Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist by Sally Hogshead

Author:Sally Hogshead [Hogshead, Sally]
Language: eng
Format: epub
Publisher: HarperCollins
Published: 2016-04-25T22:00:00+00:00

Ask Questions before Giving Answers

Instead of giving generic information, Mystique brands begin by asking questions. Here’s how one company used questions to drive sales:

Victoria’s Secret makes lingerie seem sexy and simple. In reality, that’s not always the case. Which bra actually fits? Every woman is shaped differently (and few are shaped like a lingerie model). For many women, bra fitting is a major pain point in the process of buying a new bra, because getting measured can be complicated and even embarrassing. To avoid the process of finding a bra that fits, women often just keep wearing ones that don’t fit at all. How could a company make the experience more private, and more simple?

True & Co. took the bra-fitting experience online by asking questions. Lots of questions. The company identified six thousand different body types and designed a questionnaire that pinpointed the ideal fit. The brand listened, and women responded, generating $22 million in sales. By asking questions, and offering privacy, this startup got people involved (and buying).

A good set of ears, a tape measure, and the cups no longer runneth over.

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