What puts some products in high demand whilst others fall to the side?

Nov 13

Why do some things just seem to be a sell out whilst others flop? Why do some products really hit the spot? What drives popularity?

Well there are a few reasons and they might not be what you think. Tuning into the way your customer thinks can be a game changer but it’s easier said than done. When you crack this and layer it on to everything else in your business such as an optimised website, great email marketing and killer ads, to name a few - you’ll have yourself a business that’s in high demand which is what we all set out to achieve.

The main thing to realise here is that these are the things people actually care about! You can literally shove the rest of it. Well not quite literally, as you need all the required framework, systems and processes of course but these things are what feeds popularity (and also that much hated algorithm - just saying).

So let’s take a look at them. First up…

1. Social Currency

Everyone wants to share their opinion as it directly enhances their social standing (or so they believe).

Perception is reality so we always want to portray the best version of ourselves and the likes of social media plays right into this. We love sharing our opinions and we're encouraged to do so. People like to talk about themselves also because it can make them appear clever and there's a pleasure in knowing more about something than someone else. An impressive fact or something remarkable makes us want to share as well as our desire for social approval. This is why remarkable things get brought up more often.

But what makes something interesting, surprising or novel? As a story is told it often gets more remarkable along the way as details are added and some are omitted and this is why word of mouth marketing works so well - the best version is always told.

When it comes to product we also always want to lean into something that makes us feel better or appear better - a product that allows us to feel as though we've improved a situation or improved our lives. Showing off socially and peacocking with our new 'thing' is compelling and we do it without even realising - kind of like a constant quest to better ourselves and our social situation. Giving your customers the space to build a strong social standing by purchasing your product can be monumental - it becomes social tender and they don't want to let it go.

2. Context and Cues

Certain stimuli can mean things are front of mind more often than others. Think about a Kit kat and what do you remember about the branding? Have a break have a Kit kat - a product always pictured with a cup of tea. So every time we make a cup of tea we think about a Kit kat - it's a strong association. And that's why leaning into habits can be a game changer. We take in so much every single day that we can instantly recognise a certain brand or even nod towards it from the smallest cue. Consistancy is absolutely key here as well as strong branding that always makes sense. Linking your brand with memory associations means you are instantly front of mind.

Some things are deeply embedded in our thought process like a biscuit with a cup of tea and others are relevant for a period of time, such as the most popular viral meme moment or an association around something that has recently happened in the press, news or celeb world.

Some of these references will stand the test of time whilst others will come and go. Very subtle cues in your branding (logo, tagline, positioning statement, colours, props, the whole lot) can draw reference and gain credibility through association very easily. But obviously this can also work against you.

Yes branding is important!

3. Psychology

Want them to talk about your product and your brand? Want them to remember your content? The simple answer is make them feel something. Knowing your customer is key here, as you can absolutely play into the emotions you know they will hold dear, but make them feel nothing repetitively and you'll become forgettable very quickly.

What makes us forward a certain email on or share a social post? We feel something - whether it's positive or negative, it has some sort of affect on us and we want to share it. Think about the content you love to absorb - I can guarantee it makes you feel something, it breaks you from your normal status quo. High arousal emotions result in the highest shared content - yes that's right, the more extreme emotions such as excitement or anger win this battle for attention. Lots of brands make the mistake on focussing on the information side of things - what can the product do, what's it made of. Now all of that is important but it makes the viewer feel very little. Leading with this sort of marketing does little to make them feel anything 9 times out of 10.

Leading with feelings is a winner every time and this is why user generated content and reviews work well. Emotions drive people to take action. Fact.

4. Visibility

We are more often than not compelled to buy into the latest trends primarily because of a theory called The Bandwagon Effect which is another way of describing herd mentality. We see other people doing it and the more people we see doing it our brain decides it’s a good choice and we should also do it, regardless of our initial thoughts.

When products are easily visible to others they're much more likely to imitate and copy - think monkey see monkey do. Social signals are so important and we're all more likely to emulate what we see which is why social proof works so well. We're often incapable of making a decision solely on our own without taking information from the people around us and the words of others who have experienced the same thing or product.

We are constantly wanting to align with social norms or perceived trends and in our desire to do so we can forget ourselves (sounds extreme but it's true). Think about a product you've seen recently that seems to be everywhere. Why do we think it's everywhere? No doubt because we've seen it on various social platforms and no doubt via people we don't even know. Then someone you do know purchases the said product - this person could literally be someone you went to school with 20 years ago and haven't seen since. But due to the relative trust we place on that person or people we then trust further the brand or product in question - we've all been there. It doesn't take many views for us to perceive the product as popular which adds to our internal convincing voice to purchase for ourselves.

Wider spread visibility and therefore adoption is the goal - so how can you design or present your products to be everywhere? Thinking about how your product is packaged, used and marketed is fundamental here and obviously social media plays the biggest part.

5. Beneficial Weight

Think about what I share - just like this content you're reading now I aim to provide useful and helpful advice. This is a strong motivator for sharing because it's useful and hopefully helps you solve a problem. This is the value is providing practical information or a problem solving product. It's often instantly valuable to the reader and this type of content deals with a problem or issue quickly.

People like to solve other peoples problems as well as their own and like some of the other points have referenced, humans also like to look good. They like to be the problem solver, the one others go to because 'they'll know'. And therefore a problem solving product ticks this box - you give them social currency. Seeing a product as useful and practical leans into this and also deals with customer anxieties when justifying a purchase decision to ourselves. Products that simplify tasks, save time, or offer unique solutions are more likely to be talked about and recommended.

Creating sharable content is this point exactly.

6. Story Telling

Stories are memorable, engaging, and have the power to evoke emotions. We all love a good story!!

We love to hear one and we love to tell one. So a good brand or product story means it's more likely to be retold - it plays on the social currency point too, people like to retell a good story as it makes them appear in a certain way by association. A good story is actually harder to tell than you may think - a good structure with a surprising element is key. Again emotion is so important here and a great connection between the brand and the customer work best - knowing your customer!

Successful businesses often have a compelling narrative that really resonates with their customers, creating a connection way beyond the product they are selling - community building around shared believes.