The `WOW' Factor
How do you sell a great gift idea? Enthusiasm!
Susan Wilhelm of Reisterstown, Maryland, submitted an ad for her gift basket business, Gift Basket Creations, that started off in an interesting way--with a memo heading--but then got a little spacey. The ad's focus, a series of quotes in the middle of the ad, is meant to illustrate occasions for giving gift baskets. Unfortunately, most of these quotes come off as vague, if not mysterious, mutterings. I understand where Wilhelm was going with this, but she just didn't get there.
So what will sell the handiwork of a talented gift basketeer? My first thought was to imagine how most people react when they receive an artfully arranged, bountifully stuffed basket of goodies. And that reaction is "Wow!" These gastronomic eyefuls look like they were sent from deli heaven, with their cans of pâtés, mini cheese wheels, baby salamis, crackers and splits of wine all nestled in a basket. So why not remind the prospect of that moment in this ad?
Continue reading this article - and everything on Entrepreneur!
We make some of our best content available to Entrepreneur subscribers only. Become a subscriber for just $5 to get an ad-free experience, exclusive access to premium content like this, and unlock special discounts.
Entrepreneur Editors' Picks
-
Crypto Doesn't Have to Be Serious. Just Ask This Comedian Who Organized a Conference About Failure in the Industry.
-
Want to Succeed? Turn Your Fixed Mindset Into a Growth Mindset.
-
Google's CEO Is Asking Employees 3 Simple Questions to Boost Productivity
-
'Greatest Storyteller Wins.' Katy Perry on the Surprising Link Between Pop Stardom and Entrepreneurship.
-
How to Unleash Your Creativity and Transform Your Marketing Strategy
-
The 5 Personalities You Meet in a Coworking Space
-
'Man's Best Friend' — and Investment: The Thriving Industry of Pet-Related Franchising