28 April 2006

Champagne 4


Phil has done a great job - the champagne site has gone live. So far, all our sales have been by word of mouth but using the site to sell is quite different. We don't know who we are talking to, so the copy has to make a case, overcome objections and close when we aren't there.

In that sense, it is a great test-bed for many of the things we talk about with our e.commerce clients. Find a product with a story or the story within the product and tell it as compellingly as you can.

We'll be creating a number of these test-beds over the next few months - our target is to bring on 2 per month. Let's see how we perform against that target.

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