How to Gain New Customers with the Gravity Well

Walk to the edge of the cliff and JUMP… hoping someone will catch you at the bottom.

That’s what most businesses expect people to do when they advertise.

They stand at the bottom and yell up to the people at the top edge of the cliff, “Don’t worry, you will love us. You will love our products. Trust what we say. We wouldn’t lie or exaggerate. Jump off and we will catch you.”

How many people actually jump?

Sometimes the desperate few will, but more often they will turn from the cliff edge and walk away.

That’s what it feels like to many new customers of your products if you don’t give them a little taste of what you do with no strings attached and no expectations.

Let’s re-draw this cliff edge scenario. Picture a big hole in the ground, same depth as the cliff, but more the shape of a funnel. And the most important part, is a ledge about a foot down into the hole on which you can stand.

We call it the “gravity well.”

Instead of the business at the bottom, yelling, “Jump.” they are saying, “take a simple step down to the first ledge and try something for free with no expectations.”

Apple stores let you touch and play with their iGear.
Car dealers let you test drive.
Book stores have free author readings.
Costco shares delicious samples.

Oh, and a weird, little marketing company gives away incredibly valuable advice every weekday.

What can you do to give your potential customers a taste without obligation?