American Idol is a hugely successful show. In order to sustain interest year after year, the producers are very creative.
They know that American Idol is not just about the singing.
They grab us early on, starting with the cattle call auditions. They show us how they find and select the singers. Along the way, we see where the singers come from. We get to know who they are. And even more.
All these extras help American audiences to decide whom they like. Choosing an American Idol is more of an emotional connection than a logical choice for the best technical performer.
Recently, I came across the web site for a furniture store located in a major American city. The store sells modern furniture for the home. The catalog is exquisite; all the pieces are imported from Europe.
Yet there is absolutely nothing on the web site to help the customer make an emotional connection with the furniture.
It’s not just about the furniture or whatever you’re selling.
The owner of this web site needs to differentiate himself from others who are also selling modern European furniture. He can do that by telling visitors about …
- Traveling to Europe three times a year to personally select the pieces
- Where the furniture is made
- What materials are used
- How the production process is environmentally friendly
- Who designs the pieces
- Why he personally fell in love with what he sells
- Anything else that’s unique about the store
Easy Web Tip #114: Sales are made more on emotion. A customer falls in love with a product and then strives to justify her purchase logically. Help your customer make an emotional connection with the products on your web site.
