As a marketer (and a shopper), I read an article this morning about AdoreMe.com. They are challenging Victoria’s Secret for the lingerie market. Always eager to nurture the entrepreneurial spirit, I took their site for a spin…
Here’s a lesson in WIIFM (what’s in it for me) and what not to do.
When you visit the site, you’re immediately asked to take a “style quiz,” presumably so that they can provide you with style selections based upon your preferences. (OK, so they don’t actually say that [or maybe they did], but it’s what I assumed.) After completing the profile I was presented with a page of suggestions, not one of which matched my responses.
Using their online chat, I asked, “how do I view only selections based upon my preferences?” Her suggestion? Well, if you don’t like the options we’ve presented, you could try re-taking the quiz. (As a programmer, I know that either the algorithm works or it doesn’t. Clearly this one doesn’t.)
So back to the lesson of WIIFM?
Again, as a marketer, I fully understand the need and desire to collect information about your visitors, shoppers, subscribers, customers, and the like, but do not ask for more than you’re entitled.
Give a little to get a little.
If you want to know my style preferences, give me something in return; show me selections that perfectly match my preferences, that’s how you make me a customer and build brand loyalty.
When you ask me for more than you’ve earned and you give me nothing in return, you’ve lost me forever.
So for you marketers and business owners, the next time you ask your leads for something, be sure to reward them. It doesn’t have to be huge — a discount, a reward, a mention, a personalized page — but make sure it’s an appropriate gift for what they’ve given you. Their business.