What sort of person pays $10/month for a Chrome Extension?

What sort of person pays $10/month for a Chrome Extension?

The short answer:

The sort of person who charges their time out at $50/hour and doesn't want to waste more than 12 minutes a month doing something tedious.

The long answer:

The person who has a specific need.

But even though they have this need, they may not realise it. They may not even know that they have a problem, let alone know that a solution exists.

There's just something, in their day to day life, that bugs them.

It doesn't bug them a lot.

Just enough for the odd complaint to surface - a comment on Hacker News, a question on Reddit, a rant on Twitter. Every two or three months, they do a quick search to see if there's a way round it.

And then they stumble across your Chrome Extension.

They didn't even know they were looking for a Chrome Extension.

But the headline on your announcement post says "Does it bug you when X happens?".

They go "woah - that's actually been bugging1 me quite a bit recently"2.

Your post then describes this mild frustration3, pointing out that it's one of those things that actually happens quite often. If you thought about it, it would amount to a lot of time spent in low-level annoyance. And no-one wants to be low-level annoyed. 4

Your post continues ... just picture your relief if this problem went away. Instead of wasting those minutes every day, instead of carrying that bad mood with you, you could get on with something more meaningful5. Something that actually earns you money, something that allows you to concentrate on what's important.

And all it takes is a one-click install of this Chrome Extension. Isn't that worth $10?

Because, no-one pays $10/month for a Chrome extension.

But they do pay to move away from annoyance, to escape a pain, to avoid a problem.

If you can capture that pain, if you can understand how it affects them and if you can paint a picture of what life would be like without it - they will sit up and take notice. They will think you have read their mind6. And they may just buy your product.

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1. You know it "bugs them" rather than "annoys them" or "grinds their gears" because you've done your research and seen that exact phrase on a number of Hacker News comments, Reddit questions and Twitter rants. ↩
2. You know it's been bugging them quite a bit recently, because you've done your research and seen the number of Hacker News comments, the number of Reddit questions and Twitter rants about this very problem ↩
3. Using words that you have learnt from Hacker News comments, Reddit questions and Twitter rants ↩
4. At least if you're full-on annoyed you can kick a bin and swear a lot. Low-level annoyance just sits there like a damp cloud. ↩
5. Citing a specific thing that they would rather be doing - again (you've guessed it) taken from Hacker News comments, questions on Reddit and Twitter rants. ↩
6. You can guess what I'm going to say here - you kind of have. Except, instead of "their mind" read "Hacker News comments, Reddit questions and Twitter rants" ↩