What Louie CK can teach us about e-commerce.
When it comes to marketing himself, Louie tends to go the opposite direction of conventional marketing wisdom.
For instance, this is his version of a ‘promo video.’
This is his version of writing sales copy:
Hello. This is Louis CK again. I’m writing to let you know about a new funny thing that is available on my site, louisck.com. It’s called “Todd Barry the Crowd Work Tour”. I’m not in it. Todd is. This is the first thing produced by my site and sold there for another comedian. It’s 5 dollars as always. and it’s REALLY GODDAMN GOOD.
He’s underselling, repeating phrases and going against what many of the ‘experts’ would advise.
Although he’s a terrible copywriter and promoter, he really really really understands the user-experience and e-commerce.
‘I don’t want them to feel like they lost something?’
That’s a really interesting point. It’s something I wonder almost every time I order something online. After you enter your credit card information there’s a moment where you wonder if you’ve been ripped off.
When you’re selling bits and not atoms you need to keep this in mind.
We’re still not used to buying a link or file. When we buy things online, even if your a ‘digital native’ you’re still afraid of being ripped-off.
This is the type of insight we love to bring into the process. When we’re creating e-commerce sites for Ronnoco, Icelandic Glacial or 1st Phorm. A good mix of ‘gut-instinct’ or anecdotal evidence like this can be a great match for all the academic, hard numbers research we all use.
[Author]
Chris Prestemon is writer and strategist for happyMedium.
