Instant skin care — have YOU been de-wrinkled lately?
I promised you I’d be nice and shallow today, let’s hope I deliver.
In October 2003, a company called Freeze 24/7 began selling their skin care goo at Henri Bendel, a women’s retailer located on 712 Fifth Avenue, which is on 5th Avenue just south of 56th Street in New York City.
The company was given a small table to pimp their wares. Just 3 years later, Freeze had sales of $25 million dollars across SIX products being sold in 1,000 U.S. retailers, including Bendel, Nordstrom, Bloomingdales, and Victoria’s Secret.
Freeze claims to offer “instant skin care” — as opposed to conventional skin treatments performed at your dermatologist, which often take a while to visibly kick in, primarily because — let’s face it, when you get a bunch of skin cells scraped off your facial epidermis, it’s going to take a while for the swelling to disappear.
Want to know more reasons why Freeze is so popular?
The answer is simple: For starters, they have a pretty cool-looking ice-cube sort of packaging, plus the name “Freeze” has a lot of inherent emotional meanings to this market — all of them positive (freezing your age, freezing skin decay, freezing your skin just the way it looks now, whatever).
But really, here’s the BIG secret, and it has to do with ONE thing, and that is… how the product is marketed. Listen to this: The President and CEO of the company reports that out of every 10 people who stop by for a skin care demonstration — 8 or 9 of them order the $115 dollar goo.
He actually then said “Put product on, see product work, buy product.”
And THAT is how this company has grown. If you look back into the early 1900’s and you check out Claude Hopkins “Scientific Advertising” – http://www.kingofcopy.com/hopkins (the best $9.97 you’ll ever spend) – he talks about the success of a door to door salesman selling coffee. The reason why is because the more you get your prospects involved in your selling process, the more they are vested in you, and the more they are vested in you, the more committed they are to buying.
Which is another reason why, if you don’t already know this — long copy sells more. Your prospect is simply more invested in your process, and ready to roll.
Now go sell something, Craig Garber
P.S. Check out all the King’s products at http://www.kingofcopy.com/products
P.P.S Stay tuned for my radio show this Thursday at 1pm Eastern time, LIVE at http://www.kingofcopy.com/radio