How do I craft messaging for product laggards - those in our target audience who hesitate or resist to adopt technology?

All messaging is an exercise in empathy. Why aren't these users adopting? Do you understand their reservations or needs well enough to build something compelling for them?

Here's a structured approach to developing a perspective on this cohort and how to reach them:

1. Segmentation I would start by partnering with your research or data science teams to identify shared characteristics within this group. If a segmentation doesn't exist that captures these users, continue on to the research step and craft some segments as a product of that research.

2. Research | Next, ensure that you have spent time with these users and understand their perceptions of your product and messaging. What are their reservations? What is working well? What do they care most about?

3. Positioning tests | It's likely that these users need a different approach: either through messaging, channels, features, or some combination. Test in targeted channels to see if you are able to improve the adoption of these cohorts

4. Graduate winning variants | If you identify strategies that work, graduate them in targeted channels. There is wonderful tech today that can even apply personalized messaging to broader channels such as your website.