Why This Is Such A Good Idea

Chegg.com’s sales pitch:

chegg.com sales pitch

A potential customer goes through steps 1-2-3 and says “ah, sounds interesting, pretty similar to other local services.”  So far the comparison is fairly straightforward.  One can rank competing services and grade them using:

— Text book selection
— Price
— What their friends use
— Shipping times

Enter point 4.  Suddenly, there is no real way to compare Chegg.com with the competition.  Let’s say Chegg’s competitor has quicker shipping time, how do you compare planting a tree with better shipping?

But here is why this is such a brilliant idea: relevance.  Anyone buying a book is aware of its impact on forests and Chegg’s marketing gets to the heart of that.

2 thoughts on “Why This Is Such A Good Idea

  1. “Anyone buying a book is aware of its impact on forests and Chegg’s marketing gets to the heart of that.”

    Huh? I don’t think that’s what’s on the mind of most buyers—not even students. And with sustainable forests, who cares? And if you’re REALLY into that, why wouldn’t you buy a Kindle?

    Anyway, be careful with those comparison charts. A large number of surfers are smart enough to know they’re biased to show that the host site is cheaper than SOME of the competition.

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