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From another well-known marketing maven:
** The Marketing Minute **
brought to you every Wednesday by Marcia Yudkin, Marketing Consultant,
Author, Speaker http://www.yudkin.com/marketing.htm
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Except perhaps for bottled water in the desert, products don't sell themselves. Through words and pictures, you need to
encourage people to imagine themselves using your stuff. Marketing Minute subscriber Karyn Zoldan is the copywriter for a Web site using stories for this purpose, with spectacular results.
Hipsandcurves.com sells sexy lingerie for amply proportioned women. The more this company can inspire
"plus-sized" women to celebrate their sensual appeal, the more sexy lingerie they'll sell. To that end, Zoldan writes steamy stories about the erotic adventures of zaftig women, with products
that the site sells woven into the plot.
"Sales of products mentioned in the stories have tripled," she says. "Both men and women respond. The stories go out in a newsletter that includes pictures, so the reader can see what the clothing in the story looks like."
Can this work in an environment where sultriness would be way out of line? The J. Peterman catalog wove a spell of mystery
around trenchcoats, luggage and such evocative of foreign travel. The tone of product stories might be humorous, heartwarming, insightful or nostalgic.
Try it!
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