How (not) to gather first users when you are an unknown brand. May be helpful to new product makers
From testing new products, I've come to several conclusions and possibly also identified mistakes that product creators make when launching them.
Whenever you want to attract your first testers (especially those who are well-known), try first to build up your credibility.
During product testing, I encountered the following mistakes that left an inconvenient impression:
🥲 No publicly available contact (about the company, owner)
🥲 Testimonials using "fake" stock photos (this is especially noticeable to people who work in marketing and tech)
🥲 Untraceable product creator – do not know his name, face,...
🥲 Not offering a free trial version and immediately asking for payment
If you do all of these things at once, it leaves a very bad impression.
Recently, I wanted to try a tool, and accepted the terms of use, but couldn’t cancel the trial after submitting my card – the system technically didn’t allow me to cancel. At the same time, the product didn’t even work. There was no person I could contact. Suspicious.
I’m surprised how many people launch products this way, even on Product Hunt, because, with these steps, such a product feels more like a scam than a serious business.
If the business is not supposed to be a scam 😉, please:
☝️ Build trust, ideally also a personal brand, if you’re serious about it.
☝️ If you don’t have testimonials from people yet, use a video where you demonstrate the product; ideally show your face too – human aspect.
☝️ It’s better to let people test the product for free because it might not be technically finished yet, viz. my experience. (People, who don't pay, are not so loud on the internet as people who already paid, IYKWIM.)
Do you have a similar experience?
Next time, we could cover how to prevent fraud, btw. 😀 (I have a lot to share.) 😀
Replies
Totally agree! I often speak with founders who claim their product will be the next big thing and try to create buzz by treating it like the 'hot' new thing. While it's essential for founders to strongly believe in their product, I think honesty is especially crucial in the early stages you've described. Charisma and modesty, saying "It's not perfect yet, but we can get there with your support" makes it much more likely to support new products as I am onboard of a journey, not a V1.
minimalist phone: creating folders
Never underestimate yourself, but never overestimate yourself either.
I personally prefer to proclaim success after it happens rather than paint a false picture of something. :)
Absolutely - building trust is essential! We've been leveraging Tiktok and the whole "building in public" movement (coupled with webinars), which has created a really great connection between the founder and our users.
minimalist phone: creating folders
@lauren_godwin Aren't you afraid that TikTok will be banned in the US and you will loose some of the US users?
@busmark_w_nika Great question - not exactly. I think there will just be an inevitable transition to another platform instead. Plus, it's always great to not invest in just 1 place at a time — we save our videos to repurpose on other platforms (LinkedIn, Instagram, YouTube Shorts). I also think building a founder's personal LinkedIn as a touchpoint for users is a great supplementary strategy :)
minimalist phone: creating folders
@lauren_godwin Speaking about LinkedIn – are we connected there? :)
AQX
Great points - Transparency and authenticity will always win!
minimalist phone: creating folders
@cameron_froese That's my approach :)
@busmark_w_nika This hits hard! Too many products feel sketchy due to missing transparency. Trust-building should be step one, not an afterthought. Appreciate the insights! 🔥
minimalist phone: creating folders
@ravi_sharma55 Thank you, Ravi! I hope this will open eyes to more people.
Deamoy
Nice points! Gonna discuss these potential problems with our mates. Thx, Nika
Thank you so much for writing this. This is very helpful for me as I am getting ready with my product launch.
I can certainly concur with the fact that building trust with the customers is key to building a high quality product
minimalist phone: creating folders
You are welcome! :) Hope that you already applied some steps :D
My-legacy.ai
Great breakdown, Nika! Trust is everything, especially for early-stage products. Clear communication, a transparent team presence, and an easy way for users to test without friction make all the difference.
We’re currently working on launching My-Legacy.ai, and these points resonate—building credibility from day one is a priority. Looking forward to your insights on fraud prevention!
minimalist phone: creating folders
When are you planning to launch? :)
Voquill
This is solid advice. I've come across a few apps where it's unclear how to contact the company, or the bot you're talking to can't even answer your question. Some apps also make cancellations difficult to find, you have to dig through the whole website or email customer service and wait days for a reply. There should always be an easy-to-find cancellation section on the website.
minimalist phone: creating folders
Understandable. I have also an experience with the customer support (I am a part of it) and sometimes I need to also wait until the developer has a look at the problem and I also receive the answer after days so I can report it to the end customer. It is a kind of pressure for me too because the end customer is mad on me. :D