Have you ever been to Woot.com? Its brilliant business angle is to offer one—and only one—product for sale each day. The products—knives, keyboards, flash drives or a wireless mouse—are solid deals but it’s the quirky blog, product descriptions and community keep Wooters come back every day.
The clever and dryly written product description number just 400+ words. The basics are relayed but it’s the stories and unique voice that draws new and returning customers. They sell things that can be purchased at most department and computer stores yet people clamor to be the first Wooter to buy or to contribute to the conversation.
So I was surprised when I bought my first product to receive a rather vanilla follow up email. Woot’s unique voice carried from their product descriptions to their sign up forms. But they dropped the ball when it came to the automated response. There is no reason they couldn’t keep the quirky tone consistent through all their written materials. In fact, it stuck out like a sore thumb when it was missing.
Check your website and marketing materials. Is your message and voice consistent? What simple changes can you make?
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2 comments:
Thanks for the mentioning, your purchase from us, and especially the spot-on feedback. There's a school of thought that a confirmation should be boiled down to it's essence, but I like your fresh perspective on it better...
great advice for others as well.
matt rutledge
founder, ceo
woot inc.
Wowee! A response from the CEO himself. I lost a whole work day last week when there was a Woot-off so I feel better knowing that the big boss has read my blog.
Are you hiring copywriters in Ohio? Just checking.
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