WhyShouldIUseYourProductAppealToThe7Sins
• Gluttony – FoodImagesInMenu• Lust – 10PMScoopwhoop.AxeDeo.• Pride – Createswordofmouthgrowth.• Envy – VisibleMarkers.LargeLogos.Bluetick.Jockey.FOMO• Wrath – Anger– Modi vs.Kejriwal Posts.Patanjali ad.Incumbentisfoolingyou.• Sloth – Moststartuptoolsattackhere.• Greed – Shouldattackhereforcalltoaction.AcceleratesWoM.
Examples• FreshMenu – Gluttony,sloth• Freecharge – greed,pride,envy• Deo – Lust.Fogtriedgreed.• Dominos– Greed,Gluttony.Saladisabadbusiness.• Quikr Doorstep – Sloth• MouthShut,Akosha – Wrath,Sloth• Reviewsites- PrideorWrath.Nothinginbetween.
• FindYogi– “Makebetterbuyingdecisions”PromotingPridebutnotinstant.• ZopNow.Grofers vs.Bigbasket – Slothisnotonlyaboutsavingtraveltimebutalsodependability.
PredictabilityProductpredictabilitycomesfromprocessexcellence.1. TVshowtiming– sameeveryday.Youcanplanyourdinneraroundit.2. Scoopwhoop –Softpornarticlesalwaysintheevening.3. Dominos- 30-minsdelivery4. Cartoonsinanewspaper– Alwaysatthesameplace.
Interactionpredictabilityiscopywritinganddesign.UIshouldmakesurethatIdon’tneedtothink.
1. Nextstepsinapurchaseflow2. Currentstatusoforder3. CurrentStateofuser4. Medium/Kindle– Readingtime.5. Trafficsignal/TVads– Timecountdown.
1.Mediacoverage2.Personalconnectatevents3.Showrealusers- Facebook contesttoupload picswithcoupons
Freecharge - Howwebattledtrustissue
1.MakeMytrip - FlightVs.Hotels.“Hotelsunlimited”2.Zomato - Hugecampaign forFoodordering
Positioning - DoARealityCheck
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