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Easy Furniture Web Tip #114 - It's Not Just About The Singing... Or The Furniture.

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(Author’s Note: This is part of a series of tips to help you discover your company’s “American Idol Star Quality” as mentioned in an earlier tip.)

American Idol is a hugely successful show. In order to sustain interest year after year, the producers have to be very creative. They know that …

American Idol is not just about the singing.

They grab us early on, starting with the cattle call auditions. They show us how they find and select the singers. Along the way, we see where they come from. We get to know who they are. And even more.

All these extras help American audiences decide whom they like. They also help the individual viewer to form an emotional attachment to a particular contestant.

In the end, choosing an American Idol is more of an emotional connection than a logical choice for the best technical performer.

Recently, I came across the web site for a furniture store located in a major American city. The store sells modern furniture for the home; all the pieces are imported from Europe. The online catalog is exquisite.

Yet there is absolutely nothing on the web site to help the customer make an emotional connection with the furniture. Big mistake.

It’s not just about the furniture.

The owner of this web site needs to differentiate himself from others who are also selling modern European furniture. He can do that by telling visitors about …

  • Travelling to Europe three times a year to personally select the pieces.
  • Where the furniture is made.
  • What materials are used.
  • Who designs the pieces.
  • Who builds the pieces.
  • How the production process is environmentally friendly.
  • Why he personally fell in love with what he sells.
  • Anything else that’s unique about the store.

Easy Furniture Web Tip #114: Sales are made more on emotion. A customer falls in love with a piece and then strives to justify her purchase logically. So first help your customer make an emotional connection with the products on your web site.

Katherine Andes specializes in web content development and search engine optimization — especially in the home improvement market. You can phone her at 559.589.0379 or email at Kathy@AndesAndAssociates.com.

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