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October 30, 2008
Usually you think you should look to the big successful stores and businesses for ideas on how to be successful. Not always. In fact, not usually. Here's an example from Sears that you should NEVER follow.
We have a 3 ¾ year old son (the youngest of four children). My mother saved an advertisement from Sears and asked me if I thought she should get this for him. It's an advertisement for "The Laptop Computer Just For Kids", you can see the front of the small, folder ad flyer below. The photo makes it look like a small laptop computer running Microsoft Windows.
 Photo 1. Click Photo for Larger Image. My first impression was sure, looks like something he would like. He already uses our computers to play games for kids his age.
Then I opened the flyer and saw the price of $29.99 and said to myself "What? How can they do that?". So I started reading the ad copy and the small print. You can see the inside of the flyer below
 Photo 2. Click Photo for Larger Image. The ad copy refers to the product as a "toy laptop computer", and says it's preloaded with over 20 easy-to-learn activities. But then it says "Interactive LCD screen is located in the middle of the list-top with bold computer graphics on either side". What??? The small print at the bottom (in photo below) says the LCD screen is 1 15/16" x 1 5/8". So basically the flip-top part of the laptop, where it looks like a normal color laptop screen is just printed graphics with a non-color, small, LCD screen in the middle: they even printed in the green Windows "Start" button.
 Photo 3. Click Photo for Larger Image. In other words, it's a rip-off. Well, maybe not a rip-off for $29.99, but definitely misleading. Very misleading. Most people would not catch the fact that the display is not a full color, normal laptop display and would expect that they've ordered a normal laptop computer type device. It's not. Now maybe it's just fine for learning, but the ad does not give a suggested age range that it's applicable for either.
It's also only available "by Mail Only". Wonder why? Because if you saw it in the store you'd laugh in disgust and not buy it.
Companies doing business like this is why there's an issue establishing credibility and trust in mail-order and Internet based businesses. This entire ad is designed in tricking someone like my mother, a grandmother, into order something thinking they're buying their child or grandchild a useful laptop computer for a child. You would think Sears would know better. They built their original mail-order business on trust. I guess that's been lost in the modernization.
We've had some products around the house that had similar functions and a similar small display. They were used for a little while and then tossed aside. Were they worth $29.99? Probably. But they were not disguised as a laptop computer and advertised as such.
Always remember ads like this and never create one.
- You can destroy the trust you've built in your customer base, or guarantee a new customer will never order another product from you, by taking advantage of them off like this.
- Always deliver what you promise, allude to, or infer. In fact, deliver more.
- Don't try to "trick" people into buying; no good can or will ever come from it.
- Your customer base is the most valuable thing you have, treat them with respect and honesty and you can successfully build a profitable business.
Until next time,
Fred
About the Author
Fred Black is an experienced programmer, web site developer, online business operator, systems integrator, father, husband, musician, and songwriter. Visit his Internet Business Blog at: http://www.pqInternet.com.
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Posted by Fred on October 30, 2008 | Printer-Friendly
TrackBack: http://www.pqInternet.com/Blog/mt-tb.cgi/162
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Internet Business
| Internet Marketing
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Comments:
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Fred,
I've been following your posts every since Terry Dean told me about your site. ( I really appreciate your website courses)
This is an excellent article. You've used a relevant example of how marketing can be deceptive.
I stand with you for truth in our marketing techniques. Hopefully more businesses, especially internet marketers will follow your advice.
Thanks for the great article,
To Real Business Success with Life Purpose,
Greg Nemer
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Hi Fred,
I totally agree with your view and comments. Any marketing expert worth the title will advise clients to be truthful, honest and trustworthy in anything they do to promote their business.
Makes you wonder about the advice Seers is following, doesnt it?
In the UK we have an advertising and trading standards watchdog. I suspect this would have been reported and might even have resulted in a heavy fine.
A great example which I will share with my blog readers - thanks.
~ Carol Bentley
www.copywriting4b2b.com
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Hi Fred,
Nice piece and a great example of what you are saying that will definitely kill any repeat business. Manys the company that I refuse to do business with and highly recommend AGAINST because of this type of deceptive practices.
This is one of the many things that disgusts me about a lot of my fellow marketers out there. Lots of useless hype and not much substance.
One thing I will mention is that the ad does say ages 3 and up, so not sure if that qualifies as a "range" or not.
Ross "The Pit Boss"
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Hi Fred,
good article on what to avoid - reverse modelling as it were. Generally speaking I tell my clients that if their business or product doesn't sell itself because of its inherent value then you should go back to the drawing board. Because when you have a great product or service and excell in customer service your customers are going to be fanatical and spread the word virally leading to great success.
Build a better mouse trap - don't entrap the mice....
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nod! misleading ads are such a humongous turn off...
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Great advice. Any product or service that uses deceptive advertising like this is usually non-sustainable. Eventually your reputation will catch up with you.
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Fred - I like how you point out why this product is available by mail order only... because it probably wouldn't sell itself on a store shelf.
On a side note, another practice that bugs the heck out of me is when food manufacturers use bigger boxes to entice buyers... but then you discover the box is filled only 2/3 of the way.
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i hate misleading... and i think that you surely explained what is most important for a successful business. great post
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Always people expect the new...So we should attract the customers in order to bring the business up.I like it as i get inspired to start one..
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