How to hook customers on products they rarely use
Larry Page, CEO of Alphabet (the company formerly known as Google), has a quirky way of deciding which companies he likes. It’s called “The Toothbrush Test.” When Page looks at a potential company to acquire, says the New York Times, he wants to know if the product is, like a toothbrush, “something you will use once or twice a day.” Page clearly understands habits. But what if your product doesn’t pass his Toothbrush Test ? Perhaps you’d like people to use your product or service frequently, but it just doesn’t make sense to do so. Nir Eyal was hired to present at a gathering of 700 real estate agents, some months ago; and the MC made a gracious introduction, saying, “Now we’ll hear from Nir Eyal, an expert on Consumer Habits. Nir is going to teach us how to make home buying and selling into a habit!” Opening, Nir had said: “I’m sorry, there must have been some misunderstanding. There is no way I am going to teach you how to make home buying and selling into ...