If you live in the UK you may have seen “Dragon’s Den” on television (a programme where entrepreneurs seek investment from a group of business angels). Following the appearance of Ling Valentine last week I read on Real Business that her website traffic has jumped as a result. In the “Dragon’s Den”, Ling showed unusual confidence and self-belief and, despite being offered the £50,000 investment requested, she turned it down because the equity price was too high for her.
Viewing Ling’s website is quite an experience :- you won’t have seen many websites like this before.
- It fails many of the rules from Web Pages That Suck,
- it ignores all rules of style and taste,
- it takes no account of usability,
- it is written in bad english
- and yet, somehow, it works*.
*- actually, not everyone likes it, but plenty do and the business seems to be growing.
How is this possible?
My theory is that LingsCars.com works because Ling is unusually transparent. (The humour helps too). Just look at some of the things she says:
- on when you may contact her:
I am human being, not robot! Office hours: Mon-Fri 9am to 6pm
- on speed camera information:
This page just for your info, but quite interesting, I think! Hey, I am only Chinese Contract Hire Expert human, so don’t blame me if some details wrong here, and you get ticket, but I do my best for you.
- on encouraging customers to buy now:
Physical stock is always limited, as cars cannot be made to appear by magic, there are only so many sat in corner of field. So be brave, grab a bargain and avoid me having to make phone calls to disappointed people who have left decision too late.
This is transparency to a fault. You can’t fail to recognise that behind this website is an identifiable person running a real business and working hard for her customers. Would you prefer a bland corporate image, espousing platitudes on belief in quality, how employees are the most valuable assets, etc.? I wouldn’t.
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