New products always start from behind. For many reasons...Shoppers are often comfortable with their established purchasing patterns (including incumbent products and brands)New products are unknown and, thus, more risky for shoppers to purchaseNew products have little opportunity to build up critical social proof, including word-of-mouth, online reviews, and user-generated content, prior to their launchRetailers favor known winners (think big, legacy brands) and often distribute floor space, planograms, etc. accordinglyShoppers canҴ buy products if they donҴ know they existFor these reasons and others, many new productsץven the most promisingׯften don't make it.Ԩe ugly truth is: the best products donҴ always become the best-selling products.Sometimes new products can't overcome early barriers like those above."But...," you might hear an optimistic brand manager say, "IF we can just get consumers to try our product, they'll love it. And IF they love it, they'll buy it. And IF they buy it once, they'll become loyal customers."And while these are big "ifs," they're not wrong. But notice it all starts with trialIf a brand can get consumers to simply try that new product, to actually experience its merits IRL, then that product has a fighting chance. So instead of asking ӈow do I get consumers to buy my product,Ԡa more fundamental question might beňow do I get consumers to try my product?And that's product trial.Let's talk it out.