When a product feels too futuristic, people hesitate. They may love the idea, but can’t picture using it yet.

A new study found that for highly novel products, future-focused or abstract messaging actually slows adoption.

Not skepticism, but psychological distance!

Buyers can’t imagine themselves in a futuristic story.

It feels too far off.

Could be too many years of waiting for those rocket boots, or Elon Musk’s full self-driving mode.

But research shows we can’t seem to picture that the product of the future is here, ready, NOW.

For small product makers, that’s a fixable problem.

DON’T market “the future of cooking.”

Market “A healthier dinner, ready in 10 minutes.”

DON’T say “next-generation cleaning system.”

Say “Start enjoying a cleaner home today.”

Ground your innovation in near-term use: something a buyer can do this week, NOT someday.

If your product feels like a distant hallucination, people admire it … and move right along.

If it fits their life tonight, they buy it now.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.