Give away stuff that makes your product easier

I bought a big jar of hand cream a while ago. I love it – it works great, it smells good, my hands always thank me.

But it comes with a screw-on lid. Not a big deal, right? I thought so as well. But I noticed that the jar has lasted me a long, long, long time.

Last week, I ordered more cream to put around the house. One of the options was to order a pump lid for an extra $1.50. I wasn’t sure it would work since the cream is really thick, but on a whim I decided to try it.

Two days after I screwed on the pump lid, I’ve gone through the rest of the cream and have transferred the pump to a new jar.

Happy Pump Lid

Amazing how something small like that can increase usage so dramatically. I think back as to why the old jar lasted me so long – it was because there was always an easier option around – a tube with a pop lid, a dispenser, something that was easier even if it wasn’t as good.

Imagine being the producer of a great product, a product that was clearly superior to everything else out there, but it was always a second or third choice because of how it was packaged and dispensed. The packaging and the dispensing is the user interface for the cream. And it was really holding the core product back.

If the cream manufacturer had given away the pump lid – something that probably cost less than 50 cents to manufacture – I would have gone through three jars instead of just one in the same time, increasing revenues and customer satisfaction at the same time.

When you build accessories/add-ons that make your product easier to use and increase usage, give that stuff away like candy! Your main goal is to get people to use and love your product. Anything that makes that easier is only a good thing.