How not to sell a lipstick

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I’ve been hanging around eBay UK’s home page for once (trying to catch the ad for Tesco Direct that is annoying people on Seller Central), and spotted an ad for Max Factor Lip Finity – which appears to promise that it won’t vanish with my first cup of coffee in the morning. I liked the idea, so fully intending to buy one, I clicked the ad.

I ended up on Facebook. Not, I should add, on a Facebook page that let me buy it, but on a Facebook page with Max Factor’s blog on it. Here’s something of my stream of consciousness:

Oh… blog. But I wanted the lipstick. Hmmm. “Boutique” tab, that might be it. Another link – is that going to take me to their store? It says “please allow”… this is going to be a Facebook app, isn’t it? Yes, it is. I don’t want to “allow” Max Factor all over Facebook, I just want to buy a lipstick. Think I’ll give up now… oh wait, there in tiny writing is their URL. *clicks* Good grief, now I’m on the home page of their site which is pushing me to buy foundation. I only wanted a lipstick…

Here’s a thing. When you advertise a product, make the first click the link to buy that product. You can surround it with relationship-building links to your blog, your Facebook page, your email newsletter and other products you sell – but if I’ve clicked a link about lipstick, you can be reasonably sure that lipstick is what I want. Don’t be afraid to close the deal.



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