The Marketing Agency Talk

I was troubled when my mum said she couldn’t watch the television or read the newspaper clearly. It was easy to wheel her to have her eyes checked by the ophthalmologist as his shop was just 2 blocks away. However, to get her glasses done is no easy feat. She couldn’t move on her move and getting her into a car needs at least 2 people.

Naturally I tried my luck on the internet. I typed “prescription glasses online” and of course I found hundred thousands of result. Of all, I clicked on Great Discovery: www.ZenniOptical.com because the keywords are “$8 Prescription Glasses”. $8 for a pair of prescription glasses? Unbelievable. Well, this proved 2 things. Curiosity could kill a cat. Capitvating headline could lure an interested buyer deeper into the “store”

I found that I could choose the glasses either by price range or by frames. In fact, I was quite surprise by the huge selection of frames, with single vision lens, sunsensor (potochromic) lens, tinted suglasses lens, bifocal lens and progressive lens.

When the price is ridiculously cheap, 2 things will surely happened. One is a stampede where every Tom Dick Harry Mary Jane and Joan will rush to buy everything off the shelves. The other scenario is everyone will shy away from the store. The belief is the product must be lousy when the price is so low.

Zenni was smart. The folks there tell you exactly why the prices were so affordable. The secret being that they sell only their own manufactured frames direct to the customer, with no middlemen and almost zero advertising.

This is good marketing. Put yourself into your customer’s shoes, will you have doubts over the product and services sold? If yes, give a really good reason.

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