The five time-tested adoption decisions

Discover the five key adoption concepts—Relative Advantage, Compatibility, Simplicity, Observability, and Triability—that help authors grow their audience and build lasting connections with readers.

Hi,

Whether you're publishing books, building a newsletter audience, or growing your influence, understanding how people decide to buy something is hugely important. Recently, I dove deep into the five essential adoption principles—Relative Advantage, Compatibility, Simplicity, Observability, and Triability—that help explain why people choose to invest time and attention in your work.

Let’s look into each of them more closely.

1. Relative Advantage: Highlight what makes your work unique

Your readers have plenty of options, so the key question they ask is: why should they choose your book or newsletter over others? Relative Advantage is about showing how your work stands out from the rest.

For fiction writers, this might involve demonstrating a fresh take on a familiar genre or showcasing a unique voice. For non-fiction authors, it’s about leveraging your specific expertise and offering insights that can’t be found elsewhere. Whatever your niche, make it clear what sets your content apart…