I was talking to my head-marketing guru recently and she brought up a very interesting and salient point. We were going back and forth a little bit about what worked and what didn’t in terms of trying to bolster online sales. I, perhaps rather priggishly, said that someone somewhere makes money off of those horrific iPad ads. You know the ones, they pop up sporadically unbidden insisting with flashing lights and ugly clip art that you’ve won a prize. As we ease toward 2020 I doubt that business model has maintained its efficiency as people become savvier, and wary, of things they spot on the internet. That said I felt that my point, even if somewhat flippant, would hold water. Then I got some valuable perspective.
We aren’t selling an iPad.
What we are selling is far more intimate. We are selling a product that we expect people to put on their bodies. The trust involved in that dynamic is much deeper than the purchase of a piece of electronic equipment. It’s also a trust that needs to be earned.
With that in mind I will share the following. There’s not a product we have that I do not use myself (and my team uses them on their kids). Any product we put out gets tested beforehand (generally by a good natured group of my friends and family), and last but certainly not least if I ever discovered an issue with any of our products my first priority would be to inform the people that made it all possible in the first place, you.
I think it is important to put faces and people behind things. I care about our products and I care about you. Building a relationship is important and I think in our world of institutionalized distance we could all be a little more intimate.