|
|
|
|
|
|
Why Online Marketing is So Forgettable Part of the problem with online retailers or marketers of professional services – and certainly much of the problem with the first casualties of the Internet hoopla – is that people who are not experts in marketing or sales suddenly find themselves in that role. For them, and for those of you who are experts, I offer today’s column as a reminder: all sales is seduction. There should be two kinds of sales literature – and what is the Web but the ultimate in sales literature? – sales pitches that entice you to buy, and sales pitches that don’t quite entice you to buy, but leave you with lingering regret or at least planning to return to buy. Forgettably Rational Sales Literature Unfortunately, there is a third kind of sales literature. That is the kind most frequently seen on the Web. It is utterly forgettable, and worse! Even if the consumer arrived at a site convinced he needed the product, he might fail to make the purchase because the sales literature actually cooled his desire. The analogy to seduction is simply unavoidable. With successful seduction, the object of seduction either acquiesces, or later wishes she had. The same goes with making a purchase. If the object of seduction/sales declines in either case, she finds herself thinking about the next opportunity she will have. Dim the Lights Is it time to revisit the product descriptions on your site? Dim the lights, light some candles, put on the seduction music – Lionel Ritchie will do fine --, pour two glasses of chablis, and let the seduction begin. |
|
|
