Nerds. You are one. Everyone’s nerd about something. Alternative energy. Chickens. Graphic design. Hybrids. Ninjas. Organic food. Programming. Skin care. Twitter. Unsigned bands. Wine. Whatever you’re nerd about you know best. It’s what you’re most passionate about, it’s what moves you. You’re on its cutting edge. You’ll do anything, you’ll try anything to promote it and move it forward. You’ll stick with it even in the face of rational counter-arguments or ridicule. It defines you. You’ll talk to anyone about it, any time, any place. In fact, people often come to you with questions about it; after all, you’re the expert on it.
Nerds. Otherwise known as innovators and early adopters. When I say target the nerds, I’m talking about selling to those 10-15% of customers, especially with new products/services, innovations, complex offerings, or controversial stuff. Sure, targeting the mass market, aka the majority, is attractive, but your nerds have the power to make or break your offering. Start with them and you’ll start on the path to the majority. Whether you visualize it as the innovation adoption curve or mainstream adoption curve, nerds always come first.
I recently read a case study about Portfolio 21 Investments, a Portland, Oregon-based social and environmental investment company. Its initial promotion campaign focused strictly on early adopters, people who understood the environment, people who didn’t need any education or proof about the need for the new product. People who said, “I’m just doing it because it feels right to me.” People who could and did influence their circles. It was enough for Portfolio 21 to get off the ground and start spreading its wings.
Nerds are your core supporters. With nerds you’re a bigger fish in a smaller pond. Nerds are your talkers.
Nerds. Love them. They’ll love you back.
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Image credit: squarefrog (clearly a nerd)
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Influencers are usually those with the easiest grasp of the avant garde. For tech products and services this demographic has almost always been made up of nerds. This is a great thing. They’re plugged in, have access to a great deal of communities and can spread the word rapidly. They are the perfect evangelist
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