A Marketing Lesson from Liz Earle

It’s not that often (not often enough!) that I’m really impressed by a company, but Liz Earle managed to ‘delight’ me recently and I felt it was worthy of mention. We can all learn something from them.

I’m not a ‘girly girl’, not into skincare etc but on sorting out a cupboard I found a little trial pack of Liz Earle skincare products. I’d been feeling for a while that my face felt in need of more than my current skincare routine (what routine?) and that I could probably do with a facial. After using the products I was really impressed – no need for a facial! I was sufficiently impressed that I checked out their website and noticed a deal for everything I needed for £41. I swithered a bit but decided that I should probably start a skincare regime: what with approaching the big 3-0, I need to start looking after myself.

I purchased direct from the website and awaited my loot. When it arrived, just a couple of days later I was delighted. A package of goodies all individually wrapped. As well as what I’d ordered they’d included the ‘extra’ product, a big bottle of exfoliator. Over and above that I had a free miniature, some free samples and an extra cloth. The letter inside was addressed to me personally. Everything about the package made me feel special. The result? I’ll probably be spending £40 with them bi-monthly for the rest of my life (or unil I’m too wrinkly to worry about good skincare) That adds up to around £9600!

The moral of the story? Delight buyers on the first purchase and there’s a good chance they’ll become loyal lifelong customers.

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