Better Than Filling a Need

I might be alone on this, but I’m betting not.

I love watching ads for things I already own.

I like getting excited again about the features and benefits.

I’ll also go back, sometimes, and re-read the product description, landing page, and 5-star reviews. If I happen to read a 1-star review of something I’ve purchased, I usually dismiss it as an anomaly. (As long as my experience has been good thus far.)


It makes me feel good. It scratches an innate human need. The need to confirm that I have indeed made a good decision.

Look, I’m not praising or encouraging this trait. If fact, it’s probably not desirable at all. But it exists, and it is what it is. Confirmation bias is part of being human.

So, now that we’re starting it in the face, what are you supposed to do with it?

Here’s one practical application:
You can, for example, craft a healthy follow up sequence for after someone does business with you.

This could be emails, videos, phone calls, or hand written notes, to name a few options.

The delivery method doesn’t matter near as much as the content of the follow up.

The goal is to make your follow up content reinforce your customer’s decision and further their excitement of having done business with you. Some ways of doing this are:

  • Reiterating the benefits they’re receiving.
  • Helpful how-tos.
  • New and novel ways of using your product.

None of those above options are particularly imaginative. I kept it broad because I don’t know what kind of business you’re in. If you put a little thought into it, you could come up with some really cool options.

Now, a word of warning: You can be too heavy-handed and on the nose with your follow up messaging. It’s best done in a casual, natural manner. Think real, from the heart; not platitudes.

How do you do that?

Well, unfortunately, if you don’t already know how to be authentic and subtle, I can’t teach it to you in a newsletter post. The point here is to be aware of the pitfall.

So, what’s the benefit of crafting a follow up sequence?

You’ll help nurture your average customers into advocates. And, of course, when your customers become advocates, not only will they buy more from you, they’ll also introduce you to new customers.

Your business fills a need.

Filling a need is good.

But filling a need while making people feel good about it?

Much better.

– Zac Smith, VC