A WHILE before someone THEY KNOW actually buys one. And here's another important formula for your product:

THE AMOUNT OF "LEARNING TIME" IS USUALLY INVERSELY PROPORTIONAL TO THE POTENTIAL NUMBER OF SALES.

In other words, as the amount of time required to master the use of a product becomes longer, the less sales you can expect because fewer potential customers will be willing to spend the time and energy to master the use of the product. I refer to the potential customers' willingness to try the product as their "acceptance factor." If the learning curve is perceived to be greater than the value and benefits received, the end user may decide not to "accept" or recommend the product. And the end result will be fewer sales.

THE MOST COMMON MISTAKE MADE HERE IS TO UNDERESTIMATE THE AMOUNT OF TIME IT WILL TAKE THE END USER TO LEARN HOW TO CORRECTLY USE THE PRODUCT.

Don't make this mistake with your new product. Make it as simple and easy-to-use as possible.

The above article was taken from James F. Riordan's classic book, HOW TO EVALUATE THE POTENTIAL FOR SUCCESS OF A NEW PRODUCT OR TECHNOLOGY. Riordan's highly-acclaimed, 36-point system is a valuable tool for inventors, product evaluators or anyone interested in the invention process. Each section is followed by a comprehensive questionnaire that can be used to evaluate your product.

The highly-recommended book can be ordered through the Dream Merchant, 2309 Torrance Blvd., Suite 104, Torrance, CA 90501. The phone number is (310) 328-1925.

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