You want your customers to check in – not just check out
Nir Eyal explains the value of forming customer habits around content and community – and monetization as a result of engagement.
Nir wrote the book (quite literally: “Hooked: How to Build Habit-Forming Products”) on how to get customers hooked. In this article he shows how Google CEO Larry Page’s ´Toothbrush test´ (“Will I use it once or twice every day?”) for scoping out companies and products relates to the fact that content still is king. Offering your customers valuable content they can come back to (check in on) again and again leads to habits related to your product or brand that can pay off in reputation, satisfaction and sales.
Eyal’s examples of the Hallmark’s Keepsake Ornament Club (!) and Y Combinator’s use of Hacker News to form a content-consumption habit and funnel potential applicants to their startup incubator, is fascinating and thought provoking.
Happy habit-forming! Please form them responsibly.