For most of the informed world, talk of SOPA has them thinking about the impact on Google, YouTube, Facebook, and countless other popular sites that could be negatively impacted by what is being called the “guilty until proven innocent” bill. We think about that too, but for some reason we can’t help but think about space and the world of flogs. There is always a chance that connecting SOPA and flogs makes no sense as it might be a disservice to the stop SOPA movements. There is also a chance that our connecting the two is driven from a desire to want to cover flogs. Probably, but it’s a really good flog.
Take a look at this flog.
The only reason we initially called it a flog was because the ad used the flog coined “1 trick” ad, which has now become a calling card of non-nutraceutical, non-ebook ads. A look at the landing page, though, and it certainly doesn’t look like the typical flog. At first glance, one of the only things it seems to share is being a really, really long site. It does not have the typical first person story. It does not seem like an article from a journalist. It does reference other brand names, but in a more straightforward way, saying “As advertised on.” It even touts how you can buy it in GNC on the upper left hand corner, something we thought must surely be fake.
This Somnapure site is a really nice looking direct response piece. We love how it starts off by stating all the bad things that can happen with lack of sleep. It then talks about the all natural ingredients, showing pictures and giving descriptions of each one. They then talk about clinical studies, showing a picture of a doctor, and describe how the ingredients in Somnapure have been linked to helping people fall asleep. The title and text will certainly read as though it is Somnapure that does, just like the “As advertised on,” will be read as “As Seen on.” The site then has two testimonials, followed by a product comparison chart seen on lots of the anti-virus and other software seo sites. Never mind that they compare others to it based on ingredients or our favorite, “Recommended Choice.” Later comes the nice pictures of how you can use it every night followed by the first of several, “see if you qualify” boxes.
Complete a “See if you Qualify” (name, gender, age, and zip), and you come to:
As you can see, the second page is also great. It’s like a mini test to reinforce all the bad things about bad sleep. Let’s get you really committed by having you think about the bad things. Someone clearly has been reading their Dan Ariely. Smartly too, they don’t ask for payment, just shipping and email. Now they can monetize you even if you don’t convert.
Finally, let’s go to the payment page.
Just like on page 2, the GNC logo is prominently displayed. It’s a great use of authority and reinforces the assumption that if a well known health store carries this, it should be safe, not only safe, it must be decent because they wouldn’t carry something that wasn’t. And look at the price. $2.99. “Rush My Trial” indeed. And, it didn’t say free. So far so good. Read the terms and you will see the $69.99 per month price for a 30 day supply plus $4.99 for shipping and processing (both get more expensive apparently) billed to the card you just entered.
All in all well executed, right? Sure, they hide the price and might slightly mislead, but nothing like before. So what’s the problem? - besides charging more for shipping and processing, which will get them in trouble. The problem is the beloved GNC. See if you notice a difference.
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