They cannot measure in any way that your product is “excellent”.
“Why should I buy an iPicky magnetic frame from Luciano Perbellini?”
In this case there was no really convincing answer to this question.
There were two critical issues:
iPicky is a physical product. People need to touch it and evaluate it live BEFORE buying it .
In their shop and in their live events this was possible. Online no.
There are similar but cheaper alternatives online, offered by much better-known brands or by Amazon (as you can see in the image below).
To compete with these giants, huge investments in marketing are needed, which are unsustainable for a micro-business.
So here’s an important lesson:
The success of a product in your store does NOT ensure the same results in online sales.
A product that sells well offline may NOT work as well online, as the customer purchasing process is fundamentally different:
In-store, customers can
Physically touch or try on the product before purchasing. Online, they cannot;
In-store, trust is created through direct interaction. Online, you need to build it through reviews, testimonials, and numbers that prove your authority;
In-store, customers have limited choices. Online, however, customers can compare your product with dozens of alternatives in just a few clicks;
In the store, the clerk can immediately answer customers’ questions, or guide their choice. Online, pre- and post-purchase assistance is less immediate.
Before you jump online, make sure you have solid answers to these questions:
Why should customers buy from you?
What makes your product unique Rich People Number Data from your online competition?
What guarantees can you offer to reassure customers BEFORE they purchase?
How can you demonstrate your expertise and authority in your field?
How can you replicate your physical store shopping experience online?
If you don’t have any compelling answers, take a step back and consider going offline or completely rethinking your offering.
The new idea
In February 2021, Luciano contacted us again with a completely new business idea: a photography course for travellers.
This time it made our eyes light up.
Answering the question “ why should I buy from Luciano?” in this case was much simpler.
Indeed:
Luciano is not just any photographer. He Cracking the Belgian Code: (Maximize Your Reach in the Heart of Europe) is a professional with 30 years of experience and a cabinet full of international awards . Who better than him can teach you how to take perfect photos?
Unlike iPicky, an online photography course is particularly well suited to working on the “value scale”.
What do I mean by “value ladder”?
I’ll explain it to you right away.
The concept of a value ladder was popularized by global marketing expert Russel Brunson.
