How to Create Intrigue for Your Products
Certainly some brands lend themselves more to a sense of intrigue than others, but I do believe that masterful merchants can create intrigue for any product offering. I like to encourage merchants to borrow National Geographic’s new tagline, “Live Curious,” as a lens for product creation. To “live curious” as a merchant means to dig deeper, pay more attention to details and patiently sift through the mundane to find the remarkable. And sometimes it means making the mundane simply remarkable.
Let’s take a look at a typically hard category to merchandise: gifts for dads. (I’ve had this assignment both for low-end and high-end retailers … it’s tough.) When you think of your own experience as a child giving your dad gifts at Christmas or his birthday or even Father’s Day, I’m sure you see flashes of ho-hum ties or shirts. Maybe even some barbeque “tools” or real tools if your dad was so inclined. Not much inventiveness there. Luckily, dads have always been good sports about this kind of thing.
But savvy merchants who “live curious” have found ways to create product offers that just might make dad say, “Why, that’s intriguing!” The National Geographic Store has everything from mini binoculars to authentic aviator sunglasses to eco-explorer boats to Swiss Army knives with 2-GB USB drives. Under each beautiful photo is a live curious copy block that gives more details about what's riveting about the product. Here’s what sets the Men’s Leather Travel Shoes apart:
“Travelers can often find themselves in situations where looking appropriate is just as important as being physically comfortable. These advanced shoes are designed with double-density, dual-foam foot beds and EVA midsoles that cushion every step to reduce foot and leg fatigue, allowing you to walk farther in your travels. A special moisture-wicking leather lining keeps feet dryer and fresher while full-grain leather uppers maintain the sophisticated look that many destinations require. Rubber outsoles dependably grab terrain both urban and rural. Metal-free design aids passage at security points. Velcro closure.”
Intriguing makes you stop, pause and reconsider. Intriguing is a teaser, a buying prompt. How intriguing are your products?