Questions

We are preserving real fresh flowers to last for years in same colors and shape. We keep the preserved flowers inside sealed glass. Most of the customers do not believe that the preserved flowers are real. How can we make the customers believe the flowers are real?

Sounds lovely - like the rose in Beauty and the Beast? :-)

I worked for many years in perfume and, as you can imagine, it’s hard to smell a perfume online - something which is arguably critical when buying a new scent. There were a few ways in which we tried to address this, first and foremost by creating a sensorial experience via descriptive copywriting, beautiful images, and increasingly also videos about the ingredients as well as the bottle design and advertising. We did everything we could to tell the story of the product, communicating the concept and the emotion without actually being able to demonstrate the product itself. In addition, we did provide the opportunity to order a free sample so that users could, in fact smell the product where possible.

In your case, I think the storytelling element is critical for your product as well. Explain the science behind it in a simple and easy-to-understand way, describe the process you use to preserve the flowers. You can do this with step-by-step explanations using text and images, and also, as Ryan suggests, using videos. You don’t say if you have an online-only store or if you also have a physical presence - if the latter, you can also have samples for people to look more closely at the product. You might also consider endorsements and testimonials to further build your credibility.

By the way, are you sure that the barrier is believing that the product is real? Have you collected feedback to this effect? Make sure that the other elements of your proposition also make sense, including, importantly, the benefit: what is the point of preserving fresh flowers inside sealed glass? Think of how you’re communicating that benefit, as well, and not just the product itself - e.g. Apple’s “1000 songs in your pocket” for their first iPod, rather than “an MP3 player with 1 GB of data”.

Let me know if you’d like to get into more detail on how you’re marketing your new product, and we can jump on a call to review your proposition.


Answered 4 years ago

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