THE "WOW" FACTOR

Entrepreneur, Sept, 1999 by Jerry Fisher

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 had too much space in the body of the ad. Its focus, a series of quotes at the center, lists examples of occasions for sending gift baskets. Unfortunately, most of these quotes come off as vague, if not mysterious, mutterings. I understand where Wilhelm was going with this concept, 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 pate, mini cheese wheels, baby salamis, crackers and splits of wine all nestled in a rustic basket. So why not remind the prospect of that festive moment in this ad?

My suggested headline is "Make an impression with the 'WOW!' gift." This is followed by a subhead that explains, "They'll remember you for your generosity, thoughtfulness . . . and creativity." An obvious requirement for this kind of headline is an illustration or photo of one of these Epicurean extravaganzas. Finally, with some supporting body copy and a big phone number to call, Wilhelm should have a promotional piece with a better shot at success.

Jerry Fisher is an advertising copywriter, consultant and author of Creating Successful Small Business Advertising ($39.95), available by calling (800) 247-6553. If you'd like Jerry to consider your materials for a makeover in this column, send them to "Ad Workshop," Entrepreneur, 2392 Morse Ave., Irvine, CA 92614, or e-mail him at Jerry228@aol.com.